The meaning of value at Christmas

Latest posts | Feed | By Mark Brownlow on November 30, 2007

I enjoyed a recent post from Justin Premick on why it's not a great idea to send a standalone seasonal email greeting to your subscribers.

Justin's argument is that they get lost among the end-of-year flood of messages and since they offer little of value might be the straw that breaks the email user's back. Which means spam reports and subsequent delivery problems.

This takes us back to the idea of value. It's not the seasonal greeting per se that's the problem, but the lack of value in the message.

So you can turn that around by "adding value" to the greeting. By including a bonus of some kind, such as a coupon, special offer, free download, etc.

Or simply make the greeting more entertaining than a few lines of generic text. Personalized images, games, video and audio all could potentially play a role.

Even with "added value," it's still hard to carve out attention at a busy time of year in the inbox.

So those of us with no seasonal element to our business might want to step aside at the end of the year and leave the inbox to the retailers...?

More holiday email tips | Tags: email marketing, holiday marketing

[This post brought to you by Campaigner Email Marketing]
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