- Posted by The eDM Factory Client Services Team
- On December 29, 2015
- edm, Sales Teams
Christmas campaigns kill engagement. Or do they?
This year we looked at the engagement rates our clients were receiving for the ‘mandatory‘ Christmas / New Year campaign.
We can report that subscriber engagement drops by up to 20% in some cases. Super engaged lists with great brands offering nothing still managed a whopping 56%+.
B2B organisations really feel obliged to to send a personalized Christmas message but generic content not specific to the recipients circumstances will devalue the message and possibly the brand message.
Our advice would be to have your eDM platform deeply integrated with your CRM or Accounting package so that variable data and certain conditions deliver messages that can relate to valuable clients, hopefully creating conversations in the New Year.
B2C or retail organisations have a tremendous opportunity to deliver vouchers, online specials or seasonal product updates to drive revenue.