I have an idea for you to engage with your customers and prospects this time of year – send them a year in review email.
An effective year in review email builds trust in your business, shows your growth while strengthening your market position.
Think of your year in review email as an annual review of your company’s top highlights from the past year and a recap of your best blog posts, articles, webinars, and other customer-centric content.
Many brands use an annual report to brag about their successes, and that’s why they fail.
You’ll get so much more engagement if you keep the content customer-centric and not boastful.
This is not the place to brag about your rankings or brag about why you are the best. Always ask yourself “why would my audience care about this content?” “Does it educate them or help them?” and if you can’t answer that, omit it.
If you’re providing a product solution, use email to remind your audience how much your product or service has helped them succeed and inspired them to achieve even more next year.
You can also share stats and facts that show milestones and how you’ve grown, such as: reached x clients, welcomed x new team members, opened a new location, moved to a bigger office, launches of products and partnerships, mergers, anniversaries, a rebrand or lateral growth. You can also highlight specific customers. Just avoid vanity measures.
Examine your behavioral data and identify trends within your audience, such as top selling products, most popular blog posts and customer alerts, most shared social media posts, and more.
Consider recapping some of the best stories or interesting stats of the year in your industry, and for each, share a quick thought, action you’ve taken, or relevant advice.
You can also look ahead to 2022 – discuss industry trends, highlight upcoming events in 2022 or upcoming launches.
Add personalization, where possible – pull in customer-specific stats and embed them in the content.
At the end of the email, thank your readers and make it easy for them to share the content with others.
Create a call to action based on your business goals. Drive readers to your website, encourage newsletter sign-ups, or encourage social media following.
In-Year emails are great for generating leads and conversions, engaging your audience, and building customer loyalty and are often overlooked.
Copyright © 2022, Stefanie M. Marrone. All rights reserved.National Law Review, Volume XI, Number 363