We’ve put together a list of tips that B2B companies can follow to ensure their sales cycle is not disturbed during the holidays. Let’s go walking in an email wonderland.
As Christmas approaches, blogs and news sites start booming with marketing advice for retailers. Although some of that advice might apply to B2B companies as well, they tend to generally receive less attention. Should you close deals before or after the New Year? And do you keep prospects warm during the holidays? Here is your dedicated list of B2B holiday tips.
You’re a mean one, Mr Spam
Be aware of not just your own email frequency, but everyone else’s too. Keep in mind that the volume of email in the inbox tends to go up during the holidays, to take advantage of that giving feeling that takes over most of us this time of the year. As email frequency goes up, so do unsubscribe rates and spam complaints.
Even though you might not change your email strategy compared to the rest of the year, this can still affect you. One of your emails might be read at the wrong time and if it’s not deemed relevant, it might cost you. That is not to say you shouldn’t send emails, that would be a mistake: emails nudge your way into your prospects’ consideration. Instead, make sure that your email is targeted, and provides something of value amidst the wave of messages flooding the inbox.
‘Tis the season to be testing
Little by little everyone gets into the Christmas spirit and allows a bit more green and red in their inbox. This is the time to split-test whether including a bit of decoration in your email has any effect on your email conversions. No one says B2B emails can’t be cheery! Just don’t overdo it as it will detract from your main message. Subtlety is key.
Have yourself a merry little prospect
Businesses with longer sales cycles need to devise a plan for the prospects whose cycles are interrupted by the holiday break. One could think that people are more generous this time of the year, but be very careful not to force their hand to close before Christmas. You might end up without the milk and cookies.
If, instead, you decide to wait until after the New Year celebrations, consider how you’re going to keep the leads warm. Convince them to take your business by paying extra attention to their needs, challenges and goals. This is the time to be targeted in your communications.
Do they know it’s Christmas?
Don’t leave it until the last minute to announce your closed office days. Your clients might be relying on you. So make sure things like reduced support hours are visible on your website, not just in a one-off email.
And remember, not everyone in the world celebrates Christmas. People in the Middle East and Asia will be working hard, so let them know when you’re out of reach, and when they should expect a reply from you.
And one more thing…
In your opinion, is the ‘Merry Christmas’ email appreciated, or is it just another one for the trash folder because it’s predictable? And what could you do to make it worthwhile?