More emails are sent on Black Friday and Cyber Monday than any other days of the year. We’re talking millions and millions of emails.
Email Service and Inbox Providers will be SLAMMED with retail promotions on these two days. There will be delays getting emails out and spam filters will be in overdrive!
Because there are more emails sent these days, there are also more spam complaints made these days.
You don’t need to add to the noise or get caught in the spam crossfire if you don’t have to!
I advise that you skip sending any emails on November 24th and 27th, 2023. And if you aren’t participating in Giving Tuesday, I would skip the 28th too.
But if you just have to send an email these days, here are a few tips:
- Take steps to improve your deliverability (reach more inboxes).
- If you don’t send email often, slowly ramp up the frequency BEFORE you get to Black Friday/Cyber Monday/Giving Tuesday especially if you have a whole campaign that weekend.
- Only mail those who are highly engaged so you’re chances of being sent to spam are lower.
- Emails that reference Black Friday or Cyber Monday have better click-through-rates, BUT don’t go too generic.
- Use text-only emails or leave out the banners, colorful backgrounds, and images that scream “I AM A MARKETING EMAIL!”
- Do not include more than 3 links.
- Keep your email as short as possible.
- If you use a popular ESP, schedule your email to go out earlier than normal in case there is backlog.
But again, only send email on these days if you really, really, REALLY have to!
