Don’t let your learnings from the past holiday season gather dust. Schedule monthly meetings to ensure you’re implementing procedural changes and conducting and planning A/B and multivariate tests to maximize engagement, deliverability, and revenue.
When it comes to putting together an email marketing strategy for the holidays, it’s always a huge asset to plan in advance. We often use content planning calendars to map out sending just the right messaging at the right time, taking into consideration a brand’s biggest business priorities and pushes, as well as industry trends and what’s top of mind for customers at different points in the season.
Mailbox providers often tighten spam filters during the holiday season. To protect yourself, take an extra close look at your deliverability health before setting your holiday mailing calendar. Now is the time to shore up any weak areas of deliverability health, including low open rates, high bounce rates, high complaint rates, blocklistings, and any of the other factors that weigh negatively against your sender reputation.
We often create ‘holiday templates’ for clients that involve streamlining modules and minimizing change to tertiary elements. This reduces our turn-around time to a day or two, allowing us to create reactionary campaigns.
Some out-of-stock messaging strategies are difficult to execute if your messaging platforms don’t have access to live inventory data. Many of our clients are fixing that disconnect by using a customer data platform (CDP) like Oracle Unity to connect with their order management systems to fuel real-time inventory messaging.