Forum Discussion

Goot's avatar
Goot
Practitioner III
11 hours ago
  1. Make sure your data is in tip-top shape! I don’t typically recommend list cleaning services because your list is already “clean” as long as you regularly send to it, but if you have questions about any of your data, you can leverage a service like Kickbox to help you identify potentially problematic addresses. Be aware that a validation service cannot locate all spam traps and does not verify consent, so this isn’t a panacea. But when used as part of a root cause analysis, you can better determine which segments of your list are no longer viable, and shore up any gaps in your current address acquisition/management processes.
  2. Put your subscriber at the center of your plans. Who are you sending to? How can you help them? Are you sending to meet one of your own goals, or to help your customers reach theirs? While the holiday season can be full of positivity and warmth, it can also be stressful–consider what your products mean in the wider context of peoples’ lives before finalizing your plans. Some brands may benefit from sending twice daily emails, and some may see more lift from simply being quiet. If you don’t know what subscribers want, ask them! Not only will this allow you to better serve your audience, but encouraging feedback like clicks and replies can help ensure continued inbox placement, providing a much-needed boost when sending to less-engaged addresses.
  3. Replicate prior success. Recipients and mailbox providers both reward predictability, so what has worked well for you recently? What about last holiday season? If you can reuse content or copy previous plans, do that! This time of year is all about tradition and repetition; there’s nothing wrong with sending in ways that will be familiar to your