We encourage our customers to review their triggered and transactional emails early on in their holiday planning. The most cost-effective updates are ones you can apply globally, such as updating your header with holiday branding, your navigation bars with seasonal links, or inserting a banner to promote your gift center, wish lists, or free holiday shipping/returns. These updates can be designed once and scale across your template system to create a consistent brand experience for your customer.

Lauren Gannon, Vice President of Agency Services,
Oracle Digital Experience Agency

Some of the most successful marketing teams we work with schedule brief daily morning meetings with channel leads during peak seasons to review the previous day's performance data, share insights, and make quick adjustments to optimize campaigns for maximum success during critical periods.

JT Capps, Strategic Director of Analytic & Strategic Services,
Oracle Digital Experience Agency

Make sure you have a way to get a hold of your digital marketing platform provider, digital agency, and other partners. If you have a single point of contact, recognize that could become a single point of failure. Make sure you have multiple contacts, including any 24/7 customer service centers. If you have a problem at 1am on Black Friday, you want to make sure you can reach someone.

Lauren Kimball, VP of Agency Services,
Oracle Digital Experience Agency

Have a detailed plan documented ahead of time that maps out what you’ll do if performance metrics look soft. That plan should include confirming who is authorized to approve changes on the fly, as well as an agreed upon definition of what requires action and what does not. Having a playbook of supplemental campaigns and even audience filters pre-built will give everyone a sense of comfort and control, and enable changes to go into effect as they’re needed.

Heather Goff, Strategic Director of Email Deliverability Services,
Oracle Digital Experience Agency