We're in the dog days of summer, but smart e-mail marketers are already planning for the year-end holidays. In August and September, e-mails can prime shoppers for their holiday shopping, with mobile app downloads or credit card offers, for example. In October, when the average amount of promotional e-mail from retailers starts to jump from 18 to 20 messages per subscriber, digital marketers can stand out by touting pre-holiday sales, pre-ordering of hot items, wish lists and layaways. By November, those who haven't planned ahead can get lost in the chatter as retailers send an average of 25 promotional e-mails to active subscribers. Because mobile can hook holiday shoppers even outside of stores or homes, many now map out a promotional drive of mobile-friendly e-mails throughout November, including early-in-the-month Fridays and Thanksgiving Day itself as well as the traditional Black Friday shopping kickoff and Cyber Monday, the busiest e-mail marketing day of the year. For a useful holiday e-mail planning calendar courtesy of ExactTarget, see the infographic at http://www.marketingprofs.com/chirp/2013/11270/the-email-marketing-holiday-calendar-infographic.
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