For the emails that you voluntarily opt-in to, you expect to see an increase during the high season for particular products and services. (So for the underwater basket-weaving travel tour—I’m OK with receiving a few reminders in the month of June.) But when the high season ends up being the same season as the holidays—in which your inbox is already flooded with reminders of all the gifts you need to get people, messages from your mother reminding you to bring a winter coat, and co-workers making (another!) jib-jab video—marketing emails can often be the straw that breaks the camel’s back.
If you know you’re sending your email during the high season, make sure to follow these simple steps to keep your message from becoming spammy or unbearable.
Below are three different emails I received from the same company—targeted age-demographics are slightly different for each brand it owns but they all normally run the same sales. I looked back through my inbox and realized I have received one email each day from all three of these brands since December 1; that's 39 emails this month already!
Nice, with just a small notation...
Nice: It was easy to understand what was inside each email when the subject line was so obvious: "24 hrs left! 30% off at our 3 must-shop brands!"
Nice: The messaging of these emails was easy to understand. Large numbers and easy-to-read fonts go a long way in design and click-through-rates. Even though I didn't buy yet, I may have looked at some outfits that would be perfect for winter break...
Nice: The use of color and white space was admirable. The color isn't overwhelming the proposed action.
Naughty: This one is for sending too many emails—39 emails in 13 days. It's still not close enough to shopping deadlines, so I know the deals might get better than 30%. Knowing that loyal customers might be waiting for better deals is a good reason to segment your list and use different promo codes, as well.
We are sure your email inboxes are overflowing, too. Let us know who made your naughty vs. nice email marketing list this year in the comments below!
Maddie Weber is a Web Developer for Kuno Creative. She truly enjoys being creative, drinking lattes, focusing on user experience for website design and development, and writing haikus. You can connect with her on Twitter.