The holidays are among us and business owners everywhere are thinking about how to optimize their marketing strategies to expand their reach during the peak of shopping season. In a recent Marketing Land article titled, Holiday Email Marketing Insights, industry leaders shared their tips and recommendations based on last year’s holiday campaigns. Here are the highlights from their findings:
- Global inbox placement rates have slid below 80% in 2015. US brands identified as “legitimate senders” saw 24% of their marketing emails blocked or placed in spam folders this year — a steep rise compared to last year’s 13%. This could be due to refined technology and filtering approaches by mailbox providers.
- On Thanksgiving Day, open rates hit their lowest for the entire month of November. Brands planning Cyber Monday emails should be ready to compete, as it saw a huge surge of marketing emails sent on Cyber Monday 2014.
- Most email templates are designed for a standard desktop, with a set HTML width of about 600 pixels. This is too wide for most phones, and could result in unnecessary horizontal scrolling. Brands need to offer a plain text version in HTML for their marketing emails and not overuse images, as they increase the risk of emails being marked as spam.
- Less is more – Senders who sent 100 Black Friday emails — multiple per day — would be expected to average an 11% engagement, compared to 16.5% for senders who sent only 10 Black Friday emails. If you must send multiple emails per day, do so rarely and only to recipients who consistently engage with your mail.
How does this compare to your holiday strategy?