{"id":35144,"date":"2025-02-20T12:54:00","date_gmt":"2025-02-20T17:54:00","guid":{"rendered":"https:\/\/www.validity.com\/?p=35144"},"modified":"2026-03-20T13:55:20","modified_gmt":"2026-03-20T17:55:20","slug":"9-off-season-survival-tips-for-email-marketers","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/9-off-season-survival-tips-for-email-marketers","title":{"rendered":"9 Off-Season Survival Tips for Email Marketers"},"content":{"rendered":"<table class=\"mt-3 mb-3\" style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>Key takeaways \u2728<\/h3>\n<ul>\n<li><span style=\"font-weight: 400;\"><strong>Use the off-season to clean up your list<\/strong>. Without the noise of holiday emails competing for attention, re-engagement campaigns have a better shot at winning back disengaged contacts. If it fails, sunset those contacts to protect your sender reputation before heading back into peak season.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Maintain a consistent sending cadence to remain top-of-mind<\/strong>. Going dark for too long causes subscribers to forget you and unsubscribe or mark your emails as spam when volume ramps back up.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>The off-season is ideal to audit and improve your email program&#8217;s infrastructure<\/strong>. From refining templates and testing designs to exploring newer technologies like BIMI and AMP, use the slower period to make improvements that pay off during peak season.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span data-contrast=\"none\">If you\u2019ve just finished another chaotic <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/resource-center\/peak-sale-peak-performance\/\" target=\"_blank\" rel=\"noopener\">peak sales season<\/a>, c<\/span><span data-contrast=\"none\">ongratulations! It\u2019s time to take a deep breath, regroup, and work on strategy.\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Holiday sales season represents the year\u2019s high point of traffic and sales for most businesses. This period used to extend from Thanksgiving through New Year\u2019s Day. Now, it starts in October and lasts until mid-February\u2014meaning a pressure-filled few months for most email marketers.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">After this massive effort, it might be tempting to kick back and relax. <\/span><span data-contrast=\"none\">But not so fast: You still have targets to hit and subscribers to engage.<\/span><\/p>\n<p><span data-contrast=\"none\">With the right preparation, you can make the most of the off-season by finding new ways to engage customers, improve your email program, and lay the groundwork for an even more successful peak sales season in the future.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h3>Table of contents<\/h3>\n<ul>\n<li><a rel=\"noopener\" href=\"#customer-feedback\">Solicit customer feedback<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#sending-volume\">Maintain a regular sending volume<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#referral-program\">Start a customer referral program<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#re-engagement\">Implement a re-engagement campaign<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#customer-contests\">Plan customer contests<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#email-templates\">Refine your email templates<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#early-sale\">Promote early access sale<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#more-impact\">Explore new elements that give your emails more impact<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#clean-list\">Clean your list<\/a><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">Not sure where to start? Follow these tips for a successful email marketing off-season:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2 id=\"customer-feedback\">1. Solicit customer feedback<\/h2>\n<p><span data-contrast=\"none\">View the off-season as a learning time to sharpen buyer personas, build customer trust, and let your subscribers know their voices are being heard.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Many brands use the off-season lull to send customer\u00a0surveys, request reviews, and gather general feedback.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><span data-contrast=\"none\">Sure, you have your usual go-to performance metrics to measure w<\/span><span data-contrast=\"none\">hich offerings (campaigns, products, webinars, etc.) were hits and which fell flat. But gathering c<\/span><span data-contrast=\"none\">ustomer feedback straight from the source can provide valuable insights that go beyond numbers. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Requesting reviews also supplies you with more content to use throughout the year. Look for ways to feature positive reviews or testimonials in emails, on your website, and on social media.\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Brands are recognizing the inherent value of customer feedback and offering incentives accordingly. This example, from intimate apparel retailer Knix, offers customers $15 off their next purchase in exchange for completing a feedback survey.