The Holiday Email Marketing Balancing Act

The Holiday Email Marketing Balancing Act: Turning Email Volume Up and Down to Capitalize on the Giving Season

Turning Email Volume Up and Down to Capitalize on the Giving Season

Has your email inbox gotten more crowded since the holiday email marketing season has begun? Of course it has. Now email after email hits my inbox, most of them from brands I buy from, but definitely in a higher volume than usual.

That’s not unusual, as you know. Marketers send more email during the holidays. Last year, email volume increased 23% over the previous year. And it will likely do the same thing this year, because research shows and experience supports that sending more email equals more revenue.

But here’s the thing: Even if the increase in frequency you’re doing is optimized, your customers are also on the receiving end of everyone else’s increase in frequency too. So to maximize your revenue and good will consider these simple tactics this season.

Send more of the right kind of email
You’re not doing anything wrong by sending more email, but you do risk generating some ill will because you become part of that cumulative onslaught. With that in mind, here’s an idea: To make sure you’re maximizing your effect (and ROI) during the holiday email influx, maybe you should decrease the number of other emails you usually send.

Turn down the one…
“What?”,  you’re probably thinking. “Send less email??” Yes, less email, but I don’t mean your holiday campaigns. I mean your non-holiday drip campaigns, triggered emails that are unrelated to buying.

…and turn up the other
Then turn up the volume on your holiday email marketing. Send more one-off bespoke campaigns, or do something simple like resending campaigns to non-openers using different subjects lines. Also send more behavior-based or transaction-based triggers like cart abandonment and browse abandonment emails, as well as “you might also like” cross-selling and up-selling emails. Rather than send more of all kinds of email, focus on sending more of the emails that are appropriate to this busy buying time of year.

Taking this approach is also an opportunity to stand out: Given that email is so valuable this time of year, it might be a good time to take some of your programs off auto-pilot and opt for creative campaigns that stand out in the inbox instead.

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