Segment and personalize your email messagingOne of the most effective ways to see a return on your email marketing is to segment your subscriber list. Divide your list of contacts into smaller pieces based on appropriate data points, such as "Date of Last Purchase" or by persona type. This is particularly useful with returning customers. By personalizing emails for current customers, you can craft messaging and imagery that appeal specifically to those who fit the criteria. Existing customers love seeing information about your deals and specials because they already know they like your brand -- that's why they bought it in the first place and then subscribed to your email list!
Use your own email data from past holiday seasons as a guide. Analyze what works best in terms of subject lines, timing, open rates, click rates, even the subject matter itself. If your email subscribers go gaga for content featuring dogs and cats, you should know that going into holiday email marketing strategy.
A/B test your email contentA/B testing is a good practise for email marketers generally but is especially important during the holiday rush. What is A/B testing? Also known as split testing, A/B testing involves setting up two variations of one campaign and sending them out to test groups to see which email format performs better.
Examples of elements that can be tested with this method include:
- Email Subject Line Wording - Does one subject line get more opens than the other?
- Location of the Call to Action - Do more people click on the CTA in the footer or the header?
- Imagery - Does one image capture your audience's attention better than the other?
|MailChimp provides a tutorial for A/B testing emails in their system|
There is a ton of information about A/B testing out there and that's because it is a great tool for marketers. By testing your own audience for their preferences, you know exactly what they want to see and hear from you. How great is that?!
Be smart about data collectionAs Dan Taylor said, "If you're not measuring, you're not marketing." Most email marketing platforms include data insights that can be very valuable to your marketing and sales team. Even if your email tool doesn't provide data insights, you can set up tracking links in Google Analytics to see how much traffic on your website is the results of email clicks.
Before sending a single email, strategically determine which pieces of data you would like to collect and get all of those pieces in place before moving forward. Desktop vs Mobile data might be really helpful in determining imagery and layout for your email campaigns.
Resist the urge to spam
Use a responsive email templateWhy is responsive email design so important? As of November 2016, "mobile email will account for 15 to 70% of email opens, depending on your target audience, product and email type," according to eMailmonday. If your emails are not mobile-friendly, you are missing out on a huge opportunity to capture and communicate with your audience. As you are finalizing your holiday email campaigns, include "Test on mobile devices" as a necessary checklist item before launching your campaign.
Keep it simpleHoliday email campaigns have a lot of competition and can get buried or lost in inboxes. Be straightforward with your messaging and simplify the user-experience for your subscribers. Offering too many options or burying the goods in lengthy paragraphs can stop a consumer in their tracks. Strategically map out how to tell the whole story with appropriate imagery, subject line, and email content as concisely as possible.
|Kate Spade subscribers immediately know the purpose of this email upon opening|