While Black Friday and Cyber Monday are typically focused on businesses with consumer products, B2B companies can also benefit from email marketing during the busiest season of the year. We won’t talk about the importance of mobile responsive email or the kind of templates to build or how to set up automation and workflows—this post is to take a look at the ways in which B2B companies can still use email marketing during the holiday season.
Keep Sending
B2C companies send out more emails during the holiday months and increase website traffic. B2B companies tend to decrease email sends during November and December and traffic to B2B websites still increases. Keep sending quality, relevant emails.
Timing is Key
And while you’re sending out emails, be mindful of timing. Most inboxes will be flooded with Black Friday and Cyber Monday emails, so unless your company has deals and promos to share, avoid sending on those days.
Also be sure to send out emails with vital information like when your company will be closed due to various holidays early and a reminder close to the date. That way other companies that might be doing business those days are well aware of when they can get ahold of your staff.
Get in the Holiday Spirit
Just because your company may not offer special deals during the holiday season, that doesn’t mean you have to avoid mentioning the holidays altogether. Keep your company’s voice and tone consistent with year-round email copy, but don’t be afraid to acknowledge the season in email communications.
Not Just for Sales
Email in general isn’t just to sell your services—it’s a way to communicate with your audience. In the same way your year-round communication shouldn’t be solely about what you offer, holiday emails can provide other types of relevant content.
Emails can be educational relative to your services and this time of the year or a thank you to loyal subscribers and customers or a simple wishing of holiday cheer.
Segment
The key to getting the right content to the right people at the right time is segmentation. Divide your contact database by those with recent purchases to send a thank you note, or by those at the top of the sales funnel to send more educational content, or by longtime customers who could receive a special gift.
Segmenting your contacts can add a level of personalization that other companies may not take the time to implement during the busy holiday season.
Focus on the Future
It’s possible that your industry has a long sales cycle or the majority of purchases are typically done during the summer. Don’t assume your content is irrelevant during the holiday season.
Send emails that focus on the future or the anticipation of what’s to come. Mention New Year’s resolutions or summer activities or other relevant events in the future. You audience can get a jump start on the new year and have something to look forward to once the busyness of the holidays is done.
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