When to launch holiday-themed email campaigns: A playbook for marketers

It's time to start thinking about your email marketing strategy for 2017! To help you plan ahead, columnist Jason Warnock takes a look at when three leading retail brands executed their holiday-themed email campaigns. Holidays can be a cash cow for retailers. But converting holiday enthusiasm into traffic and revenue isn’t a slam dunk. Timing is everything, and if your email campaign lands in inboxes at the wrong time, it can create a disconnect with your audience.
As a marketer, it’s critical to know when to launch holiday-themed email campaigns. To help you plan your own campaigns for 2017, I’ve analyzed the campaigns of three major retail brands — Target, Walmart and Toys”R”Us — to determine when they started sending emails for specific holidays in 2016.