1. No one gives a poop. There I’ve said it. Unless you are offering a coupon or a discount or something for free, save their Inbox from yet one more holiday newsletter. They know you appreciate them, but here’s the thing: if you really appreciated them you’d give them something for free or a discount and make it worth their while to click and open your newsletter. Are you offering that or is it just a blah-blah newsletter that says “Happy Holidays”? And by the way, if any of your customers are Jewish you missed the boat on that opportunity because Hannukah ended a week ago! I doubt you have your email list segmented down to religious preference, but let’s be fair here, eh?
2. Your jeopardize being unsubscribed from. Yes, as you compete for your clients or prospects to open your newsletter you increase the likelihood of people unsubscribing because your email seems more like spam. Remember, people subscribe to newsletters to get things and get information that helps them. Wishing them “happy holidays” isn’t getting them anything except wasted time.
3. Your message gets lost in the shuffle. It’s the holidays for pete’s sake and that means everyone is 10 x’s busier than they are in January. People are scanning emails only reading the ones that are super important or that have a super catchy headline (e.g. free, discount, etc.). By you sending your “holiday” newsletter you risk being mundane like all of the others. The chances of people even clicking on your email is less likely because people have to put on their human spam filter and read only the emails that are important to them.
If I had a nickel for every holiday newsletter I received from brands this holiday season, I’d have enough money to buy myself a Grande Starbuck’s latte.
p.s. To all of my Christian readers – Merry Christmas Eve! Social Media Tip Tuesday will be out tomorrow with a special Tweet It To Win It contest for all of those folks who will be hopelessly scanning the internet for something to read or do. Cheers!
Photo credit: SmileTemplates.com