Ever received a holiday email card from someone you cannot place in your mind or from someone you met once? The message this sends is hey, we decided to create a spreadsheet list of every email address with which our company has ever had any contact and blast out a greeting. Nice, but does this serve any real marketing or communications purpose? I suppose one could argue that this kind of messaging keeps one front of mind in your marketplace.
I would argue it simply looks like spam. Or worse, it really does amount to spam. By contrast, a printed holiday card or even an email sent to select customers or clients carries more significance, especially if you add a message tailored to the specific interactions the recipients have had in the past year with your company.
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The end of the year is a good time to position your business with clients and prospects as the go-to buy in the coming year. Select particular people to reach out to with a quick note, thanking them for their business this year and expressing interest in building that relationship in the New Year. This exercise will also bring focus on an internal basis to your action plan for the next quarter and year. Moreover, the recipients of such email will clearly see this message is expressly for them and not a message in a bottle cast out upon the email beach.
Giving pause to reflect on who is most important for maintaining contact and who is most important for reaching as prospects should be a regular practice, not just an end of year routine. The best gift you can give your customers is the knowledge you truly care about how you connect with them and that is conveyed with customized communications.