Best of the ISP-Lists

The Giving Season

Members of the ISP-Marketing list disagree completely about the value of rewarding customers during the holiday season. Some ignore the season entirely, while others embrace it enthusiastically.

[December 15, 2000]

On the ISP-Marketing list in December, JBA inquired,

"I am looking at giving some type of reward during Christmas to about 500 loyal customers who have been with us for almost five years. Any creative ideas?"

A number of respondents threw out suggestions:

[JM offered] "How about bundling in one or two additional services (additional email accounts, etc.) and calling them your 'gold' customers?"

[JB countered] "How about a customer-wide drawing for a new full-blown PC system, complete with a free year of Internet access? Total cost to you would be less than $3000, but it gives all your customers a fair chance of winning. You can promote the drawing on your Web site throughout December, with the drawing on Christmas Eve."

[HK advised] "Why not send them a real Christmas card, written and signed by the CEO? Thank them for their loyalty and ask them to give you five more leads. If their leads sign up, then give them something in return. Costs less than five bucks, and gives you hundreds of potential new customers." Others warned that Christmas might not be the best time to be giving gifts:

[RDG suggested] "This may seem a bit 'Bah Humbug', but I'd say you should not give a Christmas gift at all. Many other vendors are going to be doing this at the same time you are. Reward your customers for staying with you after all the sweet offers are over. Give them a gift when they will remember it, not at Christmas."

[BH added] "I like the idea of rewarding loyal customers, but if you do them all at Christmas you face a serious cash crunch. Look at the idea of rewarding them on the anniversary of their first starting with you; this allows you to spread the expense out over twelve months."

[TF agreed] "Wait until the holiday rush is over. Typically, in June or July, we send something to our longer-term subscribers. Those with us four or more years with us received a box of Girl Scout cookies last year; my niece was the winner in our county for most cookies sold! We do think it means a lot to send a small thank you gift every once in a while."

—End