After surviving the competitive holiday season, many marketers could use a break. Unfortunately, new challenges come with the turn of the calendar page.
Many people feel compelled to clean hypothetical house at the start of each new year—purging clutter, conquering unhealthy habits, and opting out of emails from the brands that crammed their inboxes in December.
So, how can modern marketers deal with this detox mode—and make sure their messages aren't lost in the New Year's clean sweep?
Here are three simple steps to connect with post-holiday email fatigued subscribers.
1. Show subscribers you've got more to offer than deals and discounts
If I'm paring down my subscription list after a major purchase or buying season, the brands that offer me valuable content along with their offers are much more likely to make the cut.
In the wake of the holiday crunch, most consumers are less interested in "save big, limited time, act now" messages. They may not need anything from you right now—but they're still looking for content that offers relevant and sharable industry insight, inspires positive change, and builds continued trust in your relationship.
That kind of content shows subscribers you value them even when they're not in active purchase mode—and goes a long way toward encouraging retention.
Christopher Lester is vice-president of sales at email marketing software and service provider Emma, where he leads the team of experts who provide strategic and tactical services to all Emma clients and specialized support to large senders and significant brands.
LinkedIn: Christopher Lester