As a Training Consultant at Emailvision, I speak regularly with our clients, and I am often asked a familiar question, how can I stand out from the crowd? This question is common amongst marketers, and it is easy for us to get bogged down in technical details when looking for an answer.
We understand the technical aspects of the industry - soft bounces, hard bounces, deliverability, social media integration to name a few, and whilst these are important they are not necessarily all you should be thinking about.
Your campaigns are sent to individuals, not robots. And during this busy Christmas season, it is even more important to start treating them as such!
Having effective customer intelligence is a start, and this is something we at Emailvision are passionate about helping our clients improve. We may know a great deal about our customers - Male, 30, lives in London, purchased a particular product 20 days ago – but alone, this information is not going to win us business or make an impact on that person.
There are some things that we do know about the majority of people:
- We love special offers and discounts
- We enjoy being made to feel special and appreciate gratitude
- We like the opportunity to give our opinions on what matters to us
With this in mind, here are some tips I’d like to share with you about what I think you should be considering in your Christmas campaigns:
1) Say Thank You!
Never forget to take the opportunity to thank your customers! Not every email campaign should be designed specifically to actively sell your products. Building relationships with your customers can take time, but we all know that it is well worth the effort in the long-term, whatever industry you are in.
2) Say it with a gift!
I love Christmas! I buy gifts for my friends and family, not because I have to, but because I enjoy doing so. And just like Emailvision, I am sure you love your customers as much as we do. So, during this festive season, why not show your customers how much you appreciate them?
We all love discounts and special offers, particularly at Christmas. However, this isn’t the only kind of Christmas gift you can provide your customers. How about some advice to make their lives easier?
3) Spend some time quality time with your customers
If you have tried the above and you still struggle to stand out – why not ask your customers why? A Christmas or New Year survey is a great way to engage with your customers, learn more about their wants and needs, and ultimately help you to sell more effectively to them.
Have a very Merry Christmas!
06 Dec 2011
- Tags:
- Best Practices
- Christmas
- Email Marketing
- Email Marketing Best Practices
- Emailvision
- understanding email marketing
