Navigating the Holiday Rush: How to Increase Content, Not Complaints
Make sure to provide details on what the frequency increase will be and how long it will last. Exactly how often can subscribers expect a message? Daily? More? When can they expect the volume to drop back to normal levels? Consumers—your customers—are actively seeking offers during the holiday season; sending more of them during a time when they're interested is often welcome, especially if they trust you to send less when their interest dips.
Keep Your Promises
Plans change and tactics shift, and especially when your best opportunity to monetize your email relationships lasts only a few weeks it's tempting to redouble holiday efforts and beg for forgiveness in the New Year. Please don't give in to this temptation. You can't apologize to people you can't communicate with. Once they've unsubscribed, you've either lost them forever or you'll have to pay to reacquire them.
Tom Sather is Return Path’s senior director of email research. Tom uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox. He began his Return Path career as an email deliverability consultant working with top-brand clients like eBay, MySpace, IBM and Twitter. Tom’s previous experience includes roles with email service provider Experian and on the abuse desks for AOL, Bellsouth, AT&T and GTE.