How to do holiday marketing without irritating your customers this Father’s Day.

A recent conversation in our office led to the writing of this blog: we were talking about how one particular big-name brand had ignored our email preferences when it came to receiving Father’s Day marketing. 

Whilst they had offered email recipients the chance to opt out of Father’s Day sales emails (Yeah!), they didn’t implement the change in email preferences, meaning we still received the emails we didn’t want. (Boo!).  

Father’s Day is coming up on 16th June. Public holidays undoubtedly offer your business the chance to boost sales with seasonal offers, but you run the risk of losing customers when you send them irrelevant content. This is something to keep in mind in your own upcoming Father’s Day and other holiday, or celebration campaigns.

What are email preferences?

When we talk about email preferences, we mean the specific choices your subscribers make regarding the types of content they wish to receive, the frequency of emails, and the overall experience they expect from your email marketing campaigns. Think about when you last subscribed to someone’s emails. 

Respecting email preferences is crucial for several reasons:

  1. Customer Satisfaction: When customers receive content they are interested in, they are more likely to engage with it.
  2. Reduced Unsubscribe Rates: Providing relevant content decreases the likelihood of customers unsubscribing from your mailing list.
  3. Improved Deliverability: Engaged subscribers are less likely to mark your emails as spam, which improves your overall email deliverability rates.
  4. Enhanced Brand Loyalty: Respecting preferences shows that you value your customers, fostering loyalty and long-term relationships.

Let your audience tailor their email preferences

With mmunicMail there is the potential for you to make email preferences very specific. Empowering your audience to tailor their email preferences is a win-win strategy. It allows you to deliver more relevant content and helps your subscribers feel in control of their inbox. Here are some practical steps to enable this:

Easy Access to Email Preference Centre

Create a dedicated preference centre where subscribers can easily update their email preferences. This should be prominently linked in every email, typically in the footer. The preference centre should be user-friendly and intuitive, allowing customers to quickly make changes without any hassle.

Detailed Options

Offer detailed options within your preference centre. Allow customers to choose the types of emails they want to receive, the frequency, and the preferred format (text vs. HTML). For example, some might prefer to receive only promotional emails while others might be interested in newsletters and event invitations.

Welcome Emails

Use welcome emails as an opportunity to introduce your preference centre. When a new subscriber joins your mailing list, send a welcome email that highlights how they can manage their email preferences. This sets the tone for a respectful and customer-centric email relationship from the start.

Regular Reminders

Periodically remind your subscribers that they can update their preferences at any time. This can be done through subtle reminders in your regular emails or through dedicated campaigns aimed at encouraging subscribers to refine their preferences.

Don’t wait until you get a complaint

In the example we gave about a big brand ignoring our preferences, we went so far as to send a complaint to the company in question. They handled our email with a personalised and genuine reply – great! Not so great was continuing to receive the emails in question. By doing this, they’ve lost several potential customers. 

Waiting until you receive complaints or unsubscribe requests to address preference issues can harm your reputation and customer relationships.

Stay ahead of complaints

To stay ahead of complaints, you should monitor your engagement data.  If you notice a decline in engagement or a spike in unsubscribes, it could indicate that your content or frequency isn’t aligning with subscriber preferences. This is when you need to proactively reach out to your subscribers and encourage them to update their preferences. This can be part of a re-engagement campaign for inactive subscribers or a regular part of your email strategy. 

Provide incentives to update email preferences

Providing incentives, like a discount or exclusive content, can motivate subscribers to update their preferences. As in our example, it is incredibly important finally that when updates are made, the correct workflows are in place that will allow these changes to be respected.

Segmentation is everything

Segmentation describes splitting data down into smaller, more targeted groups based on preferences and behaviours. Doing this will allow you to streamline the content you deliver to appropriate groups. You can segment groups based on demographic information such as age, gender, location, and occupation. More advanced behavioural segmentation is also possible: analyse your subscribers’ behaviours, such as past purchases, website visits, and email interactions. 

Use this data to create segments based on purchase history, product interests, or engagement levels. For instance, you can send product recommendations to frequent buyers and re-engagement emails to inactive subscribers. 

Create the segments

Finally, utilise the preferences your subscribers have provided to create segments. For example, create separate segments for those who prefer newsletters versus those interested in promotional emails. This ensures that each segment receives content that aligns with their interests. 

The more data you collect on your email subscribers, the easier it is to segment them. You can leverage dynamic content within your emails to make segmentation easier – this approach allows you to send one email with varied content blocks tailored to each segment’s preferences (i.e. they will only show up to the relevant recipients). 

Holiday marketing

Holiday marketing can be a delicate balancing act, but by respecting your customers’ email preferences, you can ensure your campaigns are well-received and effective. Keeping preferences up to date is vital. 

Allowing your audience to tailor their preferences, proactively managing these preferences, and leveraging segmentation are key strategies to achieve this. By focusing on delivering relevant, personalised content, you’ll not only boost your holiday sales but also foster long-term customer loyalty and satisfaction.

Want some help in segmentation?

As an email marketing agency, we are committed to helping you navigate the complexities of email marketing with strategies that respect and engage your customers. If you’re looking to refine your holiday marketing approach, we’re here to assist you in creating campaigns that your customers will appreciate and look forward to them dropping into their inbox. 

Written by

Picture of Rebecca Phoenix

Rebecca Phoenix

Email and Social Media Marketing Assistant.

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