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Leave The Stuffing In The Turkey: Why You Shouldn’t Overstuff Your Emails
Posted By Rachel Acquaviva On November 21, 2013 @ 9:31 am In Email Marketing | 2 Comments
In America, Thanksgiving makes us think of fall, family, football and, of course, a big holiday meal with turkey and all the trimmings. But this Thanksgiving, no matter where you are, heed our warning – stay away from “stuffing!”
We’re talking about email “stuffing,” of course – when you try to cram way too much into one long message. And most of it may not even be what your subscribers want to hear about.
People get very busy and overwhelmed during the holidays. They don’t have time to read long emails to find what they’re looking for. So here’s what we suggest: clean up your emails to keep them short, succinct and relevant.
Out of the nearly 145 billion emails  sent every day, recipients classify only 14% of them as important. We’ve mentioned before that online consumers have incredibly short attention spans , and with all of the emails they have to sort through – especially over the Thanksgiving holiday weekend – you’ll want to serve them up something shorter and sweeter to get their attention.
So how do you “unstuff” your Thanksgiving emails to make sure they’re not just brief but remembered?
Planning ahead will help you determine what’s important and what you can leave out. Decide now what your top specials will be and how you’ll want to talk about them. Advertising a lot of sales? Instead of one large email you send on Thanksgiving, break it up into pieces. Set up a series of smaller messages, each with different sales items, to run throughout the week.
Set up your emails and schedule  when they’re sent.
Sending targeted emails allows you to keep your messages not only relevant but brief. This way, subscribers can scroll through to quickly locate only deals they want. Organize your subscribers into segments  based on their preferences and create a different message, or set of messages, for each group.
For example, a pet store might want to target dog owners and cat owners with separate emails. Dog owners won’t care about the cat deals – and vice versa – so it’s better if they receive only the specials they’re interested in.
Want more about segmenting? Check out our guide .
Utilize all of your marketing channels. Keep your emails to-the-point by just highlighting a few of your specials. Then use your website, blog and social media pages to announce the rest of your sales and reach your customers wherever they connect with you.
Now that you know how to avoid “stuffing,” you should also consider:
How do you keep your emails short and sweet? We’d love to hear your thoughts in the comments below!
Article printed from Email Marketing Tips: http://www.aweber.com/blog
URL to article: http://www.aweber.com/blog/email-marketing/dont-stuff-your-emails.htm
URLs in this post:
 145 billion emails: http://mashable.com/2012/11/27/email-stats-infographic/
 attention spans: http://www.informationweek.com/report-online-shoppers-have-a-4-second-a/193502066
 schedule: https://help.aweber.com/entries/21685207-How-Do-I-Schedule-Broadcasts-To-Be-Sent-in-the-Future-
 segments: https://help.aweber.com/entries/21661097-What-Is-a-Segment-
 guide: http://www.aweber.com/blog/guides/email-segmentation
 Facebook: https://help.aweber.com/entries/21780318-How-Can-I-Update-Facebook-When-I-Send-a-Broadcast-
 Twitter: https://help.aweber.com/entries/21749642-How-Can-I-Have-Broadcasts-Automatically-Published-to-Twitter-
 not get too creative: http://www.aweber.com/blog/email-marketing/the-subject-line-strategy-that-gets-541-more-response.htm
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