We’re back with a common question about holiday marketing emails, just in time for the upcoming season.

As always, this information is timeless, and worth sharing beyond a direct response to the person asking.

Let’s dive in!

QUESTION: “Charlie, it seems like everyone gets bombarded with marketing messages over the holidays. I’d like to send an email during those times, but I’m afraid to upset my customers. Am I being paranoid?”

ANSWER:

First off, I commend you for valuing your relationship with your customers – instead of looking at them like walking dollar signs!

That said, if your emails are designed to add value, entertain, or provide your customers with a preferred benefit… There’s no harm in emailing them over the holidays.

Now, rather than me giving you my opinion, let’s see what the facts say…

According to Tom Sather of Return Path, while people got 10-20% more marketing messages during the holidays, they still engaged with their email at the same rate (22.8%) – and spam complaints remained low (.63%).

In other words, there’s no harm in sending holiday marketing emails!

…And I’d encourage you to consider doing so. Like all marketing, though, it’s important that you keep track of your open rate, click through rate, and your revenue. General statistics are a good guide, but the statistics behind your own efforts mean much more.

Make sure you’re testing all of your campaigns… And above all, focus on the value you can provide to the people receiving your emails. When you’re putting the prospects and customers first, your material will reflect that.

If your holiday marketing emails are actually valuable, people won’t remind getting them!

In your corner,

Charlie