During the festive season email marketing is bound to become your brand's main communication focus as campaigns that aim to make the most of the Christmas rush are sent out in droves. This means that brands will need to plan in advance in order to ensure campaign success in this busy and often overwhelming time for both consumers and brands. While planning a Christmas email marketing campaign includes the careful structuring of various elements, one basic aspect needs to be decided and set in place: your holiday sending schedule canada business database.
Choose the right day of the week
According to research on holiday email marketing trends, the highest open rate happens on Tuesdays. This is an interesting fact, but not one that can by any means be considered universal. Different companies and email databases experience different results at different times. The only sure-fire way to best determine you subscribers most susceptible time is to test your own customer email database. Send the same email with the same subject line to different segments of your email list on different days of the week - and be sure to diligently track the open and click through rates to see what works well and when.
Should you change the pace?
The holiday season is often a time when some businesses close and many families choose to take the time to relax and spend time with their loved ones. In South Africa the festive season coincides with the advent of summer - which means there is a truly relaxed atmosphere with many people choosing to make the most of the pleasant weather. The question then surfaces of weather brands should consider slowing down their email communications to match this holiday pace?
In short, if your brand sells consumer products, not only should you continue your usual email communications such as your company newsletter, your brand should consider pumping up your schedule. Remember: your consumers are relaxing but this actually coincides with increased spending - especially in the run up to Christmas. Consumers in the digital age are also more likely than ever to take their email with them on holiday. A large portion of current-day subscribers keep receiving email on their tablet or mobile devices even when their far away from their offices or schools - which means a well timed email marketing message could reach your consumers just as they head out for their annual Christmas spending spree - which is definitely where you want your brand to be!
When it comes to email marketing, it is always important to plan ahead, whether for the crazy Christmas time or any other part of the year. Consistency is something that subscribers have grown to expect from companies that engage with them in this medium and your brand should meet this expectation by following through. If the festive season is a particularly stressful time for your business it makes even more sense to plan and schedule your emails ahead of time.