Last week treatment center after treatment center deployed e-blasts with just one message: Happy Thanksgiving. While I certainly
appreciate the sentiment, these organizations are actually doing themselves a
disservice. I’m a firm believer that whenever you engage your list, you should
provide meaningful content and messaging. “Happy holidays” and similar messages
clutter in-boxes and lead to quick deletes, no matter how cute or clever the
graphic. They can irritate e-mail oversaturated list subscribers, increasing the
possibility of a higher unsubscribe rate or the risk that recipients will
ignore your message next time when you have something truly meaningful to say.
This does not mean, however, that you shouldn’t wish your
valued referral sources, customers, etc., holiday warm wishes. If you truly
want to stand out, send a card the old-fashioned way—through the mail. Sending
a generic card with no signature or personal message, however, is a no-no. At a
minimum, the card should have a signature from a team member that closely works
with the recipient, and a brief “Wishing you a warm holiday season” or
similar language demonstrates you actually do care. Everyone knows that sending
holiday cards is time consuming and a lost art—which makes receiving
personalized cards all the more memorable and important.
Remember the holiday spirit—it’s not the packaging or gift
that matters, but the thought behind it that truly counts. Honor and
acknowledge your best relationships with an authentic message, not a meaningless
e-blast.
