Travel Gift Certificates a Hit!

Three weeks before Christmas '06, Wanderlust Tours sent out a short, postcard-style e-mail to their entire database to remind shoppers that a gift certificate would be a great gift idea. Although open rates were average, Wanderlust's gift certificate sales tripled in '07, all due to a simple, clean, full color, HTML e-mail postcard.

E-card ideas

Give a little gift -
Say thank you with an exclusive coupon. Ask them to print the e-card and bring it in for some percent off their next purchase, or to receive a special gift. You know what kind of "gift" is valuable to your audience. Make it special and make it clear that this offer is only for those on your email list, then it truly is exclusive.

Spread some cheer -
Thank your list members by giving them something intended for forwarding. Include a family and friends discount in your e-card. An enticing offer can make your e-card go a long way and get great results. Also, you can grow your list by adding a sign-up link at the bottom of the card.

Eat, drink, and be merry -
Share a favorite holiday food or drink recipe. Most people have a number of parties that they attend over the holidays, with workmates, friends, and family. And many times they need to bring something. Help them be the life of the party by sending them a recipe for a dish or beverage that's guaranteed to hit a homerun. Make it quick, easy, and enticing. Include a photo (if you have a good one).

Give a tip -
Serve up a few helpful tips (relevant to your audience, of course!). You can send some general holiday tips like "5 ways to cope with holiday shopping" or tips that fall within your area of expertise. For example, a travel agent may send "5 Tips for Easier (or safer) Holiday Travel." Think about what would be useful to your audience. Be creative. And if that's not your forte, then brainstorm with a creative friend.


Check your offer.
When you've decided on your offer, run it through this checklist to make sure it is as effective as it can be.

1. Does your offer have a high perceived value? "Perceived" is the key word here. It just has to be something of value to your audience. If you are a professional dog trainer and send an email to your list of people who each just got a new puppy, a valuable offer would be the downloadable article, "How to Train Your New Puppy."

2. Is your offer easy to understand and take action on? Make it simple. Don't add a lot of conditions or steps. If you can, stick with one step...call this number, click here to download this whitepaper, type in this discount code, or register here.

3. Is your offer relevant to the product, service, or event you are promoting? A great offer isn't just good for the person who receives it; it's good for your business or organization too! Especially in the case of lead generation, you want your offer to tie into the product you're selling, event you're promoting, or service you're providing.

We wish you a blessed holiday season and great new year!
Sincerely,
Rob Sexton
First Data ISS