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Holiday shopping season has officially begun, and while most email marketing campaigns are ready to roll--and many more are already in progress--it’s definitely a time for battening down all the metaphorical hatches and strengthening your processes to make sure that everything goes the way you want it to. Not only does it help you to alleviate some of the inevitable stress that comes along with the busy season, but as any Site Impact expert can tell you, it will also help you to ensure that everything is actually the way you need it to be--with no last minute surprises to derail your efforts. Today we’re going to go over a few easy ways to make sure you’re firing on all six cylinders even in the most hectic time of year.
We hammer the point home a lot, but checking your data is one of the best steps you can take to help ensure the success of your email marketing campaigns. Data is the backbone of your campaign, and while of course you likely already checked everything over before the holiday season began--our own data has been specially checked, going into this busy time--as you gain more email addresses from those interested in last minute deals and steals, you should be checking over the data again. Some brands wait until after the big rush to perform hygiene on their lists, but it’s important to keep things squeaky clean to ensure your deliverability throughout the season, and checking periodically throughout the season instead of waiting for January or February will ensure that you have everything the way it should be.
Segmentation is another of the major backbones of email marketing, and the segments you create and choose for your efforts go a long way towards the performance of your campaigns. As this holiday season progresses, looking at your segments at regular intervals--daily, or at least a couple of times per week--will give you insights into what’s working and what’s not, and allow you to adjust your campaigns accordingly. Look at the reports for your various segments, and see what things are hitting and what aren’t. From there you can see if certain campaigns might not work better in other parts of your audience, going through and making changes.
Ideally, by now you’ve done a great deal of the needed testing already; you know that your creatives will work across devices, and so on. But even as the holiday season progresses, testing should still go on. You should be testing your material, testing your creatives for efficacy as opposed to just for basic loading and utility. Not only will you steadily improve your performance throughout the season--you’ll also get a jump on 2020’s campaigns to come!
Right now--the holiday shopping season--is one of the most stressful and frenetic times of year for brands of all sizes. But by leaning into the best practices in email marketing: list hygiene, checking your segments, and testing your creative and content, you can ensure that you’ll get the best results possible from your campaigns and make all of your efforts an even greater success. Contact Site Impact to learn how we can help you to take your email marketing to the next level, this year and beyond.
