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The holidays are a great time to win new customers and drive the bulk of your sales, especially if you personalize your marketing messages. According to CNBC, increased disposable personal income and elevated consumer confidence across the United States could bring a more bountiful sales season for retailers. Consulting firm, Deloitte, expects retailers to see holiday sales growth up to 4.5 percent, and eCommerce sales to increase 18 to 21 percent between November and January. Of course, to capture this holiday momentum, you need to break through the noise and avoid sending generic holiday wishes.
2 ways to avoid sending generic holiday wishes
Besides a fruitcake, there’s really nothing worse you can send a client or customer than a generic holiday greeting.
Personalize your messaging.
Record your voice.
Long gone are the days when you could get away with a mass email wishing everyone a “Happy Holidays.” Use these two tips to avoid sending generic holiday wishes and warmly welcome new customers this holiday season.
1. Personalize your messaging
Today, consumers expect email to be personalized. In fact, marketers report that when they personalize email campaigns by segmenting and targeting their subscriber lists, they see a 760-percent increase in revenue.
As a marketer, you can “speak directly to each consumer” and personalize your messaging by sending marketing campaigns that are more relevant, timely and data-driven. In effect, you’re creating a one-to-one relationship with each subscriber that will ultimately build long-term loyalty, extending the relationship far beyond the holiday months and into next year.
Personalization is key to standing out in today’s overstimulated digital environment. In fact, one-third of marketers elected personalization as the most important capability to the future of marketing.
Personalized holiday wishes can come in many forms:
- Email campaigns
- Direct messages on social media
- Printed greeting cards
- Custom gifts and more
One example of a cost-efficient but highly effective marketing tactic is the holiday email campaign. Let’s compare and contrast the two examples below.
Campaign A: A generic, cookie-cutter template that doesn’t do much to connect with the reader. As a result, this type of email will probably be opened and deleted without leaving a lasting impression on the reader.
Campaign B: A personalized email infused with personality. The hero image showcases employees having fun at a New Year’s party. The headline also uses the “Custom Greeting” functionality to mention the reader by name. These little touches combined make for a personalized greeting that will connect with and engage the reader.
Editor’s note: GoDaddy Email Marketing makes it easy to create emails that look amazing on any device.
2. Record yourself
A recent article on holiday marketing said that one-third of all online activity is spent watching video. Video content is huge! In fact, more video content is uploaded in 30 days than the major U.S. television networks have created in 30 years.
The odds are that you or someone on your team has a smartphone with a working camera, so all you need is a quiet, well-lit place to record your friendly greeting. Here is a helpful checklist for a solid recording:
- Stabilize your camera (either on a desktop or tripod).
- Record a test round to check for sound and lighting quality.
- Jazz it up with some background decorations or a holiday costume.
- Look into the lens to speak directly to the recipient.
- Be clear and enunciate.
- Keep it short and sweet — 30 to 60 seconds max.
- Start and end with a genuine smile.
Most of all, when recording a video, be as loose and relaxed as you can — even consider adding some (appropriate) humor to it. It’s a little awkward at first, but after a few runs, you’ll feel more comfortable in front of the camera. You want your personality to show, so just pretend you’re recording a fun holiday message for friends and family.
Once you record your message, you’ll want to upload it to YouTube or Vimeo. Be sure to title it “Happy Holidays from XYZ Company” because that is one of the first things the viewer will see when loading the video. Also, in the description area, include a short holiday message and end it with a link to your website.
Here’s an example of a short, sweet, and impactful holiday video message from The Young People’s Company in Evanston, IN.
Once your video is uploaded, share it in personalized email campaigns or on your social media channels, and post it to your website’s blog. Even send personalized messages through Facebook messenger or Twitter’s direct message to your clients with a link to the video. You can measure your success based on number of views and feedback you receive in responses from your clients and contacts.
Ultimately, these are just two ways to avoid sending generic holiday wishes, but there are many more ideas scattered around the web. From targeted Facebook Ad campaigns, to holiday baskets, to personalized chocolates, to custom-branded gift cards, the world is your oyster depending on how big your holiday budget is. Now, start planning — the holidays are practically upon us!