As many email marketers know, the holiday season starts in August – and in the true holiday spirit, it can get pretty nasty out there with crowded inboxes, aggressive spam filtering, volume caps set by ISPs and subscribers looking for the best sale.
Those visions of sugar plums and high response rates that drive purchases and boost sales are not off base – our 3rd Annual Holiday Survey confirms what you already know: holiday email works. Roughly half of the respondents (49.1%) in our survey took advantage of several email offers during the holiday season.
Just how big of a challenge is it to break through the holiday clutter? A recent blog posting by Chad White at the Email Experience Council lists the Top 20 Retail Email Days. The most popular day of the year (June 2006-07) was the day after Christmas (53.1% of retailers sent email), followed by 14 days before Christmas, 10 days and 7 days (49.0%, 45.9% and 44.9% respectively). In fact, 12 of the top 20 days to send email are all related to Christmas, which explains why consumers’ inboxes are stuffed to the max.
Hmmm. Seems like all email marketers have the same idea – send more holiday email! So how can you keep your messages from getting lost in the avalanche of offers that subscribers receive? Our Holiday Survey sheds some light. The biggest driver of whether or not respondents chose to open and read emails was if they found “prior value” with the email program (their decision was based on the fact that a previous email proved useful and relevant to them). During the inbox onslaught, your messages will stand out from the pack and remain top of mind for holiday shoppers when you consider the following:
While the holidays are often a time of excess, don’t let your email program become one more thing that your subscribers feel compelled to get rid of – or worse, report as spam to their ISP.
Want more holiday email marketing ideas to chew on during the dog days of summer? Attend our Holiday Planning Webinar on Tuesday, August 28th at 3:00 PM EST.