To kick off our “12 Days of Holiday Sending,” Kate discussed the importance of staying consistent with your branding (especially your “from” name) during the holidays.

Now for Day 2 of our 12 days of tips, we’d like to share another content tip: remember to always (not just during the holidays!) personalize your email content. There’s no excuse to not at least address your subscriber by name. But why not take it a step further—customize your messaging based on your subscriber’s past purchase behavior or past engagement behavior.

Customize Your Message

You should treat your most engaged users with different attention than your less engaged users. After all, these subscribers are your real brand advocates—the ones who are more likely to praise you on social media, recommend your product or service to their friends, and continue to be loyal to your brand. So take the holidays as an opportunity to thank them. Offer them special discounts or other offers to show that you appreciate and value your relationship with them.

By addressing your subscriber by name, sharing content or products that are complementary to what they’ve liked in the past, and rewarding engagement, you’ll show your subscribers that you really care about them—as individuals—this holiday season. I think we can all say “cheers!” to that!

To learn more about how to “send smart” this holiday season, check out our SlideShare tips, inspired by our Holiday Sending Hacks webcast, below:

Jillian Smith
As Twilio SendGrid's Sr. Director of Content, Jillian is responsible for ensuring that SendGrid provides valuable thought leadership content through the blog, whitepapers, webcasts, and more. When not writing and editing, you can find Jillian frequenting Denver restaurants in search of the best queso.