You can improve your over­all email deliv­ery, email open, and email pur­chase rates by ensur­ing the fol­low­ing five strate­gies are deployed this hol­i­day sea­son:

  1. Email Fre­quen­cy – Put the cus­tomer expe­ri­ence first and con­sid­er ask­ing if they want to receive increased email vol­ume dur­ing the hol­i­days. Doing so might reduce noto­ri­ous hol­i­day list churn and dri­ve stronger brand loy­al­ty.
  2. Extend Your Dates – A recent sur­vey by Retail­MeNot report­ed 45% of shop­pers plan to begin hol­i­day shop­ping before Novem­ber. Con­sid­er extend­ing cam­paign flights in both direc­tions; start ear­li­er, run longer.
  3. Design Bet­ter – Pow­er­ful visu­als with clear CTA’s are key for emails that con­vert. Addi­tion­al­ly, make sure your emails work across all plat­forms and devices your cus­tomers use before you hit send.
  4. Authen­ti­ca­tion – Accord­ing to the Online Trust Alliance report released in June 2017, half of the top 100 U.S. retail­ers, and a third of the top 500 lack prop­er email authen­ti­ca­tion and secu­ri­ty. Don’t let phish­ing attacks ruin the hol­i­days.
  5. Call to Action – Ask cus­tomers to add what they’d like to pur­chase from you to their cart — this will reduce fric­tion dur­ing the Black Friday/Cyber Mon­day fren­zy. Encour­age cus­tomers with items in their cart to check­out in order to claim your hol­i­day dis­count or offer.

Here’s the full info­graph­ic, Black Fri­day and Cyber Mon­day Inbox Expe­ri­ence.

Black Friday Cyber Monday Inbox Experience Rosy strategies