As we approach the holiday season, many retailers will increase their email frequency to their customers. It’s always tough to determine the right frequency, especially during the holidays when customers are being inundated with promotional emails, often multiple times in one day, from the same retailer. A common misconception among marketers is that an increased number of emails equals higher revenue. In fact, suddenly increasing your frequency can cause a spike in complaints and a decrease in engagement.
The examples below show my Gmail inbox over a seven-day time span before and during last year’s holiday season to highlight the differences in mailing frequency.
Week of Black Friday/Cyber Monday:
5 tips for optimizing your frequency over the holidays:
Not optimizing for send frequency during the holidays can have a negative impact on your email program all year long. Not only will you see a higher number of unsubscribe requests, but an increase in spam complaints can also cause mailbox providers to start filtering your mail into the junk folders.
Following these five tips will help you make the most of your holiday sending strategies while promoting your brand and also keeping your customer’s happy. For more great holiday tips, check out our latest Infographic: 10 Email Tips to Keep your Holidays Merry and Bright.
Jamie Cain is a Technical Account Manager at Return Path. She brings six years of email marketing experience, having worked on both client and agency sides. In her spare time, you'll find Jamie traveling, even if it's just to the beach to soak up some sun and read a thrilling mystery! Connect with her on LinkedIn: www.linkedin.com/in/cainjamie
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