JR5
Holiday Email Strategies
The holidays are upon us - just curious to see if anyone has any favorite holiday email strategies they would like to share.
Does your sending frequency increase around the holidays? How do your layouts change? What kinds of promotions tend to work out well for you?
I definitely noticed an almost annoying uptick in sending frequency around Black Friday/Cyber Monday - to the tune of about 6 or so emails from some retailers in a 24-hour period. What is everyone else's feeling about tactics like that?
I too received an onslaught from some retailers that entire weekend, more than I think was necessary.
Most of our clients are b2b so we don't have to worry about any other than one client that deals in high end jewelry. They too will have increased sends over the weeks leading up to Christmas, but we did something a little different this year. To help make sure their customers don't get overwhelmed – even though at the peak, the week before Christmas, we only have one per day scheduled – we did a re-engagement campaign the week of Thanksgiving.
The idea was to make sure they are only getting the emails they want to receive (e.g. if it's a dude, he probably could care less what the latest fashion trends are). We offered them a $25 credit towards any online purchase if they updated their preferences, and had a pretty good response. There were some that obviously just wanted the credit, but there were just as many that went in and curated which emails they wanted to receive. Even those that just updated to get the credit we still got them to update their info and even got a dozen or so sales out of it.
Granted, their audience is a little unique given the price points of their merchandise, but I think it's something that everyone could benefit from. Even if you didn't offer some sort of incentive, it still touches base with the subscriber and lets them know you don't want to pester them too much.