5 Holiday Email Mistakes That Drive Customers Away

"Validity surveyed 1,000 U.S. consumers, revealing what drives them to open, engage with, or unsubscribe from holiday emails. This holiday season, consumers signal that they want transparency, real discounts and thoughtful timing, not inbox overload or misleading subject lines. Retailers that continue to rely on volume over value risk unsubscribes and missed opportunities. Here's what consumers told us about what's working, what's not, and what brands can do to improve their holiday email performance."

"49% of consumers have unsubscribed from a brand's holiday emails because they received too many. Millennials are the most likely to unsubscribe (57%), followed by Gen Z and Gen X (48% each) and Baby Boomers (38%). Weekly is the most preferred frequency for receiving holiday promotional emails from retailers (25%). 21% prefer every two to three days, while 21% are comfortable with daily emails."

Validity surveyed 1,000 U.S. consumers about holiday email behavior and preferences. Forty-nine percent of consumers have unsubscribed from holiday emails because of excessive sends, with Millennials unsubscribing most often (57%). Weekly is the top preferred send cadence (25%), while 21% accept every two to three days and 21% accept daily emails. Email overload and weak or irrelevant subject lines drive disengagement. Consumers want clear subject lines, transparent pricing changes, authentic discounts, and early but considerate promotional timing. Aligning cadence and offering clear, relevant value can reduce unsubscribes and improve engagement.

Read at Litmus