It’s no secret that retailers ramp up their email marketing volume come the holiday season. They would be fools not to milk that “special” time of year for all it’s worth.
There was one retailer in particular—for me, at least—that took the holiday season as a cue to unleash the hounds onto my inbox. That retailer is Brookstone.
I’ve always been a fan of Brookstone—mostly for the massage chairs and the free lounging time they used to heartily encourage back in my youth (when malls were a thing and cells phones only existed in Mercedes). I’ve even purchased a couple of products—in-store, not online. As a result of my fandom, I’ve been on their email marketing list for at least a couple of years now.
I had a feeling that the onslaught was coming when in November, the email marketing volume went from a few per week to once a day. Then, as we approached Thanksgiving, it happened:
I received 111 emails between Thanksgiving Day and Christmas Eve.
Over those 27 days, that averages out to a little over 4 emails per day.
At first glance, that seems excessive. On the other hand, there is some logic to mailing multiple times a day.