It always surprises me to learn how few emails most brands send during their holiday promotions.
When I ask the owner why, the answer is usually the same: “I don’t want to annoy my customers!”
That’s understandable, and honestly, I used to feel the same way.
Until one day, I thought, “What if I send two emails a day and see what happens?”, and the result was surprising:
My unsubscribes didn’t go up!
Then I tried sending 3 emails a day, and the same thing happened. People weren’t annoyed.
Here’s the takeaway: send more emails!
Last year, we sent out 45 emails during the sale, with an average subscriber receiving around 30–35 emails.
Every single email made money, and it didn’t fatigue my list.
The secret is to have compelling offers and strong messaging, and to avoid repetition by leveraging mini-campaigns like I’ve mentioned throughout this article.