Preparing Your Email Marketing Strategy for the Holidays, Part 3
In the final installment of this three-part series (make sure to check out parts one and two), I examine why it makes sense to ramp up your frequency during the holidays, when to begin your holiday promotions and leave you with some offer strategies that work.
Stepping Up Your Frequency
As you all know, the holidays are a "make it or break it" time and you want to make the most of it. So, this is the time to take a calculated risk and step up your email frequency. One big danger in doing so is that you'll get more opt-outs, but you'll also get higher sales. It's a trade-off — and one that's worth taking.
One way to minimize your risk is to treat your inactives differently. Stick to your normal schedule with them. You might consider a strategy used by Zappos.com. The online shoe and apparel retailer sends an email to its list at the beginning of the holidays, letting them know that it will be sending three mails a week ONLY during the holiday season. The email reads: "From now til the New Year, we'll help you rock your holiday gifting. With three new emails a week (every Monday, Wednesday and Friday), you'll get tons of holiday hints for everyone on your gift list ... including you."
(By the way, the lighter green section near the bottom of the email is interesting. It shows Zappos Family Care Value: 6. Build Open and Honest Relationships With Communication.)
Timing Your Holiday Emails
You may also want to consider a slow buildup to the holiday season. I remember going into some retail stores in October that already had their Christmas decorations up. Some brands do start early, and some of your email subscribers may be early planners. Capitalize on this trend.