Post-holiday syndrome! 5 tips for email marketing campaigns
Back to school, back to work, back to the office and of course, back to email marketing! After the summer and in the month of September, the challenge is to implement the email marketing strategy for the new business year. And for that reason, today we give you 5 tips to apply to your first post-holiday emails which are shipped in September.
1- Analyse the behaviour of your subscribers during the holidays.
Before establishing any kind of strategy, it is very important that you analyse the behaviour of your subscribers during the holidays. Seeing how and in what way they have reacted to the emails sent, will help you to know how to act in the holiday period next year and to know how the first mailings of September should be. Analyse the Opening Ratethe Clicksthe conversions and even the cancellations and the new registrations.
2- Clean and/or reactivate the database.
The start of the new business year is a good time to organising and cleaning our database. In order to achieve a higher quality, we should reactivate those users who never open our emails and are therefore inactive. These users feed on our reputation and affect it negatively. However, we must also not forget about those invalid e-mail addresses and which cause a high bounce rate (bounces)This again affects our reputation and the deliverability of our shipments.
To make this database renewal we recommend you to read these two posts:
3- Reward subscribers who have bought during the holidays
As the title indicates, reward those users who have made a purchase during the holidays. No, we can't use an automated post-purchase email. It must be a a thank you message including a discount of some kinda special offer or reward. With this we will achieve customer loyalty and why not, get another conversion.
4- Send a welcome offer to new subscribers again.
We are sure that during this summer period that we are leaving behind, new users have joined our database. We know that you may have already received a welcome email with some kind of offer. But considering the season, why not send it again? Remind the user that they have a discount for being a new subscriber.
5- We cannot forget the "Back to..." emails.
Empathise with your subscribers, they will probably be in the same situation as you, the hard return after the holidays and the summer. There are many brands that start the first mailings of September with issues of this kind:
Yes, the back to work, back to the office, back to school, back to work emails are mythical for this season and a very good option to introduce new collections, garments or products in email marketing campaigns. Here we can see an example of Clinique:
And we continue with more companies, in this case from the large-scale distributionwhich are joining the "Back to..." trend and offer gifts and discounts.
And finally, here is an email from the airline company Lufthansa where he combines flight offers with tips for post-holiday syndrome.
