How to Start Preparing for Holiday Promotions

You may think it's too soon to talk about holiday promotions, but for email marketing, the time is now! The holidays often involve the biggest promotions of the year, so it’s important to plan your strategy well ahead of time. 

For many senders, Black Friday and Cyber Monday are the biggest days of the year in terms of promotions and sales. But without proper preparation, senders can run into deliverability issues that can derail even the best marketing emails. 

In this episode, we talk about common mistakes, how to avoid them, and what you should start doing now to prepare for one of the busiest times of the year.

Main Takeaways

Plan backward. Define what results you want for the holidays and then work backward to how you can achieve that with your email strategy. Start running re-engagement campaigns for subscribers who haven't opened your emails in the last 90 days. If subscribers don't re-engage, remove them from your list.Consistency is important. Make sure you’re sending emails to your list throughout the year and not just when you’re trying to sell something. Slowly ramp up your sending so that by the time you reach Black Friday and Cyber Monday, your email volume looks like a nice consistent incline instead of a sudden leap in volume.The most successful creators are the ones with an engaged list. Work on engaging your list better and not just growing it.Don't throw best practices out the window in pursuit of a sale. The push for sales can make it tempting to email any subscriber you can find. However, this can cause your holiday emails to get lost in the spam folder, which can significantly impact your business.

“Don’t throw best practices out the window in pursuit of a sale. Because if you do that, when you’re trying to make that big sale, there’s a good chance it’s going to go to the spam folder.” ~ @alyssa_dulin

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