Giving your customers the satisfaction they deserve in December
December is a month full of expectation. The year is closing and everyone hopes for a good outcome, for something to show for it. Add Christmas, and a set of near-universal values leads people to expect to be loved, accepted, included — even indulged.
Marketing strategy is often about stimulating consumer desire and drawing out those expectations, so that meeting them produces business and, with it, a relationship people come to rely on. On that basis December is a rare opportunity to give consumers the satisfaction they are already looking for.
But in an age that prizes personalisation, even universal expectations have to be handled individually. Do that and the satisfaction is greater, lasts longer, and produces higher loyalty toward the brand that provided it.
Two things follow:
- Consumer expectation is already primed. What remains is to make your products and services widely known and recognised.
- Consumers must be treated as distinct individuals.
Run your promotional activity purely on breadth and it can still work — but you miss the opportunity that distinctiveness offers.
eDM email marketing is a very good answer here. It reaches broadly, yet to the customer or reader who receives it, it reads as a personal conversation — they have no sense of how many others received the same message. And if you have already segmented your market and are sending content and offers matched to different needs, customers feel genuinely well treated.
It is time to use eDM email marketing to give your customers a satisfaction that lasts.