Whether you’re an agent, master agent, service provider, MSP/VAR, or consultant, you are not exempt from The Curse of Crappy Marketing during the holiday season. You’ve likely been on the receiving end of some sub-par email marketing, and — chances are — you’ve perpetrated it, too.
Wondering how to navigate the waters of the holiday season so you can keep the leads coming in? We’ve got five tips here on email marketing, social, and content management that will keep your sales funnel full and warm (like a mug of hot chocolate!) during the holidays.
1. Keep in mind: email volume goes up for everybody at this time of year.
That means unsubscribe rates and spam complaints will go up because people are not only busier, but more easily frustrated with the influx of emails.
- Stay sensitive to the number of emails you plan to send mid-November through January 1.
- Stay sensitive to the actual days on which you send emails. It’s easy to plan a campaign around emails going out every Thursday, forgetting that one of those Thursdays might be a holiday.
- Look at a calendar, make a plan for your email marketing, and stick to it.
- Get upset if you get a few more unsubscribes.
- Send out emails with the same frequency as the rest of the year.
The same factors that contribute to potentially frustrated email recipients also allow for a testing period with different subject lines and content.
Ever wondered if you’d get more engagement if your subject lines were quirkier? Think you might need to get a bit more unpredictable with your emails? Now’s the time to play around with your tone of voice.
A/B test during the holidays for two reasons:
- You can succeed in standing out in the busy-ness of holiday inboxes with some “different-sounding” content. Go with your gut while remaining tasteful.
- The holiday season allows for a bit of whimsy. If you’ve been wondering about what varying types of messaging might resonate with your audience, you can test tones without sacrificing brand reputation.
3. Keep leads warm through the holiday break.
B2B sales cycles are longer than B2C, and the end of the year is usually all about consumers. There are a couple of ways you can keep your prospects interested, though, with the right email marketing tactics:
- Email a thoughtful check-in during the “quieter” time that is the end of the year.
- Stay sensitive to the fact that not everyone celebrates a holiday, if you do send a note. Use your message to ask if the recipient needs help with any last minute items. This angle will help you:
- Provide extra care. Remember that while you may be feeling spread thin during the holidays, your prospects are, too. Being more flexible and caring of schedules, questions, and needs will go a long way.
These tips apply to current customers as well.
4. Stay active on social.
Remember that people are traveling heavily during the end of the year. That means lots of hours in airports, train stations, in relatives’ homes… and lots of hours for scrolling Twitter, Facebook, and LinkedIn.
You don’t want to remind them of work, but you don’t want to disappear, either. Again, this is where testing may come into play. Off-beat messaging or items you would otherwise not usually share can stand out in the sea of social posts.
Scheduling social posts comes in handy at this time of year, so you know you are staying in front of your customers, but enjoying your time off as well. (Talk to Mojo to find out how to schedule social posts if you don’t already have a system.)
5. Repurpose the year’s most successful content.
Because it’s a busy time of year, with fluctuations to everyone’s work schedules, it’s difficult to predict how much engagement or response you will get from content you send out. So don’t waste your time slaving over brand new, heavily-researched pieces.
- send them out again with new messaging attached or
- repurpose them into other formats. (i.e. a few blogs on one topic can easily become an e-book)
You’ll save time on creating new content while taking pieces that were well-received and putting them back in the spotlight.
You know how everything comes to a grinding halt the day before Thanksgiving and the day before Christmas, but is still going a mile a minute in between? Keep these halts and upticks in activity in mind for your editorial, social, and email calendars. If you need help navigating this year’s hectic holiday time, let us know if we can help. We’ve been helping folks like you escape The Curse of Crappy Marketing for a while now.