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Tips for Solving Common Holiday Email Marketing Woes…

Tips for Solving Common Holiday Email Marketing Woes

For marketers and retailers alike, there are
few time frames as critical as the climactic fourth quarter. From Black Friday
to Christmas to post-holiday sales — this shopping season signals both the year-end crunch and the
optimal period to capitalize on the most lucrative time of the year. Not to
mention, a successful holiday season for marketers often translates into strong
momentum heading into the New Year.
Tasked with the pressure of meeting annual
goals and the demands of consumers, marketers have their work cut out for
themselves during the year-end frenzy. With inboxes filled to the brim and
consumers’ more distracted because of the holidays, it can be tricky to break
through the noise with an impactful message. This may seem like an overwhelming
task, but there are plenty of ways email marketers can overcome common holiday
marketing woes and maximize their chances of success this season.
Make
Subject Lines the Star on Top
If there’s one thing that accompanies the
holidays year after year, it’s the crowds; crowded airports, crowded shopping malls and, most notably to marketers,
crowded inboxes. While marketers vie
for consumers’ attention throughout the year, inboxes are especially cluttered
during the holidays from the
abundance of email communications — all from marketers competing for shoppers’
time and attention.
In order for them to break through the noise and
make merry with subscribers, outstanding subject lines are in order.
The
subject line acts as the gatekeeper to entice customers to open emails. This
short, one-line description of an email may very well be a marketer’s first and
only shot at connecting with a customer. In order to stand out in an inbox, a
subject line must be well-crafted and personalized. First and foremost,
marketers should stay away from clichés and present the audience with a
personalized hook that captures their attention and incentivizes them to learn
more by opening the email. By using A/B split testing, marketers can determine
which types of subject lines work best and will capture the greatest amount of
mind share and attention.
Deck
the Halls with Personalization
Welcome to the era of personalization, where
relevant content reigns supreme. While the traditional “spray and pray”
approach of blasting out generic marketing messages may have fared well in past
holiday seasons, this approach now competes with the desires of today’s digitally-enabled
shoppers. Today’s consumers insist on messages that resonate with them on a
personal level because they expect brands to actually know them. Too often, marketers waste valuable time creating the
same brand experience for all consumers, regardless of who they are. This, in
turn, leads to low click through rates and conversions, especially around the
holidays.
This holiday season, marketers can optimize their campaigns by using past
purchase behavior — including when, where and what buyers have purchased — to
personalize messages. For example, if a marketer knows a consumer bought a
specific type of technology during last year’s holiday season, that person
should receive an email with information about the latest prototype this year.
This type of relevancy will reinforce two-way communication between consumer
and brand and foster brand loyalty. Most importantly, offering this type of
authentic value to consumers will also help in converting clicks to
purchases — ultimately boosting retailer’s bottom lines.
Avoid Turning Subscribers into
Scrooge’s: Monitor Email Cadence
Email
cadence is critical to the success of holiday campaigns. Too often marketers
bombard consumers with promotion after promotion without providing any real
value. This over-mailing strategy not only becomes irritating for subscribers,
but it can also be detrimental to email open rates.
Retailers
should anticipate sending a greater volume of emails throughout the holiday
season. After all, brands do want to ensure they are top of mind for
subscribers. However, rather than sending out blind blasts, it’s important to
first revisit campaigns from last year to learn from past performance.
Marketers should take a look at both strong-performing emails and those that
had high unsubscribe or complaint rates. Next, they should draft an email
schedule ahead of time to plan campaigns and avoid saturating consumer inboxes.
For example, it’s beneficial to target emails for shipping cut-offs to remind
customers of their last chance to take advantage of standard or two-day shipping
deals. 
Finally, marketers can also monitor their open and
unsubscribe rates during this season in order to determine if they should amp
up or tone down the frequency of sends.
While
it can be easy for marketers to feel overwhelmed with holiday campaign
preparation and meeting year-end quotas, following these tips will ensure a
successful season for all. By perfecting subject lines, mastering personalization
and carefully planning email cadence, both brands and consumers alike will be
guaranteed to have happy holidays.
EJ McGowan
VP & Managing Director
Campaigner










For
more information on Campaigner, please visit www.campaigner.com.



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