New Year, New Brand: I resolve to use email strategically…even in the busy season.


It appears more often than not, brands get an urge to over-email when the busy season hits (Black Friday, Cyber Monday, etc.) We’ve all experienced our inboxes fill up quickly around this time. But sending too many emails can lead to the one message you don’t want to see: unsubscribe.

I explained in a detailed blog post last year, that I’m an email lover, but one of my favorite brands over-emailed me to the point where I chose to unsubscribe. Yes. I unsubscribed from a brand I LOVE because they sent too many emails.

So, I want to reiterate the importance of using email strategically (even during the busy seasons). Save this image to your desktop so that before you hit send on any email, you answer these questions:

  1. If this is the only email I could send this person, is it the one I would send?

  2. If this is the last email they get from my company, is it the right one?

I’ve found more often than not, these two questions are a good guide when the urge to over-email is high.

Make sure you have an email marketing plan in place this new year. Reach out to us, we’d love to help you create the perfect content strategy.

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Austin Esry