In the months leading up to the holidays, most companies have a good understanding of how to talk to their customers. By now, we’re all pretty familiar with the standard pre-holiday email marketing messages: Cyber Monday sales, doorbuster deals, last-minute shipping and so on. Even though they are fairly well-known messages, they're still pretty darn effective.
But once December 26 hits, we suddenly hit a very unfamiliar territory for even the best of brands. Simply put, this time of the year is a marketing messaging vacuum where all the familiar pre-holiday marketing messages just don’t apply anymore.
So what’s a smart marketer to do? Consider these four strategies when crafting your next post-holiday email.
1. Talk directly to people who just got a gift card.
According to the National Retail Federation the total spent on gift cards will reach $29.8 billion this year. Furthermore, 59.4% of people said they’d like to receive gift cards this year. That makes this the seventh year in a row that gift cards have been at the top of most people’s holiday wish list.
Speak directly to all those people who have gift cards just burning a hole in their pockets by sending an email that’s about “self-gifting.”
2. Think about what your company offers in a new light and discover how it applies to the post-holiday customer.
You already know all the great products and services your company offers, and in most cases, you’re already familiar with the common ways to talk about those awesome things to your customer. But don’t let those old tried-and-true ways keep you from coming up with new ways your company can become more relevant to customers after the holiday rush.
In this example, XFINITY took their internet-cable service company, which at first glance doesn’t seem like anything that would be strongly related to the holiday season, and discovered a post-holiday need that they were uniquely qualified to fulfill. What was this opportunity? The fact that many people would be getting new tablets as gifts and that XFINITY provides plenty of ways people could get the most out of their brand new toys.
3. Do a “Best Of 2013” list with your most popular products and services from the closing year.
The days directly after the holidays are usually a relaxing time when many people take this extra free time to look back and fondly remember their favorite memories of the year. Be a part of that warm and fuzzy nostalgic feeling while also gently reminding your customers of your best stuff.
4. Ease off the hard sell and send a friendly message to build brand loyalty.
We all love a holiday deal but even your most die-hard customers might get a little fatigued from all the holiday related selling. Make sure to let people know you still appreciate them whether they want to purchase something or not, and deepen your relationship with customers by sending a simple branded goodwill message like this one from Harley Davidson.