#1 Customer Retention Newsletter

By Adams Hudson
 
The best way to address your holiday marketing needs may be to address Holiday Cards to your customers.  This is, after all, the time of year when any sales message from a contactor is simply a waste of money.  We recommend no “sale mail” from December 10 – January 12 since it usually goes in the trash unread.

This leaves a sizeable gap in your year. Many contractors panic to fill it by over-spending on advertised price cuts, not realizing most homeowners don’t want you near them during the Holidays. Other contactors don’t do anything, which is even worse crime, especially during a time of year when “relationship building” is at an all time high. 

But two things are overlooked with these approaches which just happen to drive most of your sales: Relationship and credibility. So how can you accomplish both of these painlessly during the Holidays?

Simple, effective Holiday cards are a great choice.  They enable you to send an inspiring message to your customers when it really helps to hear it.  They also allow you to express appreciation for their business – and keep your name in your customers’ top of mind awareness. 

The trick is to get your card to stand out from all the other cards.  If it doesn’t it’s a waste. We’ve been working on this for years and have some tips to help you.

1. First of all, the “regular” sized cards blend in to the stack and may not get read. Go oversized so people will see it, usually a 5 ½” x 8 ½” is perfect. It’s large enough to be seen and it’s inexpensive. Good combo.

2. Next, the stock cards with picture of an ornament, or some cartoon Santa, with over-used Holiday phrases may be very common, but that’s the trouble:  they’re common.  They don’t stand out or hold a customer’s interest. The message is either worn out or just plain goofy. Your message should be unique, inspiring, and thoughtful. Click Here. There are 14 designs  that may give you some ideas.

3.  For Postage, we recommend going First Class. Why? Well, these should go to your complete customer list, which means you’ll get back the undeliverables, allowing you to “clean” your list. If you go “standard” rate trying to save a few pennies, you’ll never know who’s moved plus it’ll take them far longer to get there and may miss the target date. So whatever you “saved” is lost in a hurry. Yet sending inexpensive Holiday Cards first-class gives you a great “once a year” list cleaning. Makes sense.

Most of all, a great Holiday Card to your customer list gives you the opportunity to say “thanks” to the people who are keeping you in business. Customers do all the buying and all the referring; they pay for your employees… and they pay you. This is the time of year to say thanks with a nice Holiday message. Plus, your competition probably won’t send one, so you’ll stand out even more!

A unique, creative oversized card that hits your customers at a time where they’re most receptive to thanks will get you remembered for retention, referrals and rewards.

Whether you choose our cards or have your own personal cards designed and printed, just make sure you send this important message to your customers:  Happy Holidays. And also to you.

Adams Hudson
President, Hudson, Ink