Welcome back to another edition of Sell More Printing, where we explore real-world sales and marketing strategies that you, as a printer, can adapt to boost your business. Today, we’re diving into a simple yet powerful idea: sending emails during the holiday season to capture auto-replies filled with new business leads.
The Hidden Value in Holiday Auto-Replies
While it may seem like the holidays aren’t the best time to send marketing or sales emails, they actually present a unique opportunity to discover new contacts. As out-of-office messages flood in, they often contain valuable information, such as alternate contacts and decision-makers within organizations. This gives you the chance to expand your network with new leads—people you might not have found otherwise.
By sending emails during key holiday periods like Thanksgiving, Christmas, and New Year’s, printers can collect these auto-replies and use them as a source of fresh contacts, leading to potential new business connections.
How This Helps You Sell More Printing
How can this strategy translate into sales for your printing business? The key lies in the relationships you build with these alternate decision-makers. While your primary contact is away, a temporary interaction with their colleague could transform into a long-term business connection.
Here’s how to turn auto-replies into actionable leads:
- Plan a Holiday Email Campaign: Create a plan for sending your emails during key holiday periods. Focus on making the email personal and friendly, as if it’s from a salesperson rather than a generic marketing blast. Holiday greetings, special offers, or even a simple thank-you email can work well.
- Track and Analyze Auto-Replies: As out-of-office messages come in, pay attention to the alternate contacts provided. Set up a system to log these contacts. Keep track of names, roles, and contact information so you can follow up with new leads effectively.
- Reach Out to New Contacts: Use LinkedIn or follow-up emails to connect with alternate contacts identified through auto-replies. Mention the colleague who is out of the office to provide context and create a smooth introduction. Offer your printing services in a way that meets their needs during this time.
- Follow-Up After the Holidays: After the holiday season, follow up with the original recipient and the alternate contact. Thank them for their time and offer to continue the conversation about how your printing services can support their upcoming needs. This follow-up helps solidify your position as a valuable partner within their network.
Enhance the Power of Holiday Campaigns
Did you know that Email Marketing For Printers can help you streamline your holiday email campaigns and manage responses more efficiently? With this service, you can schedule emails, track responses, and organize new contacts, allowing you to focus on building relationships with fresh leads. Visit our website to learn how Email Marketing For Printers can help enhance your marketing efforts year-round.
Join the Conversation: Share Your Holiday Success Stories!
What hidden opportunities have you discovered during the holiday season? Have you ever turned auto-replies into new business leads? Head over to our LinkedIn post to join the conversation and share your success stories or ask questions about how to make the most of holiday auto-replies.
This article originally appeared in the November 2024 issue of NPSOA magazine. For more information on how you can become an NPSOA member and enjoy the many benefits offered there, contact Member Services at membership@npsoa.org or head to their website at NPSOA.org.
