We had a great time sharing some best practices around holiday email programs last Tuesday with our webcast Holiday Sending Hacks. These 7 hacks will definitely come in handy for your holiday planning, so we didn’t want to restrict it to only webcast registrants!
Below you’ll find a quick recap of the hacks that we shared; keep them in mind as you prepare your seasonal campaigns.
7 Holiday Sending Hacks
1. Maximize Seasonal Subscribers – Pay special attention to recipients who engage consistently over the holidays. If they make a purchase, become active in a certain group, buy holiday cards, or listen to more music (whatever your business model is) make sure you’re interacting with them in response to their activity!
2. Segment Your Sending – Think about location in regards to where certain holidays are celebrated and segment your mail accordingly. For example, don’t send Thanksgiving-centric emails to customers outside of the United States.
3. Prevent Unsubscribes – We see an increase in sending volume sent by businesses over the holidays. All the discounts, sales, special offers, and product launches are exciting! But unfortunately, the deluge of emails can be overwhelming. Offer recipients a chance to “down-subscribe” or opt-out of your holiday emails in your preference center. Those customers will be happy to hear from you again come January!
4. Win Back Your Subscribers Before the Holidays – Send out win back campaigns before the holiday, but remember if recipients are unresponsive you’ll need to move them to your suppression list.
5. Test (a lot) – Test, test, and when you think you’re done testing, test again! Make sure your message is being well received. Poor engagement metrics (low click and open rates) means it’s time to rethink your approach.
6. Stay Consistent – Being creative and playing with your content during the holidays is a great idea. But straying too far from your fundamental brand (from address, logo, etc.) can be a dangerous game. Your recipients need to be able to recognize you.
7. What are your customers worth? – For most businesses, the holiday season is about maximizing revenue. So ask yourself, what’s worth more to your company: 500,000 holiday emails in the spam folder or 100,000 holiday emails in the inbox? We choose the inbox!
Remember: Poor sending practices will hurt your overall sending reputation, and that doesn’t go away when the holidays are over. Think of the long-term health of your email program!
To hear more tips about the hacks above, check out the on-demand version of our 20 minute webcast.