Making Email Marketing More Effective This Holiday?
The holiday season will remain the most important time to drive
traffic and sales, both in-store and on-line, for your business both on-line and off-line. Email marketing is a powerful tool that retailers
can use to build their brands and increase sales during that crucial
period. Your holiday campaign should be tailored to your customers' needs and
your brand image.
Campaign Timing: When should email marketers begin their holiday efforts?
The holiday-email push has two
important periods: pre-holiday, which runs mid-August though mid-November, followed by holiday, which runs mid-November through the
end of December. Although many email marketers use the holiday period well, there
needs to be a greater focus on the pre-holiday months. That initial
time period should not be ignored or misused, as it paves the way for a
successful program later in the year.
Complementary messaging
This should be used in the months before November
to help strengthen your future emails; a big part of that is having
your email-list subscribers update their preferences.
Asking them questions in an email during September regarding
products they are interested in, preferred email timing and frequency,
and preferred point of purchase (online or in-store) can do wonders to
help improve the response you receive during your November and December
mailings. An excellent example, as White pointed out, is Newegg.com, which in
the past has used email to collect preferences for its Black Friday
sales. Newegg.com went in-depth and surveyed customers as to which
product categories they were interested in and what they would be
willing to pay for certain items. Gathering that information before the holiday push can create
much-better conversion rates and sales numbers.
The pre-holiday period
is also a perfect time to ask previous customers to fill out product
reviews, as those reviews will bolster the value of your site during
the holiday season.
How Frequent Should I sent Messages?
An issue that many retail email marketers encounter is frequency.
Although complementary pre-holiday emails are integral to a successful
program, keeping the frequency light and focused during that period
will give you more latitude to send a higher number of emails during
the holiday rush. Be sure to keep your email frequency in line with your brand's
normal email habits, taking a holistic approach. Although you should be
wary of annoying your customers by overloading them with email during
the holidays, remember that it is a critical sales time for your
company and recipients will embrace your messaging as long as you keep
it relevant and tailored to them.
How Should I approach the Messages? Sender Reputation
Another invaluable aspect of
holiday email campaigns is your sender reputation. Be smart with your
email frequency, subject lines, etc., so you can stay on recipients'
whitelists . It makes sense to be a little bit more
conservative and spend more time getting the right email sent over
sending two emails. Spend the time creating one tailored,
hyper-relevant, segmented, dynamic-content email, instead of creating
two emails that are much more broadcast, painting everyone with the
same brush. By being careful and crafting a higher-quality email, rather than
rushing to put out several lower-quality blasts, not only will you be
more likely to remain on whitelists, but also consumers will have a
better perception of your brand.
One excellent method is to add a strong whitelisting call to action
in one of your pre-holiday emails: for example, "We are going to have
some fantastic deals during the holidays. Add us to your address book
to make sure you don't miss them."
Special Holiday Design
Quality design helps present your brand in a positive way, separates
you from competitors, and helps increase sales. Small design changes,
such as the placement of buttons, the use of images, and slight edits
on the layout, can make all the difference and will help make your
email campaigns much more appealing.
Templates
When moving closer to the holiday
months, it's a good idea to add small touches to your email templates
that indicate a change and entice readers to check out special deals
that you have for the season. Subtle changes can do wonders. Home Depot, for example, added a bow
on top of its logo last year; you could alter your template to include
holiday colors. Be careful, however, about putting too much of a
Christmas skew on your campaigns; keep them more in line with the
holiday season and spirit as a whole.
Depending on your brand, you might consider making some custom
emails, especially for big events such as Black Friday. For example,
Overstock.com did a negative-type email for Black Friday, which would
normally be an email faux pas; but using a black background and white
type helped the company stand out among all the clutter that week.Remember, if you create custom emails or make big changes to your
templates, be sure to test the rendering on all major email clients
(software and Web) before sending out the campaign. One of the biggest mistakes that email marketers need to avoid is
underestimating the effect that design can have on email performance,
especially during the holiday period.
Finally: Measure Of Success
Retailers need to look at the results of last year's
holiday campaigns early and often; the post-mortem should take place at
the beginning of the year rather than the pre-holiday season, which
starts in mid-August. When examining campaigns from last year, you look at your big wins,
big misses, and how people responded to certain aspects of the
campaign, including frequency, subject lines, calls to action, etc. Use
all that data as a baseline for where to start this year's
holiday-email planning.
