An Email Marketing Checklist for the Holidays
2. Enhance and Use Customer Data: Marketers can provide a better customer experience by using data to personalize messaging and offers. By auditing existing customer data and enhancing it before the holiday season—through additional data collection, preference identification and data append services—you can tailor your campaign messages to subscriber preferences and test segmentation to refine your holiday strategy.
Implementing triggered campaigns is another way to personalize content. By triggering messages based on subscribers' browsing behavior, purchase history, email interactions and events like abandoned carts, you can drastically increase response rates. Yesmail has found that open rates for triggered campaigns are 2.5 times higher than those of general campaigns, while unique click rates are double. Don't ignore this important component of your holiday email marketing strategy.
3. Improve the Mobile Experience: Mobile and email will play a major role in in-store and online holiday shopping activity. But while more people are opening emails on mobile, consumers remain twice as likely to click on a desktop email compared to a mobile email, probably due to rendering issues or calls to action that do not consider the context of the mobile reader. If customers can't read an email and aren't instantly able or aware of how they should act on it, they won't.
When thinking about mobile, prepare now while identifying future opportunities. First, determine which interactions lend themselves naturally to mobile and incorporate calls to action that relate to the mobile context. Then, make sure to employ scalable and responsive design through the entire customer journey so that your emails translate from a desktop to a mobile device.
4. Start Telling a Story: Not every message should be a sales pitch. Marketers must supplement calls to action with relevant content that provides both a unique point of view and valuable information to consumers. While sales-focused emails certainly are important, you should be building a relationship with your customers leading into the holiday season so they're more likely to pay attention when you send that Black Friday offer.