The 3 Email Rules You Must Follow This Holiday Marketing Season

Plan to send emails this holiday marketing season? Stay off your
subscribers’ naughty list by following these 3 email rules. They’ll
help you reduce unsubscribes, increase your sales, and get the
right message into the right person’s hands. This post was
based on our popular holiday marketing webinar! Click
this link and register to watch it on-demand
.
Let your
subscribers mute your emails Problem: Promotional
email volume increases significantly during the holiday season. And
what do most people do when the volume is high? They hit the
“unsubscribe” link. Sending just one too many emails in a given
time period might push your average reader to reconsider their
subscription. Solution: Include a “mute”
button or link in your emails. This will  reduce your unsubscribes
during periods of increased sending. Your audience might want to
stay on your list and hear from you . . . just not right now, or
not about this particular topic/promotion. Give your audience the
freedom to choose. Plus, this allows you to send messages to a
segment of subscribers that actually WANTS to receive them.
You’ll likely see higher conversion rates, higher opens and
clicks, and higher revenue generated from this targeted audience.
Related: 11
Festive GIFs for Your Holiday Marketing Emails
Here’s an
example of how to incorporate a “mute” option. Using
AWeber’s click automations
, you can apply a tag to any
subscriber that clicks the mute link or button. Below, I named the
tag “muted-2019.” Now, whenever you send an email that shouldn’t
include the subscribers that explicitly said “mute me,” you can
easily remove them from the send list. After this tag is applied, you can
create a dynamic segment (a fancy word for group) of subscribers
that do not have the mute tag. This is the
audience who still wants to hear from you. See the example below. I
created the segment by choosing anyone who “is
not
” tagged with muted-2019. This pulls all other
subscribers in your list who do not have the muted-2019 tag, and
makes them their own segment. When the promotional period is
over, or you are back to your regular send frequency, start sending
to everyone again! Discover your best offer with split testing
Problem: How do you know what product or service
offer will yield the most sales during Black Friday or Cyber
Monday? How do you know what subject line will stand out in an
already crowded inbox? The truth is . . .  you don’t.
Solution:
Split testing (or A/B testing)
an email to a small percentage
of your email list will give you an opportunity to discover what
works! If you sell physical products, you
might test different percentage discounts, or a buy one, get one
free offer. If you sell services, like coaching or consulting, you
might consider testing a free hour of coaching v. a percentage off
your normal rate. Using AWeber’s split testing feature, I can
test two offers (below): 20% off v. 30% off. I’ll send two emails.
Each one will go to a small, random segment of my list — say, 10%
of my list. In AWeber, I can track the success of the emails to see
which offer was most popular and drove more sales. Then, I can send
the winning promotional email to the remaining 80% of my list.
An email promoting a 30% discount
will likely perform better than an email promoting a 20%
discount, but by how much? Testing helps us confirm our suspicions
and gain insights before we send a promotion to the whole list.
(Many email marketing platforms limit what you can split test. Take
Constant Contact and ConvertKit. They only allow you to split test
subject lines. With AWeber, you can split test nearly every aspect
of your emails: subject lines, send times, copy, templates,
buttons, and more! This gives you the power to optimize your email
strategy. Try it today!
Start your 30-day FREE account with AWeber!
)
Related: 6
Email Split Tests You Can Set Up in Under 1 Minute
Re-engage
your sleepy subscribers Problem: Many people sign
up for email lists and then slowly stop engaging with the messages.
It’s unlikely these subscribers will ever click through and take
advantage of your holiday offer, no matter how enticing it is.
Solution: Wake up your sleepy subscribers with a
smart re-engagement campaign. This is your chance to have your
brand become top of mind before your holiday promotional emails are
delivered. Inside AWeber, you can easily search for subscribers
that have not engaged with your emails over a period of time.
Here’s an example of a search for “no opens” over the past 90 days.
Then, you can save this as a segment to target with a re-engagement
or winback email. (You can also search for
subscribers who haven’t clicked a link inside your email over a
certain time period. Here’s
more info on how to do it in AWeber
.) Now that you have your
unengaged segment, send a message to invite them to stay on the
list. This might include an incentive to stick around, or some
extra useful content. Here’s an example the AWeber team has sent
before: If they still don’t engage (open
or click)? It’s in your best interest to unsubscribe these
subscribers. Unengaged subscribers can negatively impact your open
rates and deliverability, or they may even hit the SPAM button when
your content arrives in their inbox.
Related: Why
You Should Delete a Bunch of Subscribers Right Now
Want more
expert tips on how to write a subscriber winback or re-engagement
campaign?
Here’s an entire post full of them
. Want to learn more? Check
out the webinar! Watch
it on-demand
. AWeber provides the best suite of email marketing
tools to help you conquer the holiday marketing season and beyond.

Try AWeber for 30 days (FREE!).
 You can even chat with our Customer
Solutions team
to get your account set up. (Our team is
available 24/7 at our Pennsylvania headquarters!)

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The 3 Email Rules You Must Follow This Holiday Marketing Season

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The 3 Email Rules You Must Follow This Holiday Marketing Season