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Your customers want to feel appreciated. What better time to say "thank you" than the holiday season? And what a great opportunity to build a holiday marketing campaign around the relationships you want to nurture, build, and strengthen.

So, whom should you target?

Don't make the mistake of spamming your contacts database with generic holiday email greetings. The emails will be ignored, your time will have been wasted, and your brand will lose credibility.

Make your efforts count by sending personalized, thoughtful messages and gifts to your customers. But, first, divide your customers into the following five segments, and market to them accordingly.

1. Bottom-of-the-Funnel Prospects

These are customers who have already short-listed or selected your product or service and will likely buy from you before the end of the year.

The content you create for these customers should address any lingering concerns they may have, as well as provide the information they need to make an educated decision. Use your campaign to keep their attention on your business as they work through negotiations and make their purchase.

Marketing objective: Create goodwill while allowing your sales team to stay in touch with your customers during this critical period in the funnel.

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image of Jignesh Shah

Jignesh Shah is CEO at Rybbon, a digital gifting platform for marketers. He has 20 years of experience building, acquiring, and marketing software products. He formerly held marketing leadership positions with Metalogix and Software AG.

Twitter: @jshah1998