This document discusses email marketing strategies for the holiday season. It outlines some of the challenges like higher email volumes overwhelming servers and more stringent spam filters during this busy period. Common mistakes are sending to inactive recipients, overly promotional content, and sudden increases in sending frequency. The document recommends planning ahead, focusing on active users, using segmentation for relevant content, and gradually ramping up volumes. Key dates highlighted are Black Friday, Small Business Saturday, Cyber Monday and Christmas.

1. Email Marketing
Holiday Readiness

2. 01
02
03
04
The Challenges
Common Mistakes Made During the Holiday Season
Key Dates
Recommendations for Holiday Email Success

3. 01Challenges of email marketing
during the holiday season

4. Increase
sending
frequencies
Expand
targeting to
include more
inactives
Send more
aggressive
content
The Challenges
During the holiday season, marketers tend to...

5. The Challenges
During the holiday season, ISPs tend to...
Face higher email
volumes & battle
overloaded
servers
Identify a higher
% of messages
flagged as
spam by
recipients
Apply stricter
and more
aggressive
spam filters

6. The Challenges
Stakes are
Higher
Deadlines are
Tighter
Most retailers make the
majority of their yearly
revenue during Q4
“We have to send NOW”
of Email Marketing during the Holiday Season
Ticket Queues
are Longer
Higher email volumes
+ aggressive targeting
= more deliv issues
= more tickets filed with ISPs
= slower issue resolution

7. 02Common Mistakes made during
the Holiday Season

8. 01
02
03
04
Greatly increasing daily volume “overnight”
Sending to inactives for the first time in a long time
Overly promotional & generic content
Increasing frequency of sending
Common
Mistakes

9. 03Recommendations for
Holiday Email Success

10. 01
02
03
04
Plan for the best, prepare for the worst
Remember that the highest ROI comes from ACTIVES
Take advantage of segmentation to
provide content that recipients find value in
Treat volume increases like a dedicated IP warm-up
Tips for
Success

11. Treat volume increases like a dedicated IP
warm-up
Avoid perceived “spikes” in daily sent volume
Monitor for changes in sending statistics
(lower open & click rates, increased spam/bounce/unsub)
Set expectations appropriately

12. 04Key Dates During
the Holiday Season

13. 01
02
03
04
Black Friday - November 29th
Small Business Saturday - November 30th
Cyber Monday - December 2nd
Christmas: December 25th
Key Dates

14. Email Volume History
Black Friday peaks every year

15. Questions?
Contact Mailjet’s deliverability team!
Email: contact@mailjet.com