Our “A-Z of Email Marketing” guide is hot off the press, and to celebrate its release we’re spotlighting a few of our favorite letters. Today’s holiday email tip comes to you courtesy of the letter “F.” For the full alphabet of tips (26 of them to be exact) download our guide!
Frequency and the Holidays
Not to be confused with volume (which is the total number of emails you send) or timing (which is when you send), frequency is how often you send email to your subscribers.
Sending frequency has a way of shooting through the roof during the holidays—what started as an occasional message about sales or new products, can snowball into an email avalanche that’s headed straight for subscribers’ inboxes once November and December roll around. There are lots of exciting messages to share around the holidays, but people tend to get a little miffed when you up your sending frequency drastically and without a warning.
How to Avoid Making Subscribers into Scrooges
The pressure of helping your company end the year strong with awesome email campaigns, accompanied by the stress of not wanting to upset your subscribers, can make for one stressful holiday season. So, what’s an email marketer to do?
Don’t worry, you actually have a tool available to you that will help you accomplish your end of year goals and help keep your subscribers happy. It should be linked to in every email you send and puts your sending cadence in the hands of your recipients…it’s your preference center! You should update your preference center for the holidays so recipients are presented with an option to down-subscribe, or completely opt out, from your holiday emails. You’ll be able to keep subscribers on your list and they’ll have a bit more control over their inbox. It’s a win-win situation!
Just a friendly reminder, make sure that you follow through on your promises when it comes to preference centers. If someone chooses to receive a weekly digest, you should only contact them once a week—no excuses! Honoring down-subscribes and unsubscribes from your sending list is a great way to build credibility and trust for your brand. (And likewise, by ignoring users’ wishes, you risk doing some serious damage to your brand.)
Finally, don’t forget to add subscribers who have opted out of your holiday email program back into your usual sending list come January! For additional email marketing tips to help you get through the holidays and to set yourself up for success in 2016, download our guide.