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-35151 size-large\" src=\"https:\/\/www.validity.com\/wp-content\/uploads\/2022\/02\/Knix-e1645736205491-875x1024.jpg\" alt=\"\" width=\"875\" height=\"1024\" \/>\n<p><span data-contrast=\"none\">Don\u2019t be afraid of a few negative reviews here and there: View them as a learning opportunity to improve the customer experience.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2 id=\"sending-volume\">2. Maintain a regular sending volume<\/h2>\n<p><span data-contrast=\"none\">Reducing your regular email sending volume during the off-season is normal. But email marketers still need to maintain a regular cadence. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Why? Consistent email communication keeps your brand top of mind for subscribers. Even if they\u2019re not looking to buy right now, they\u2019ll naturally think of your brand first when they\u2019re next in the market for your product or service.\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Going too long without sending emails can cause subscribers to forget your brand. This makes your audience more apt to unsubscribe or mark emails as spam when you finally reach out.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">If you send three (or more) emails per week during holiday sales season, try scaling back to a weekly send during the off-season. This reduced volume keeps you visible to your audience without leaving you at risk of sending potentially repetitive content to fatigued subscribers. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">As peak season approaches, slowly ramp up your cadence so subscribers (especially new ones) aren\u2019t overwhelmed by a sharp increase in emails.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2 id=\"referral-program\">3. Start a customer referral program<\/h2>\n<p><span data-contrast=\"none\">Start a referral program to reward customers who spread the word about your brand. Word of mouth is a great marketing tool, and most people are more than willing to join the conversation with a little nudge.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Once again, cash incentives can be king. This example, from clothing retailer Dia, offers subscribers a $25 coupon for them <\/span><i><span data-contrast=\"none\">and <\/span><\/i><span data-contrast=\"none\">the friend they refer to the brand.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-35150 size-large\" src=\"https:\/\/www.validity.com\/wp-content\/uploads\/2022\/02\/Dia-876x1024.jpg\" alt=\"\" width=\"876\" height=\"1024\" \/>\n<h2 id=\"re-engagement\">4. Implement a re-engagement campaign<\/h2>\n<p><span data-contrast=\"none\">Sending a re-engagement campaign during the busy holiday season will likely fall on deaf inboxes. Your subscribers\u2019 inboxes are stuffed during this time. The last thing they want is <\/span><i><span data-contrast=\"none\">more <\/span><\/i><span data-contrast=\"none\">emails.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">However, the off-season is the perfect time to win back disengaged contacts. Without the influx of holiday or seasonal emails as competition, there\u2019s a better chance your re-engagement campaign will win your audience\u2019s attention.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Take this time to reach out to them with a carefully planned re-engagement cadence. Ensure this cadence includes a prominent <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/blog\/6-tips-to-power-up-your-email-preference-center\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">preference center link<\/span><\/a><span data-contrast=\"none\"> so subscribers can share how often they\u2019d like to receive emails and if they\u2019re interested in specific types of content.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">If there\u2019s <\/span><i><span data-contrast=\"none\">still <\/span><\/i><span data-contrast=\"none\">no activity from certain subscribers, you can confidently move them to a suppression list.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">\u00a0Suppressing unengaged subscribers helps you build a better sender reputation and maintain consistent deliverability when it matters most\u2014the next peak sales season.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2 id=\"customer-contests\">5. Plan customer contests<\/h2>\n<p><span data-contrast=\"none\">Collaborate with your social media team to run customer-centric contests. A common contest strategy includes offering ways for people to gain multiple entries by sharing a certain hashtag or tagging your company on various social platforms.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">You can also use customer contests to grow your subscriber list by sharing a special sign-up form for your email program as another contest entry method. Enter these new subscribers in a welcome cadence geared specifically towards contest updates to keep them engaged.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-blue rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Your next campaign awaits<\/p>\n\t\t\t\t<p>Choose from a wide range of professionally designed email templates to make your campaigns stand out and save time.