As holiday decorations start to deck our halls, holiday emails start to inundate our inboxes. For the sake of your subscribers’ sanity during this hectic (but wonderful) time of year, here are a few tips to make sure your holiday emails feel like a thoughtful gift–not an underwhelming, irritating lump of coal.
#1. Coordinate With Your Existing Campaigns
Most senders have a cadence that their subscribers have learned to expect from them. But often with the holidays, additional mail is added to existing streams without regard to already-scheduled emails.
Keep a keen eye on ALL the mail you’re sending at this time of year—not just the fun, themed emails. Actually, while you’re at it, take a look at all of your marketing campaigns (email, push notifications, SMS, etc.) and ensure you’re not going overboard. Email exhaustion is a real deal breaker. Don’t make your recipient think twice about hitting unsubscribe or even worse, the spam button!
#2. Make Your List, Check It Twice
When was the last time you took a look at your list and made some adjustments based off of your engagement metrics? I know it sounds counterintuitive to intentionally reduce your number of recipients, but when it comes to your email list, less is often more. Fewer email addresses that aren’t engaging with your brand mean Internet Service Providers (ISPs) will view you more favorably…hello, inbox!
If you need a quick gut check on best practices for growing your list, take a gander at the SlideShare below:
#3. Offer Special Holiday Promotions
After Black Friday my wallet just about limps its way into the new year. Between extra social outings and gifts for friends and family, I, like many others, am on the lookout for a way to save a buck or two. One way to provide value and build a rapport with your subscribers is to email them exclusive discounts or special offers.
You could take a more targeted approach and use special discounts as a tool for positive reinforcement. Every email program has a select group of recipients who are bulletproof openers and clickers—why not take some time this holiday season to thank them for that loyalty? ‘Tis the season after all!
#4. Gift Your Subscribers the Option to Down-subscribe
I mentioned not tempting your recipients to unsubscribe with too much mail, but in the event you feel that you can justify sending more mail, at least keep your relationship intact by offering an option to down-subscribe for the holidays.
Update your preference center to include an option along the lines of, “Need a break during the holidays? Click here and we’ll be back in touch in January.” The considerate gesture will probably make your subscribers appreciate seeing your mail in their inbox even more!
Still craving some holiday email content? Review our 12 Days of Holiday Sending blog series!