Are seasonal e-cards a waste of electronic space?

Seasonal greetings to customers via email may be cheaper than paper, but are they more effective?

Last month I suggested you should only send them if they have some intrinsic value to the recipient above and beyond a rather banal and uninspiring "Happy Holidays" message.

Two positive examples have since emerged for B2B email. Both use originality to entertain or attract attention, while at the same time projecting a positive brand image or indirectly selling the services offered by the sender.

1. rabbit eMarketing have a case study of a Christmas email that used personalized images...where the name of the recipient appears realistically within an image of a Xmas baking scene. The result: people opened and forwarded the email repeatedly.

2. Email marketing agency eROI sent out a seasonal email pointing subscribers (like me) to a custom online game where you get to blow up spam with a rocket mailbox.

Both examples are clever...addressing the needs of both the recipient and sender.

But such email greetings only work if the recipient opens the email or clicks on a link to get the full e-card experience. Which means this cleverness needs to extend to the subject line, preview pane and email copy too...otherwise your original seasonal message never gets seen or heard.

More holiday email help | Tags: email marketing, e-cards, holiday emails, holiday email marketing, personalized images

Permalink | December 13, 2007 | 0 comment(s)
Get posts like this: as an RSS feed | biweekly email | via Twitter

0 Comments:

Comments closed for this post