Make the Most of a Quiet Start to the Year: Tips for Email Marketing Success
November and December can feel like a whirlwind for eCommerce brands. With sales, promotions, and gift-shopping mania, new subscribers flood your lists—many of them first-time buyers testing the waters. But then comes January and February, a traditionally slower trading period. This downtime is your golden opportunity to build connections, strengthen your strategy, and turn holiday shoppers into loyal customers.
Why the Drop-Off Isn’t a Bad Thing
Let’s start with the obvious: a lot of people use the new year to declutter their inboxes, unfollow accounts, and refocus. It’s completely normal to see unsubscribes. But don’t take it personally—use it as a reminder to double down on creating value for your audience. After all, customers who stick around and keep coming back are your best advocates. They influence broader market trends and bolster your brand’s reputation.
Email Marketing Strategies for the Slow Months
Here’s how to make your email marketing work harder during this quieter period:
Refresh Your Flows
Are your automated flows still relevant and effective?
Are you missing key moments in your customer journey (like a nurture sequence post-purchase)?
Do your flows reflect updated branding, imagery, and messaging?
Audit and tweak them for better performance and alignment with your brand's evolution.
Rethink Your Post-Purchase Journey
Many brands focus on getting that first sale but drop the ball on nurturing post-purchase relationships. Take this time to reach out and say thank you! For example, you could target customers who shopped during the sales period with a heartfelt message and an incentive, like a small gift card toward their next purchase.
Experiment With A/B Testing
New year, new audience insights! Dive into A/B testing to learn more about your subscribers. Test subject lines, creative designs, email content, and send times. The more you experiment, the better you’ll understand what resonates.
Dig Into the Data
Take a closer look at trends in your customer behaviour:
Who only shops during sales?
How often do customers return, and what’s their average order value (AOV)?
Which campaigns have performed best in the past?
For those using SMS and emails, which channel sees the most engagement? Can you segment your audience based on their preferences?
Plan for the Year Ahead
Use this slower period to outline your broader strategy for the next 12 months. What do you need to build now to set yourself up for success later? Whether it’s launching new flows, refining your segmentation, or planning big campaigns, January and February are prime months for laying the groundwork.
FINAL THOUGHTS
The start of the year might feel quieter, but it’s the perfect time to shift your focus. Use these months to connect with your audience, build loyalty, and make smarter decisions for the year ahead. Remember, the goal isn’t just one-time sales, it’s about creating a community of loyal customers who become your biggest brand advocates.
