Holiday greetings can be a great way to connect with clients on a more personal level. But if you want to build stronger relationships rather than end them, you have to understand the marketing do’s and don’ts of the holiday season.
Do make it about the client. Don’t make it about you.
Sure, the holiday season is rife with sales and advertising, but that doesn’t mean you need to add to the clutter. If you’re going to reach out to clients during a time traditionally set aside for friends, family and personal relaxation, you want to make a genuine connection. Thinly veiled sales pitches just won’t cut it this holiday season. Instead, focus on language that expresses sincere gratitude and appreciation.
Do keep it general. Don’t make assumptions.
Assuming everyone celebrates the same holidays is a big mistake and can do more harm than good. If you’re writing a personal note to a client you know well, you may be able to get more specific. But as a general rule, it’s best to paint with a broad brush, using general terms such as “season’s greetings” and “happy holidays.” This enables you to acknowledge the holidays without unintentionally alienating a segment of your audience.
Do get creative. Don’t necessarily mail it in.
Email and snail mail are fine ways to deliver your holiday greetings, but if they’re dull and uninspired, clients aren’t going to be impressed. ‘Tis the season to go above and beyond. Digital greetings could include holiday-themed infographics or videos, while physical ones could be handwritten notes, edible treats or something a little more unique.
