Reviewing email programs for the holiday season is crucial to ensure that your email marketing campaigns are optimized for this busy and competitive time of year. The holiday season presents a unique opportunity to engage with your audience, drive sales, and strengthen customer relationships. To make the most of this season, brands should ensure their email marketing efforts are well-prepared, strategic, and effective.
Here are some key areas to focus on during your holiday email program review:
- Ensure that your automated feeds are actually on and working.
- Abandon cart emails have one of the highest engagement and conversation rates.
- Is your ESP capturing all abandoned cart / browse emails?
- Incorporate a first-time buyer nurture series.
Click Read More below for additional insight.
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Amazon.com Inc. has agreed to pay $2.5 billion and overhaul its popular Prime membership program after federal regulators accused the company of using deceptive tactics to lock millions of consumers into subscriptions and then making it intentionally difficult to cancel.
The Federal Trade Commission (FTC) announced the deal Sept. 25, calling it one of the largest consumer protection settlements in its history. The order requires Amazon to pay a $1 billion civil penalty — the largest ever tied to a violation of an FTC rule — along with $1.5 billion in refunds to an estimated 35 million customers who were charged for unwanted Prime subscriptions or faced obstacles when trying to leave the service.
FTC chair Andrew Ferguson described the outcome as “a monumental win for the millions of Americans who are tired of deceptive subscriptions that feel impossible to cancel.” He said Amazon’s enrollment and cancellation flows were designed as “subscription traps,” steering consumers into sign-ups without consent and frustrating efforts to exit.
The federal government shutdown that started Oct. 1 is just the latest in a host of challenges, along with tariffs, inflation and signs of economic weakness, that are bedeviling businesses as 2025 winds down. This makes smaller retailers — which lack the financial buffer most big chains have — especially vulnerable as the holidays approach.
“Everyone loves shouting about shopping small or local, especially during the holiday season, but this year, small businesses are heading into their busiest period with a level of uncertainty they haven’t faced before,” said Jacob Bennett, co-founder and CEO of Crux Analytics, which works with small businesses and their banks.
Summer ended sluggishly for the sector, according to the Fiserv Small Business Index for September, which leverages transaction data from more than 2 million U.S. small businesses across the country: Adjusted for inflation, retail sales dropped 1.4% year over year.
Foot traffic is solid, but average basket size is down, according to Mike Spriggs, head of consumer insights at Fiserv. “That tells us the American consumer is still engaged — just price-aware and promotion-sensitive,” Spriggs said by email.
Then there is the shutdown, which disrupted the loan program at the Small Business Administration — both access to new loans and management of existing ones. Among other consequences, this could disrupt inventory management, which has already been roiled by tariffs.