Since we’ve talked about content the last two days with our posts on staying consistent with your branding and personalizing your messages, for day 3 of our 12 Days of Holiday Sending, we’re going to change gears and move on to our next topic, volume! We see a lot of our customers increase their sending volume over the holidays, which is great. We understand that during the holidays, you probably have more things to communicate to your customers. Whether it’s a sale over the weekend or a brand new product line that just screams “stocking stuffer,” the tricky part lies in keeping those messages valuable and relevant to your recipients.
Take a look at your holiday email program (and the content in those emails) and ask yourself, “Do my recipients benefit from reading this? Or am I just trying to stay top of my mind by staying at the top of their inbox?” As a business, it makes sense that you want to communicate with your customers often when you have exciting news. But make sure it’s reciprocated. What you deem kickass and newsworthy, may not be what your recipients see as kickass and newsworthy.
Also, it’s worth noting that if you’re a relatively new sender on a dedicated IP address, with a large recipient list, you’ll also need to make sure you’re warming up that IP with gradual increases in sending volumes. Internet Service Providers (ISPs) like a steady, predictable sending cadence, so slow and steady wins the race.
Check out the SlideShare below for the rest of our deliverability team’s holiday sending tips: