Email Marketing

How to win with email in Q4: two Black Friday strategy musts

With the upcoming festive season on the horizon, it’s prudent to gear up for the anticipated surge in activities. Let’s delve into two pivotal strategies that will serve as the cornerstone for your success during this critical quarter.

1. Prepare the inbox providers for increased email volumes: strategic IP-warming

Imagine your email deliverability as a cultivated relationship. You wouldn’t barge in without letting someone know, would you? Similarly, your emails require gradual notifications to the inbox providers. To guarantee smooth email delivery during the bustling festive period, consider implementing IP-warming strategies. This entails incrementally escalating your email sending volume and frequency from late August through September.

Think of this IP warming as an initial rapport‑building exercise with inbox providers. By establishing a consistent and trustworthy sending pattern, you cultivate the provider’s confidence in your emails. This practice also serves as a reminder to recipients who might have lapsed in engagement. The proactive approach not only ensures delivery but also reinstates your brand presence.

2. Align with algorithm expectations: maintaining consistent patterns

Email algorithms function like an intricate choreography. They’re attuned to your regular steps, but sudden changes can lead to a misstep. During the festive season, it’s customary to elevate your email frequency. However, abrupt fluctuations in sending volume or recipient interactions can trigger algorithmic scepticism, potentially affecting your deliverability.

To foster a harmonious dance with these algorithms, gradually escalate your sending volume in alignment with your plans for the festive season. This measured progression affords the algorithms the time to recalibrate and assimilate your new rhythm, ensuring your emails secure their intended place in the inbox.

Bonus strategy: trigger optimization and collaborative efforts

Triggers play a strategic role in guiding subscribers down the funnel to conversion and increased lifetime value. Update your triggers and if at all possible implement any triggers missing from your armoury (use an agency if you are time or resource constrained). In particular triggers related to browser behavior and the purchase funnel ‑ user experience is paramount during the Black Friday and Christmas season when the most revenue is at stake. Agencies bring a wealth of expertise and insights, streamlining the process of trigger optimization. For further insights and actionable guidance, explore these pertinent articles:

In conclusion, meticulous planning and strategic implementation are integral to maximising the potential of the Black Friday and Christmas season for email marketing endeavours. By prioritising these effective strategies, you’re poised for a rewarding holiday campaign!