The holiday season is fast approaching with days like Halloween, Thanksgiving, Black Friday, Cyber Monday, Hanukkah, Christmas and New Year just around the corner. These times are great for growing awareness of your brand and making your customers and leads feel special.
Yet many business to business operations don’t tend to include the seasonal cheer within their marketing campaigns. Some feel that the seasonal spirit is not aligned to the business to business sales process – yet this could not be further from the truth.
Those reading emails that relate to business services are just as much human as the next consumer. They have feelings and they want to develop strong connections to their potential suppliers and partners. This means that they are just as likely to read and respond to festive emails as any other business.
In fact, an email that has specific ties to what is currently going on is more likely to grab the attention of your audience than a generic email that ignores it. This is especially true if you are sending content to a company who is a B2C company and looking for suppliers and partners to make their festive promotions more exciting.
Even if businesses don’t work directly with consumers but are another B2B company, you are still likely to get a response. Many businesses have festive parties and plan special events for the holiday season. When people are in this mood, they are more likely to respond to content that is geared to their celebrations. For instance, if you send a Christmas card via email, you might get a similar one back. This demonstrates interest in your brand and opens up a dialogue between you and a lead.
This is a key consideration for your B2B business. People buy from people, the more dialogue you have with a company, the better the chance you have of selling to them through your personality.
Top Tips For A Successful B2B Holiday Season Email
So what are the best tips for your B2B holiday season email campaigns? How can you implement a strategy that will drive conversation between you and your potential customers? Here are our top tips:
1. Time Them Perfectly – This all depends on your message. If you are thinking about giving people advice about how to manage their business during the holiday period, you’ll want to send this in advance of the holidays. If you want to send a seasonal greetings message – then it has to be sent on the day.
2. Don’t Always Promote Your Business’ Services – Just by the virtue of sending the email, you are growing awareness of your business. By stepping away from your business and creating a more relevant, personal message, you can generate more interest in your message with your audience and more chances to develop a relationship.
3. Give A Gift – What is the holiday season about? Giving! Therefore, give your subscribers a gift for the holidays. This can either be a free, exclusive ebook or a voucher to spend on your site / another retail site. This can often be better than sending a box of chocolates.
4. Remain Focussed – You should always remember that you have to stay focussed on the goal to drive business to your site. So always maintain links to your website and monitor the response.
Seasonal email marketing is not just about the Business to consumer market. B2B companies can also take advantage of this special time of year. Yet it requires taking a step back and understanding that this is an opportunity to communicate with your audience and get to know them personally.
What is your holiday email strategy? Do you send Christmas cards to your subscribers?
Let us know in the comments.