Manufacturer Holiday Fail

By John Honovich, Published Dec 19, 2012, 07:00pm EST

Dozens and dozens of holday emails from manufacturers over the last week - and almost all of them are failures. Here's an example of the typical email:

holidays example

That's it - just a generic picture with nothing else. Note: The manufacturer's name, originally in the lower right hand corner, is masked but it could be any manufacturer simply by switching out the overlay.

Do Better

Emails, unlike print mail, carry far less weight, literally and figuratively. If you are going to send an email greeting, say something interesting. You have a chance to impact your audience rather than just be yet another message to be glanced at and deleted.

In the Holiday spirit, here are IPVM's recommendations for better manufacturer emails:

  • Share Your Success: If you launched new products, achieved sizeable goals, won fake awards, etc. tell us. Just like Aunt Mable lets us know about Joey took first in the 3rd grade spelling bee, you can inform and potentially impress us.
  • Tell Us About the Future: If there is some big new release or major new shift that will benefit the reader, share it. Just like if a friend was expecting a child, you can share the good news.
  • Offer Something: If the email is going to customers or dealers, give some 'gift', it could be a discount on products, a free software tool, a new guide, etc. Make people thankful to have received the email.
  • Be Funny: Even if you cannot do any of the above, try to make it amusing. If you cannot think of anything on your own, Elf your CEO - it's old and it's corny but it's more amusing than a blank email.

There has to be a better way than 99% of manufacturers sending a generic form email.

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