Collecting data is the backbone of all good email marketing. Use both last year’s Q4 data and other information you’ve collected throughout the year to help you craft stronger subject lines, more click-worthy calls to action, and more valuable content. Email campaigns informed by data and testing always perform better than trusting a feeling or leaving success to luck.
The biggest aspect of a successful seasonal email promotion is timing. It’s crucial to send the right message to the right subscribers at the right time. Reviewing data, segmenting your list, and understanding the demographics of your customers can help you do this. Also make sure your promotions allow enough time for shipping and in-store visits.
How often you send emails plays a large role in your conversions during the holidays, but be careful not to email too often. Everyone wants that coveted space in the inbox. If you choose to email more frequently, make sure to include a range of emails--not just coupons and promotions. Heart-warming stories and content are particularly applicable this time of year, and they help build relationships and make you stand out from your competition.
If you have multiple autoresponders or email cycles going, consider deactivating them during your holiday promotions to avoid too much overlap in content or frequency.