Mike Austin, an Econsultancy columnist has shared three techniques to help marketers grow their email lists for improving their sales during the Christmas season.

Austin says, “From Amazon Prime Day to the festive season, ecommerce and brick-and-mortar retailers alike are seeing record-breaking sales during key shopping events. Email is consistently ranked as the most effective marketing channel to drive revenue.

So how should marketers approach their email database in the run up to Cyber Week and Christmas, especially with subscriber lists thinned as a result of GDPR?

Let’s take a closer look at some of the most effective strategies for retailers to grow your email lists before the busy shopping season.

Transparency is always the best approach

First, the bad news. If you have an old email list you typically dusted off and put to work before Cyber Week, and you didn’t re-permission subscribers before the GDPR took effect in May, you need to carefully review how those email addresses were captured. If you don’t have clear permission, then you’ll need to do a Legitimate Interest Assessment to see if you can still use the list”.

How marketers can beef up their email lists before Christmas

Econsultancy
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