Email Critic – How To Handle Email Frequency During The Busy Holiday Season
By: Email Critic
It’s hard to believe, but the busy holiday season is nearly here.
In just another month catalog companies will start sending out the first holiday catalogs. Shortly after that the holiday emails will start hitting the market and for about two to three months consumers will be finding their inboxes full of offers, promotions and new merchandise.
The holiday season is important for many companies. Retailers count on the fourth quarter for much of their sales as people do their holiday shopping for families and friends. Businesses in other industries also take advantage of the holiday season as a time when people are opening their wallets for a variety of products and services.
Email strategy is important as the holiday season approaches. There is a lot of competition for the inbox. Consumers will be strained as they look through their inboxes every day. The tendency will be to delete more emails than normal, but with a good strategy companies can still win the inbox war.
Here are three items to remember as you plan your holiday email frequency.
Consumers Don’t Appreciate Drastic Changes
People don’t like change. Well, people don’t like drastic change. We become comfortable with the way things are and we don’t like to think about the unknown that comes with change. One of the biggest fears for people is fear of the unknown.
When you’ve been doing something for a long time like emailing your customers once a week or once every day your subscribers become trained. They appreciate the consistency because they don’t have to worry about the unknown.
The biggest thing to avoid with your holiday email strategy is to change your frequency fast and furious. People will freak out if you go from mailing once a month to every day. You’ll receive more spam notices and more people will unsubscribe.
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