The holiday season is a critical period offering a massive opportunity to boost sales. Every year, businesses gear up to engage with their customers with a hope to maximize conversions during this time. However, most of you make the mistake of bombarding your entire email list, which can negatively impact the email reputation.
A healthy email list is they key for this holiday season to gain maximum business making sure that your email land in your recipients' inboxes, rather than getting caught in spam filters. In this article, we will guide you to prep your email list, particularly by cleaning it up your email list and winning back your inactive subscribers.
Mass Emailing During the Holidays
It's tempting to send holiday promotions to everyone on your email list, but this approach can backfire, you may find yourselves sending emails to inactive and unresponsive subscribers, which can damage the sending reputation.
Here's why that’s a problem:
- Emails sent to inactive or outdated addresses can bounce back, reducing your sender reputation.
- Unengaged recipients are more likely to mark your emails as spam, further harming your deliverability.
- Sending emails to people who aren’t interested is a waste of time and money.
The first step is to clean up your email list which willl lead to success during the holiday season.
How can you build a Targeted Email list?
This is the time to start building a list of people who are most likely to respond to your holiday promotional emails.
Here’s how you can begin:
- Identify Active Subscribers and focus on those who have opened or clicked on your emails in the last 3-6 months.
- Segment Your Lists based on engagement, past purchases, or browsing behavior to tailor your messaging.
- Remove Inactive Subscribers and don't wait until the holiday rush, start pruning your list now.
The Win-Back Campaigns
A popular tactic to clean up your email list is to run a Win-Back Campaign. While it’s called a win-back, the real purpose isn’t to re-engage everyone—it’s to identify and remove those who are no longer interested.
Why is it important?
Running a win-back campaign gives unresponsive subscribers one last chance to interact with your brand before you remove them from your list. It’s about ensuring that your holiday emails reach engaged and interested people, which ultimately improves your email deliverability and inbox placement.
How to Run a Win-Back Campaign
- Send a Series of Emails offering exclusive promotions or asking if subscribers still want to hear from you.
- Offer Incentives, a special discount or sneak peek at holiday offers which can re-engage your inactive customers.
- Give an Easy Opt-Out for recipients to unsubscribe if they’re no longer interested.
Keep an eye on the performance of your campaign and make adjustments as needed. Maropost’s analytics can help you track open rates, click-through rates, and conversions. After the campaign, analyze the results to see how many subscribers re-engaged and how many opted out.
By doing the upfront work of cleaning your email list, you’ll build a strong sender reputation that helps your emails reach inboxes rather than getting blocked.
Start now, run a win-back campaign!
