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Creating e-newsletters, creating a warm glow

Posted on December 22, 2004 by Sarah Eaton.

So, in calling all of my old friends and family and contacts over the last couple of days, I started thinking about B2B holiday relations.  How (besides that best-of e-newsletter) are you reaching out to your customers and prospects?

Fruit basket?  Fruit cake?  Happy Holidays card sporting the big boss's signature? 

Aren't those all kind of impersonal?

The holidays are an opportunity to humanize your company, be that in the form of a gift, or a card, or even an e-card. 

It doesn't matter what it is as long as it somehow touches its recipient, and isn't something obviously exactly the same thing as was sent to the other 200 million people on your list.

Or, if you do have an insanely unmanageable amount of corporate holiday gifting to do, try getting a little more creative and showcasing the personality of your company through your gift or card.  Be one of the cool kids who sends out offbeat messages that really get noticed. 

December 22, 2004 in Business relationships, CMO, Corporate newsletter | Permalink


In the boom days BBB (before the bubble burst - the dot-com bubble, that is) I got lots of vendor graft goodies during holiday time - pens, T-shirts, misc. desk ornaments - tension balls, you name it.

ABB (after the bubble burst) not even a T-shirt came my way.

Did I miss the graft? Not too much (except for the Godiva chocolates) but I did miss something about the attention and the connection those packages presented.

This year, my email box bulged with holiday e-cards. Yes, I know each company sent them out personally to me and 10,000 of the company's other closest vendors and friends, but I liked the attention. I appreciated the connection.

Of course, I look forward to the day when e-mail can deliver chocolate.

Posted by: Susan | Dec 28, 2004 1:43:44 PM

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