When analyzing year-over-year performance, be sure to map out the notable trends of the years you’re comparing. How many days were between Thanksgiving and Christmas? What days of the week did Veterans Day, Christmas, and other events fall on? When did you begin holiday promotions and how did you ramp up? Did you expand or tighten your audience targeting? All of these things will help you understand the story your YoY data is telling you and derive actionable insights from it.
Your subscribers’ shopping behaviors will likely look fundamentally different in November and December than in January and February. Progressive profiling is a great way to stay in tune with your subscribers’ interests, especially during seasonal pivots and times of rapid change.
If you have strong link and website tagging in place, be sure to leverage that data when trying to turn one-time holiday buyers into year-round customers. A solid visitor behavior tracking program will give you rich behavior data on what products worked best for retargeting campaigns and accelerate your learning curve to discover what to suggest for these customers to get them to convert again outside of the holiday season.
Since last summer, the largest blocklist operator, Spamhaus, has become much more aggressive in cracking down on poor sending practices. They issued hundreds of ‘informational listings,’ some of which turned into real blocklistings that resulted in 50% to 70% or more of the sender’s email volume being blocked or bounced. If you get one of these informational listings, take it for the serious warning that it is and take action to resolve it.
Time management is critical even early in the year. Consider the ‘Rock, Pebbles, and Sand’ analogy. Be certain to get the ‘big rocks’ of your tech stack in first to ensure success. Target the most impactful projects and develop timelines early to guarantee a streamlined ramp up to the holiday season.