Competitive intelligence provides valuable insights for brands to better understand relative measures, timing, cadence, and key performance outliers during the critical holiday season. Collectively, these insights present opportunities for segmentation and personalization optimizations or program expansion ideas that can be experimented and tested during the summer and into the fall to ensure holiday success.
We highly recommend that every email capture source is tagged with an identifier on the backend so you can determine how each is performing. Doing this will allow you to invest in high-value sources, as well as to shut down poorly performing sources.
We worked with a global retailer to change their unsubscribe page to mitigate opt-outs, which typically increase slightly during and right after the holidays. By adding the option to stay subscribed and to pause emails for 30 days, we found the average unsubscribe rate on holiday campaigns dropped 82%. The approach was so successful that we left it in place year-round.
Moving up to a data-driven approach entails centralizing your data from all channels and departments so you can ask WHY questions, not just WHAT questions.
With Mail Privacy Protection now fully impacting inactivity management and Spamhaus and other blocklists more active than ever, many large email senders are struggling to keep their active mailable audiences growing safely. If you need help, reach out to us.