Holiday spending online is projected to grow more than 15 percent during the 2017 holiday season, and 2 percent for brick-and-mortar stores, according to eMarketer. That’s $916 billion in holiday spending opportunity for retailers over the next couple of months.
For many, the holiday campaign planning cycle has been in full swing for several weeks now. The focus is largely on new hot products and hotter prices, offer strategies, and maybe even a design makeover for creative templates. While those are all key elements for standing out among the competition this holiday season, those tactics pale in comparison to one: getting your campaign emails into subscribers’ inboxes.
On average, according to a report from my company, Retun Path, 23 percent of email messages sent in the U.S. land in junk folders or get blocked altogether. That means for every million subscribers you’re attempting to reach, 230,000 will never receive your email. Therefore, while deliverability may not be as flashy a topic as offers or design, it’s crucial for success amid the increased email volume of November and December.
Mailbox providers like Gmail, Yahoo, Microsoft and others each have proprietary methods for processing and filtering the billions of messages received every day. It can be tough to identify legitimate senders amid the many fraudsters. However, there are a few things you can do to help mitigate the risk of looking like a spammer:
Give your holiday season every opportunity to be the best yet! With a few thoughtful tactics in place, your messages can have the best chance to arrive in the inbox. After all, it won’t matter how beautiful the email looks if no one is viewing it.
This post originally appeared in Total Retail.
Bonnie is passionate about excellent customer experience. With a background in marketing, merchandise buying, and retail management, she helps companies stay relevant amid the changing digital landscape. Bonnie leads the knowledge and consulting teams at Return Path, the global leader in email deliverability. She is an active Email Experience Council committee member, featured speaker for events, and writes monthly for the Return Path blog and TotalRetail.
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