Email marketers face mounting challenges during peak sales season. During this time, their workloads multiply as they ramp up their marketing campaigns.
Further complicating matters, the peak selling season is getting longer. Peak sales season used to start on Thanksgiving and end with New Year’s sales. However, Black Friday now extends into Black November, Cyber Monday is more like Cyber Week, and New Year’s sales now run well into January.
Then, marketers must consider regional events—including APAC’s Click Frenzy, Diwali, and Singles’ Day—that all happen before Black Friday.
After factoring in back to school promotions and Chinese New Year, the original six-week sales season is now closer to three-and-a-half months. And that’s without factoring in Valentine’s Day, Easter, or Mother’s Day!
More sales and email campaigns lead to rising numbers of discounts, countdowns, and “last chance” emails hitting inboxes.
This increased sending volume in turn leads to subscriber fatigue, higher complaint rates, and lower engagement. The result? Deliverability problems and a downturn in email ROI.
For more marketing tips to help you achieve better peak season performance, watch the full webinar.