I'm Wishing for a Whitelisted Christmas

Jose Santa Ana

We’re in the home stretch – the last few shopping days before Christmas. Retailers, both online and brick-and-mortar establishments, are desperately trying to grab your attention and get you to spend your gift-giving generosity on their sites. Close on the heels of the Black Friday/Cyber Monday weekend, this is the busiest shopping season; let’s see if we can glean some email intelligence from what just happened and apply it to these remaining shopping days.

Retailers use different strategies and channels to attract potential buyers. Because email marketing is one of the more cost effective channels, it can be overused during these peak shopping times. Email volumes spike dramatically – with many competing offers, messages, images and schemes to try and grab your attention. But these emails have a chance of achieving their goals only if they...

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