The Path to Holiday Email Optimization Part II: Optimizing Performance
3. Data Collection Emails: Going beyond the preference center, data collection emails are a quicker, proactive way to get customer preferences. While the preference center is a great thing to have, it requires customers to seek it out. On the other hand, with data collection emails you bring the preferences center to the customer. Beyond just reconfiguring how you interact with a customer, data collection emails are especially relevant right before the holidays. Sending these emails helps you tailor your content to be relevant. Try sending emails asking, "who are you shopping for" or "what is your must-have" to help you tailor the messages you send leading up to the holidays.
With a solid structure and an optimized strategy in place you are just about ready for the holidays. In Part III, the final step towards holiday email optimization, I'll explore how marketers can measure their impact.
Tom Sather is Return Path’s senior director of email research. Tom uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox. He began his Return Path career as an email deliverability consultant working with top-brand clients like eBay, MySpace, IBM and Twitter. Tom’s previous experience includes roles with email service provider Experian and on the abuse desks for AOL, Bellsouth, AT&T and GTE.