Managing Email Subscriber Expectations During The Holidays

The holidays are a time of goodwill, cheer, and full email inboxes. During this time of year, many email marketers struggle to find the correct balance between sending too many emails during the holidays (and therefore experiencing high unsubscribe and abuse complaints) and not sending enough emails (and seeing stagnant sales as a result). I recently saw a Zappos.com campaign that does a great job at helping to solve this issue – they notified their email subscribers about what they can expect to see in their inbox from Zappos.com this holiday season.

This fresh yet simple email explains when Zappos.com will begin their increased holiday email schedule. It also explains on which days the subscriber should expect to receive emails, and then reminds the subscriber to keep Zappos.com in mind for their gift purchasing needs.

Zappos.com, however, does not seem to allow their subscribers to opt-out or opt-down from the holiday specific campaigns. This is a feature I would look at implementing in the near future to mitigate unsubscribes and abuse compaints. Other than that, this is a great idea for many businesses as it keeps the customer informed and treats their relationship with respect.

Nice job!

The subject line of this email was, “Get Ready! A Sneak Peek Of The Zappos Holiday Season Is Inside!” Here is the creative: