You know the email I’m talking about.
It lands in your inbox the week before the Fourth. Subject line: “Wishing You a Safe and Happy Independence Day!” The body? Red, white, and blue clipart. A generic message. Maybe a stock photo of fireworks. You open it. Or you don’t. Either way, it disappears into the abyss of email oblivion faster than a sparkler burns out.
Knowing this, should your agency send a holiday email for Independence Day?
Yes. But only if it’s worth opening.
At this point all of our inboxes are a knife fight. Everyone’s swinging for attention, and most emails miss. Badly. If your holiday email doesn’t offer value, it’s not just ignored. It’s resented. Especially if it’s the same copy-paste fluff you sent last year.
Here’s some good news… you don’t have to be a copywriting wizard or a marketing guru. You just need purpose.
Start with logistics. Let people know when your office is closed. Tell them what to do if there’s an emergency. Include a link to your carriers’ claims pages. That’s not fluff. That’s a public service.
Next, an optional spotlight of your culture. Marching in the town parade? Grilling hot dogs in the parking lot? Sponsoring the fireworks? Share that. Show the humans behind the insurance.
And please, for the love of your brand, write like a person. No clipart. No jargon. One or two paragraphs. Friendly, useful, done.
Don’t send a holiday email because you feel like you should. Send one because it gives your clients something useful, shows them who you are, and maybe, just maybe, makes them smile.
The agency that wins isn’t sending more messages. It’s sending better ones.