Clickz – 5 Quick Wins for Holiday Retail Email Campaigns
We all know what the holidays mean for email marketers. Late nights, big revenue, and insane frequency. Is it even possible to send 27 emails in 11 days? Big retailers will find out this holiday season, rest assured. When the majority of your revenue comes in eight weeks, all rules get thrown out the window to ensure it’s a successful season. And this spills over to the digital channel. Here are five tips to ensure success on the email front and prevent your program from becoming post-holiday carnage left for dead.
1. Manage expectations. This goes to both internal teams and your subscribers. To me this is crucial. Any CMO should know the long-term impact versus short-term gain when ramping up email frequency. Educated decisions are always better than blind ones and this impacts many loyal and valuable customers too. If they know they will get an email a day with an exclusive offer, they may stay on the list. What about the same offer 10 days in a row like many retailers send? Kick off your holiday season with an email that outlines the schedule and benefits. Even better, give them the choice to opt down, meaning they can just get a weekly or monthly email or even pause their subscription if they have no intent on making a holiday purchase from your brand. In most circumstances, this is much better than an unsubscribe.
2. Have awesome subject lines. This is an email bread-and-butter type of tactic yet most of us write subject lines in the 11th hour. If I ran email for a big box chain or department store that depends on a huge Q4, I would have been using the first nine months of the year as an idea proving ground. Guess what moves the needle? Subject lines, so I hope most retailers have a proven list of dozens of possible subject lines to use based on offer and response metrics.
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