Cheer-in the Holidays!

Published on October 23, 2009  

"The pumpkins come out, the days grow shorter, the weather cools, and there's no mistaking that the holiday season is upon us," says Karen Talavera in an article at MarketingProfs. And though marketers face the challenge of lingering recession worries, you can still add holiday sparkle to a subscriber's inbox, Talavera points out.

Among her suggestions for making spirits bright:

Give your customer a gift. "What immediate non-purchase-related value can you offer for free?" asks Talavera. "How about some cheer, as Office Max has done for several years running with its 'Elf Yourself' program? Or better yet, feature ... relevant and helpful content such as recipes, shopping tips, or ideas for a new holiday tradition."

Draw her in with an intriguing tale. Consider a special newsletter series that tells a story about your company or product; or one that gives specific gift suggestions each week for the people in a customer's life—from parents to a boss. "Provided you don't go overboard with frequency," notes Talavera, "subscribers love a limited-time email series because it clarifies and manages their expectations from the start and promises not to go on indefinitely."

Reward him for shopping online. Lure customers to your website with incentives like Internet-only promotions and inventory they won't find in your brick-and-mortar store.

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