\n<\/p>\n\t\t\t\t<button class=\"button-blue download\"><a href=\"https:\/\/www.litmus.com\/email-gallery\" class=\"text-white text-decoration-none\">Browse templates<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/09\/download-blog-cta-09232024.svg\" width=\"221\" height=\"175\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<h2 id=\"email-templates\">6. Refine your email templates<\/h2>\n<p><span data-contrast=\"none\">When using a humdrum template, even the most exciting emails can miss the mark. The off-season is the perfect time to refine your templates so they deliver maximum impact. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Senders can take steps including:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"o\" data-font=\"Courier New\" data-listid=\"5\" data-aria-posinset=\"1\" data-aria-level=\"2\"><span data-contrast=\"none\">Conducting simple A\/B testing of design layouts and subject lines.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559737&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"o\" data-font=\"Courier New\" data-listid=\"5\" data-aria-posinset=\"2\" data-aria-level=\"2\"><span data-contrast=\"none\">Reviewing click <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.optimizely.com\/optimization-glossary\/heatmap\/\" target=\"_blank\" rel=\"noopener\">heat maps<\/a> to look for\u00a0design elements that get the most attention.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559737&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"o\" data-font=\"Courier New\" data-listid=\"5\" data-aria-posinset=\"3\" data-aria-level=\"2\"><span data-contrast=\"none\">Confirming your templates are up to date with recent <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.wordstream.com\/blog\/ws\/2021\/04\/30\/email-accessibility\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">accessibility standards<\/span><\/a><span data-contrast=\"none\">. This might require you to <\/span><span data-contrast=\"auto\">implement factors like plain text, generous use of white space, and color contrast using dark mode to make messaging digestible to a wider audience.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559737&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"o\" data-font=\"Courier New\" data-listid=\"5\" data-aria-posinset=\"3\" data-aria-level=\"2\"><span data-contrast=\"none\">Check if your email service provider (ESP) offers any training or best practices for using their template builders. Some regularly introduce updates or new features for senders to try.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559737&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"o\" data-font=\"Courier New\" data-listid=\"5\" data-aria-posinset=\"3\" data-aria-level=\"2\"><span data-contrast=\"none\">Review all emails in your automation workflows and triple-check that all links are still valid<\/span><\/li>\n<\/ul>\n<h2 id=\"early-sale\">7. Promote early access sales<\/h2>\n<p><span data-contrast=\"none\">\u00a0Seasonal businesses like ski resorts, amusement parks, or summer camps can u<\/span><span data-contrast=\"none\">se the off-season to promote early access sales.\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Consider implementing a series of simple email cadences, like this Aspen Snowmass campaign, to let customers know season pass prices will be posted on a specific date.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-35149 size-large\" src=\"https:\/\/www.validity.com\/wp-content\/uploads\/2022\/02\/Aspen-e1645736260508-805x1024.jpg\" alt=\"\" width=\"805\" height=\"1024\" \/>\n<h3><\/h3>\n<p><span data-contrast=\"none\">Adding an element of time sensitivity can also nudge subscribers to act quickly.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:720,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-blue rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Harness the power of email personalization<\/p>\n\t\t\t\t<p>Create 1:1 experiences using email personalization that goes beyond \"Hello, %%first_name%%\" with dynamic content.<\/p>\n\t\t\t\t<button class=\"button-blue download\"><a href=\"https:\/\/www.litmus.com\/personalized-email\" class=\"text-white text-decoration-none\">Personalize better<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/09\/download-blog-cta-09232024.svg\" width=\"221\" height=\"175\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<h2 id=\"more-impact\">8. Explore new elements that give your emails more impact<\/h2>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/amp.dev\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Accelerated Mobile Pages <\/span><\/a><span data-contrast=\"none\">(AMP)<\/span> <span data-contrast=\"none\">enables faster-loading emails that are\u00a0more dynamic and interactive. For example, email recipients can now take surveys directly within an email rather than navigating to a\u00a0separate landing page. <\/span><span data-contrast=\"auto\">Integrating AMP\u00a0<\/span><span data-contrast=\"none\">into your email templates gives you the freedom to leverage competitive design advantages like live forms, carousels, and hamburger menus.