Community ManagerI'm Daphné - I am the lead lifecycle marketing person at UpLift (a mental health organization). Since we are entering the holiday season, I'm curious how we can continue to maintain engagement when we’re sending so much around the holidays.
Hey Daphné!
Thank you for being here!
Engagement is really about delivering value to your users, so keep them at the forefront of your marketing plans. Of course, everyone understands intrinsically that there will be more email during the holiday season, but that’s not a justification to send low-effort messages! This is the time of year that you need to do whatever it takes to stand out, whether that’s eye-catching subject lines, entertaining content, or unbelievable discounts. Email isn’t like a billboard or commercial–you’re not paying for airtime, you’re earning it through subscriber interaction. If your messages feel like the same ol’ ads you send all year, you’ll need to get more creative or suffer the spam folder consequences.
Since the holidays can be stressful, you may want to use that to inform your sending schedule, like by sending reminders of your services on the Wednesday before Thanksgiving and the day after (if you have American users). With the election adding friction to some familial relationships, I imagine UpLift is going to be pretty active in the coming weeks! Don't add to users' growing to-do lists; think of how you can make their lives easier. Keep in mind that sometimes, that may mean sending less and letting folks have space.
