For many brands, Christmas is the most commercially critical period of the business year and an effective email program can be the difference between ending on a high or with a hangover. Here we take a quick look at the role increased email frequency plays over Christmas and at what you can do to get yourself in a position to take advantage.

Brands send more email at Christmas and are sending it earlier

Our own inboxes highlight that between October and December 2012 there was a 19% increase in email frequency in comparison to the previous quarter and 33% more emails received in December than September. 65% of major online retailers are starting their Christmas campaigns and more than 20% of promotional emails mentioning Christmas are being sent before the end of October1.

Consumers want more email at Christmas IF it offers value

Some marketers may fear increased frequency will be perceived as spamming, but perceptions of frequency are tied to value. As the value of promotional email around Christmas is higher, subscribers expect and tolerate increases. If you also increase the value of your offering, then consumers’ tolerance levels for more email will increase even more. To justify increases in frequency, brands should develop a framework for their messages, building campaigns around themes such as advent calendars, 12 days of Christmas or other countdowns, to build a sense of anticipation. These themes may not always seem original, but as a period tied into tradition subscribers do not expect originality, so embrace the tradition. Many brands will also increase the number of service based messages, which can offset perceptions of increased frequency and provide valuable information for subscribers. With many consumers last-minute panic buying, providing information on last delivery dates, returns and free shipping (which is expected rather than an incentive over Christmas) service messages give confidence to subscribers, whilst also offering an opportunity to cross sell items such as gift vouchers.

Use your data to find the optimum frequencyIncreases in frequency should be delivered responsibly, with a balance between relevance and volume before customers feel overwhelmed. As with any other time of the year, it is vital that you react to data and use it to drive decisions; if it tells you your optimum frequency has been reached, react and adjust your programme.

FIVE simple tips to get your email program ready for a successful Christmas

1. Plan your campaign early

2. Make sure you have enough resource

3. Make sure your templates are fresh and distinct

4. Create offers with mass appeal, find offers relevant to everyone

5. Check volumes & limits with your ESP

http://www.mediapost.com/publications/article/184771/six-email-marketing…

Last updated: Aug 05, 2016  admin  

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