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559737&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Email sending volumes may dwindle during the off-season, but brand recognition in the inbox is still critical: <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/resource-center\/consumer-email-tracker\/?utm_medium=report&amp;utm_source=validity&amp;utm_campaign=email-the-new-email-landscape\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"auto\">DMA research<\/span><\/a><span data-contrast=\"auto\"> (sponsored by Validity) reveals \u201crecognizing the brand\u201d is the single most important driver of email opens. Senders should consider implementing Brand Indicators for Message Identification (<\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/resource-center\/breaking-down-bimi-brand-indicators-for-message-identification\/\"><span data-contrast=\"none\">BIMI<\/span><\/a><span data-contrast=\"auto\">), an\u00a0emerging\u00a0email specification that <\/span><span data-contrast=\"auto\">displays brand logos next to emails in subscribers\u2019 inboxes.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559737&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2 id=\"clean-list\">9. Clean your list<\/h2>\n<p><span data-contrast=\"none\">As an email marketer, your subscriber database is your most valuable asset. To protect this asset, senders need to follow recommended list hygiene practices. To keep your list clean, run it through a validation tool to reduce your bounce rate and protect your sender reputation. <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/briteverify\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">BriteVerify<\/span><\/a><span data-contrast=\"none\">, from Validity, is one market-leading option.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Then, carefully review your list segmentation strategies to see how each segment performed during peak season. This will provide you with actionable data to optimize your emails in the future.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n\n<div class=\"container pt-3 pb-5\">\n\t<div class=\"row blog-cta-blue  p-4\">\n\t\t<div class=\"col-12 mx-auto\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Don\u2019t let bad data cost you<\/p>\n\t\t\t\t<p>Validity BriteVerify helps you remove invalid emails before you send\u2014saving money and improving deliverability.<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a href=\"https:\/\/www.validity.com\/briteverify\/\" class=\"text-white text-decoration-none\">Clean your list<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/12\/blog-cta-12172024.svg\" width=\"208\" height=\"171\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\t\n\t\n\t\n\t\n\n<h2>Conclusion<\/h2>\n<p><span data-contrast=\"none\">The sales off-season is the perfect time for email marketers to educate themselves on the ever-changing world of email.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:240}\">\u00a0<\/span><span data-contrast=\"none\">Luckily, there are <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\">ample free resources<\/a> to help you stay up to date on industry trends, new technologies, competitive intel, and best practices.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><strong>For more tips to maintain consistent year-round email performance, check out <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/webinars\/\">Validity&#8217;s <\/a><\/strong><span data-contrast=\"none\"><strong>webinar series.<\/strong> Email pros share expert insights, fresh data, and actionable tips to keep email marketers ahead of the curve.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-blue rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Get email insights from marketers worldwide<\/p>\n\t\t\t\t<p>Dive into the State of Email Reports for the latest trends, innovations, and best practices across the email marketing industry.\n<\/p>\n\t\t\t\t<button class=\"button-blue download\"><a href=\"https:\/\/www.litmus.com\/state-of-email-reports\" class=\"text-white text-decoration-none\">Get the report<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/09\/download-blog-cta-09232024.svg\" width=\"221\" height=\"175\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<p><em>This article was originally published on <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/\">Validity<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The holiday season is for sales. But right after? It&#8217;s time to clean your email list, build relationships, and polish your program for next season.<\/p>\n","protected":false},"author":56,"featured_media":123257,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[9363,10261],"blog_category":[10306,53],"class_list":["post-35144","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-email-marketing-strategy","tag-holiday-emails","blog_category-email-marketing-strategy","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>9 Off-Season Survival Tips for Email Marketers - Litmus<\/title>\n<meta name=\"description\" content=\"The holiday season is for sales. But after? 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