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Reaching Consumers with Relevant Messaging for the Holidays

Published January 03, 2022

Each month, Street Fight sources expert insights from the businesses in our ecosystem on our theme. This month’s theme is the Hybrid Holidays, and our experts share their takes on optimizing email campaigns for relevance, taking advantage of OOH, and cookieless solutions.

Keith Petri, Founder and CEO, lockrMail

In prior years, 317 million+ marketing emails were sent just in the days between Thanksgiving and Cyber Monday. With the deprecation of third-party cookies, that number is expected to double this year, as brands and marketers are leaning more heavily on email as their preferred marketing channel. As an email filtering service, we can infer unique insights on consumer email behavior. Our most popular filter after ‘Order Updates’ is ‘Discounts,’ indicating that brands will need to be competitive with their promotions this holiday season in order to grab the attention of their consumer base and encourage early holiday shopping to prevent a supply chain crunch in December.

However, beyond remaining competitive with their promotions, brands must also ensure that they remain relevant in their communications. This year, more than ever, brands should be less concerned with clever gimmicks and catchy subject lines, focusing instead on being pertinent and applicable to their audiences. Grabbing the attention of consumers this holiday season isn’t just about getting into their inbox but also ensuring an email is opened and read.

As consumers get inundated with more and more email communications and begin to utilize email management services, such as lockrMail, brands will need to be more targeted with deals and messaging. Calling out specific categories, deals, and products will provide brands with a better chance at getting in front of their target audiences and not pushing consumers towards the “unsubscribe” or “block” button.

View the full article in Street Fight Mag.