Don't wait until Black Friday to start setting expectations and charting a course for your bargains and offers. While you don't want to discourage customers before the holiday begins, using the days and weeks leading up to smartly laying the groundwork for what you'll be delivering (and why recipients should be looking forward to it) can make a big difference. during Black Friday. arrives and inboxes are overflowing. To learn how Black Friday email campaigns were different last year, check out Unprecedented Email Sending Volumes for the Holidays of 2020 . Create your schedule and add many breaks There's no substitute for planning ahead, especially when things go wrong.
Planning your mailing schedule not only helps you avoid over-mailing recipients, but also allows you to build in “days off” between mailings. It can be tempting to schedule mailings every day during the holidays, but having a few days a week when you don't make offers to recipients is good for your mailing. This downtime can be very useful to prevent problematic volume spikes due to unscheduled sending or to rest your sending reputation . You can avoid disaster by studying with our Black Friday and Cyber Monday 2021 email examples and information . When things job title email list in the world change rapidly, it's often necessary for email marketers to change course as well. Shipping realities may change rapidly during this time, or your in-store capabilities may change, and you may suddenly need to update your customer base with emergency shipment. Having a day or two during the week with lower scheduled volumes gives you the flexibility to make that emergency send without more than doubling your volume compared to your standard high-volume send days.
(Note: Doubling the volume may cause delivery disruptions.) Or, you may see evidence that your messages are being filtered to send a bit heavier than normal spam. Having about one day a week to simply rest your reputation during this time can help prevent these reputation issues from getting worse. A sending schedule with built-in breaks gives you the flexibility to adjust your sending as needed during a potentially chaotic month. Mailing List Hygiene Before creating your first holiday email broadcast, prepare your email program for an influx of mailings. That means cleaning up your list, refreshing your models, and segmenting your lists with enough time to test any issues before the big holiday bargain. A surefire way to prevent your emails from being delivered is to send them to an overlooked list. Sending to old email addresses or addresses that have not interacted with your email recently increases the likelihood of landing in spam traps and soliciting complaints.