Holiday Promotions for Your Email Marketing Program

One thing that will get you on Santa's naughty list is targeting customers who have already disengaged. Many marketers are tempted to send their holiday email promotions to customers who haven't engaged with their brand in quite some time. They assume that sending the campaigns to more people will result in more people seeing the offers, but this isn't necessarily true. The addresses you've been suppressing throughout the year due to inactivity may include spam traps, and sending to spam traps and inactive addresses can lead to deliverability issues. With September through December being such an important period for holiday e-commerce, don't dig so deep into the data file, or you may end up with coal.