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Email Critic – How To Handle Email Frequency During The Busy Holiday Season


Email Critic – How To Handle Email Frequency During The Busy Holiday Season


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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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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