Imagine Santa Without His List

T’was the night before Christmas, and all through the house

The children were nestled all snug in their beds

While visions of sugar plums dance in their heads, Santa makes his annual journey to deliver toys to all the children.

Have you ever considered how Santa’s operation would function without his list?

How would he check who’s naughty or nice?

How would he deliver the toys to all the children?

How could he possibly deliver the right toys?

Just imagine Santa without his list.

First, Santa needs to know what toys and gifts to deliver.  

Plus, he needs to know what toys to give to each child.

Essentially, he needs to know and understand his audience.  

He needs to understand the different segments of his list to serve each one to the best of his abilities.

He has smiles to deliver each year that last for generations.

Here are some different aspects of how Santa’s list affects his operation and how these concepts can apply to a customer list.

1. New Babies Are Added To The List Each Year

New babies are born and added to Santa’s list every year.

Essentially, his list is always growing.

Every email and customer list needs new people added to it for a healthy, growing, and thriving business.

A customer list is the most valuable asset of a business, but it is also a perishable asset.

Remember, new subscribers can become first-time buyers, multi-buyers, loyal customers, and advocates for a business. But a list needs to add new subscribers to cultivate relationships.

2. Children Become Adults

With Santa’s list, some children may age off the deliverable present list. Some children may stop believing. Some get older and become adults. Plus, there may be other reasons Santa may stop delivering presents. (I can’t imagine what those reasons are. Who doesn’t want gifts from Santa?)

Although some adults, who still believe, may still receive presents. Just so you know, I am one of those adults. I still believe in Santa, and there is magic in believing. 🙂

Even if you do an exceptional job of delivering value to your customers, some will still unsubscribe. Customers’ needs, wants, and desires change.

Remember, your list is your most valuable asset, but there is attrition with every list. This is why a list is a perishable asset. Some customers will no longer need your products or services.

3. Some Children Become More Engaged

As infants become small children, they may become more familiar with Santa.

So, as they become more aware, they may become more engaged. They look forward to Christmas morning and the presents Santa delivers.

And if you’re like me, you may have a lifelong admiration of Santa, this global icon and ambassador. Consider me a lifelong Santa fan! You might even say I am an advocate.

As the person gets to know the business more, they may become more engaged and move through the customer journey.

Engagement is a key component of cultivating customers.

Whether with prospects or strengthing relationships with current customers, engagement is essential for building a base of loyal customers.

4. The Naughty List

We can’t talk about Santa’s list without mentioning the naughty list.

The naughty list is supposed to be for children who misbehave. Instead of getting the presents they ask for, they get coal in their stocking or some other not-so-desirable gift.

For a customer list, we can think about the naughty list in several ways. These could be people who unsubscribed from our email list. They could be the least valuable customers. Consider them the 80-100% percentile of your customer base. These customers may have purchased but are less likely to respond to offers. You still need to communicate with them, but they are the least valuable segment of customers.

5. The Nice List

I can’t imagine Santa differentiates his gifts by how good the children are that year. I’m confident he just checks a naughty or nice box. I’m hopeful there aren’t many children on the naughty list. Moreso, I hope all the children get presents, no matter what list they are on.

For your list, you can think of the Nice list as your best customers. This could be your top 1%, 5%, 10% or 20%. These customers are the most engaged and respond the most to your offers.

Plus, once you understand who these customers are, it is easier to find more people like them.

Finding more people similar to your best customers can improve your marketing, increase response rates and revenue, and increase the overall customer value.

Remember the Value of Your List

Santa wouldn’t know what toys to deliver or where to deliver the presents without his list. Nor would he know who has been naughty or nice. Plus, a lack of a list would affect the toy factory. The elves wouldn’t know what toys to produce or order. Not having a list would interfere with Santa’s entire operation.

His Santa operation wouldn’t function nearly as well if he didn’t have his list.

Your list is your most valuable asset, but remember, it is a perishable asset. So, add new subscribers, engage your current subscribers, and always provide value.

In conclusion, when interacting with your customers, be like Santa. Be jolly, giving, go the extra mile, and always deliver service with a smile.

I hope the holidays bring you good cheer!