Four Tips for Successful Holiday Email Campaigns
There's still time to implement plans for your holiday email campaigns, writes Suzanne Norman in a recent post at the Emma blog, and you have reason to be optimistic about a profitable season: "[N]umbery types might like to know ... that email-driven sales were up 11% from 2008 during the 2009 holiday season," she reports.
What can you do to add a little more sparkle to your holiday emails and boost response even higher this year?
Norman offers recommendations like these:
Analyze recent data to uncover what's working—and what isn't. If, for example, you notice that click-through rates are higher in your more graphic-rich emails, design the rest of your holiday campaigns accordingly, she advises.
Closely monitor your recipients' tolerance for increased holiday frequency. "[E]very fatigued subscriber who opts out in December is someone who won't see your emails at all next year," she warns. If you are ramping up your frequency for the holidays, "keep a close eye on ye olde opt-out rate," she advises.
Make it easy for anyone to share your offers and content with friends. Norman cites an Experian study that showed traffic from social networking sites to retail sites rose 37% during the last holiday season.
Use your registration page to tout the exclusive holiday offers that email subscribers receive. With the right incentives, you might build your list and reach an increasingly large audience as the season continues—and stretches into the new year.
The Po!nt: 'Tis the season to give! Optimize your holiday email campaigns to reach the broadest possible audience—and make it worth their while to read your messages. That way, they'll deliver a great holiday return, and still want to hear from you come 2011.
Looking for great email marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Email Marketing Factbook (May 2010). With 129 pages and 90 charts, it is full of relevant email marketing stats and trends. The Email Marketing Factbook is Part 1 of the complete Digital Marketing Factbook (our 296-page full report).