Ask An Email Expert: When's The Best Time To Start Sending?

Sasha Seddon

From now through the end of 2015, we’ll be collecting your most burning email questions on strategy, deliverability, design and more through our Holiday Email Toolkit. Each week, we’ll draw one question to feature here on the blog.

A holiday email campaign is a lot like Christmas cake. They both take a considerable amount of prep before the big day and, just as the cake needs to be drip-fed with alcohol, your subscribers need to be regularly sent enticing content.

As a general rule of thumb, we advise getting your email cooking early November. Drive engagement leading up to important dates, such as Thanksgiving, to benefit from the pre- and post-holiday spending sprees.

Consumers actively search for promotions during the holiday season. Use Google Analytics to see when the search for certain keywords peak, to find out when your subscribers will be most receptive, from general holiday phrases e.g. ‘Hanukkah gifts’, to more industry-specific eg. ‘Christmas party dress’.

To discover more local events to message, research Awareness Days relevant to your industry.

If you’re an experienced holiday sender, consider what worked well for you in the past. Compare your past seasonal campaign performance and use this as a guide for when to start sending.

Want to define your email strategy to win customers over this holiday season? Check out Mailjet’s Ultimate Guide To Holiday Emailing.