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BizReport : Email Marketing : November 17, 2016

How to fight holiday email fatigue

More emails are sent between November 1 and December 24, arguably, than any other period in a calendar year. All those emails can lead to customer fatigue, which can lead to people unsubscribing from an email list or, worse, marking messages as SPAM. One expert offers three tips to fight email fatigue over the holidays.

by Kristina Knight

First, entertain ghosts of Christmas past by analyzing email campaign performance

"Dig into your data and look closely at the actions that customers took after your last three campaigns, as well as customer activity from last holiday season. The metric that matters most is the click through rate because it proves the email was delivered, opened and read. Looking at this metric, you'll also know which customers showed interest in what, which enables you to deliver even more tailored content," said Matthew Montoya, National Product Trainer from Constant Contact.

Second, deck the halls and clean your contact list

"Now is the time to take care of those bounced addresses, requests to unsubscribe, and duplicate contacts. If you focus on engaging the customers that want to be engaged with the content that you know they'll find of interest, you'll see response rates rise. Remember, it's quality over quantity when it comes to attracting customers and sustaining their interest," said Montoya.

Third, give them what they always wanted

"Instead of a one-size-fits-all holiday promo, send mini-campaigns to select audiences based on past behavior, recent purchases, and interests. The more targeted and personalized the message, the higher the likelihood that customers will take you up on the offer. They're also more likely to share it with their friends, which drives word of mouth and helps boost subscribers," said Montoya.

Tags: Constant Contact, email content, email fatigue, email marketing, holiday marketing tips

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