Holiday eMail marketing: Dealing in feelings

Cynthia Edwards of Razorfish had a great post Monday asking a very good question:  Do your eMails reflect the emotions that define the holidays? She used half a dozen classic Christmas songs to illustrate the moods present during the holidays and suggest an approach. This is excellent reading and good advice but, she pretty much steered clear of something that has become a touchy subject: the holidays and the inclusion of many cultures and beliefs being integrated as our global village grows.

A few years ago in Toronto the debate heated up when a civil judge ordered the removal of a Christmas tree from a courthouse after a complaint was lodged. I remember thinking at the time that in the season of giving here we were taking something away and worse, in a season of sharing here we were depriving ourselves of an opportunity to do just that.

Why remove a Christmas tree (or any holiday symbol) for the sake of equity when what could have been done is to add the cherished symbols of other faiths and share the joy which comes from understanding our differences rather than the ignorance which comes from fearing them?

Unfortunately, eMail marketing is not a lobby in a courthouse or the atrium of a shopping mall which is open for passive traffic and can afford to be a bit more inclusive. An eMail arrives in your inbox and all you see is the subject line. If that subject line is not inclusive to you then you likely won’t open it. This has nothing to do with your feelings towards other seasonal celebrations – if you aren’t shopping for Hanukkah gifts then you probably won’t open an eMail from a marketer wishing you a happy one.

In order to cast the widest net, eMail marketers have to use the most generic terms possible and that means recognizing the holidays and the emotions that they engender but, not the specifics which may alienate someone. The good news for marketers is that these holidays all seem to share some basic emotional qualities such as love of family, good will and reflection. As Cynthia suggests, you can key on these emotions to connect with your potential market.

Perhaps you might want to include a thank you card with best wishes for the New Year written in a number of languages or even a corporate video holiday card with staff holiday greetings. Perhaps the staff might want to suggest some good presents to buy from your company while they are at it?:) All kidding aside, in the end what this will really do for you is humanize your brand by showing the people behind it and that’s a good warm fuzzy. Afterall, while it’s the holidays which bring us home…it’s the people, family and feelings which make home worth coming back to.

I’d like to hear your take on the whole issue of holiday marketing! Post your comments!

Takeaway: Your holiday eMail marketing campaign should touch on the positive feelings common at this time of year and focus on what the holidays all share.