An Email Marketing Checklist for the Holidays
With Black Friday fast approaching, there's no better time for marketers to begin prepping for their holiday email campaigns. To boost sales during this critical time of year, brands must start testing their strategies early to identify the best opportunities to engage customers and increase conversion rates.
Because consumers are receiving more promotional messages than ever—email volume is up 9 percent, while click rates are down 14 percent—brands have to take additional steps this year to stand out in inboxes. The number of emails sent out by brands is only going to increase over the next couple of months, meaning the same old strategies won't cut it.
Marketers should make a list and check it twice. More than ever, marketers have to focus on understanding their audiences and meeting the needs of each subscriber. By doing the pre-holiday legwork now, brands can ensure that their stockings will be full on Christmas morning.
Holiday Email Checklist
After analyzing billions of promotional emails sent out over the past year for its "Email Marketing Compass" report, Yesmail Interactive has identified four key activities that will make or break holiday campaigns in 2014.
1. Make Sure Messages Get Noticed: This is the obvious starting point, but it's often the biggest roadblock to a successful email campaign. Inboxes are crowded, and customers are increasingly selective about what they open and click. While this appears to be a setback, it actually presents an opportunity for marketers to stand out if they create relevant and timely content.
Before sending out any holiday email messages, marketers should test important variables, such as subject lines and pre-header text, and then incorporate the best performers into their holiday mailing schedules. The next step should be segmenting your audience based on email activity, device preference, purchase history, browse history, etc. For example, take a look at what days and times garner the highest open rates, and consider whether that changes based on consumers' device preferences. Finally, develop a pre-holiday activation program to identify the most active subscribers, re-engage subscribers who haven't been active in a while, and remove dead records from your lists.