There’s a heated debate in email marketing over what to do with inactive subscribers and whether or not they can seriously harm a sender’s reputation, deliverability and response enough to justify no longer emailing them. The passion on both sides of this issue – the potential harmful downside of continuing to mail “inactives” juxtaposed with the potential helpful upside of keeping them on your list – makes this argument one worth taking a closer look at.
Vary frequency and cadence seasonallyRetailers live and die by the holiday gift giving season (hence the term “black Friday” for the day after Thanksgiving, traditionally the biggest shopping day of the year on which many retail businesses that haven’t yet made an annual profit will go from “being in the red” to “being in the black”). Even before the days of e-commerce, holiday messaging was much more frequent than advertising done at other times of the year. This increase is easy to see in the email marketing frequency of retailers, which goes from monthly or weekly to as often as weekly or daily during November and December. It may not be at holiday time, but chances are there is a period or there are seasons when it makes sense to increase your
Thankfully, the days of silo-ed email marketing run by two techies hunched in a shared cubicle wedged into a forgotten corner far from the marketing department are largely over at most companies. However, marketing email can still suffer from "forgotten stepchild syndrome" when it comes to design.It's a fair enough question: "Should my email creative match the design/look/feel of my company's website?" Ideally yes, provided your website was created or at least had a face lift in the last few years. (If it hasn't been touched since 2002, that's a different story.) But in general, yes, from a creative standpoint your email marketing messages need to be included in your digital family.