Your subscribers’ shopping behaviors will likely look fundamentally different in January and February than in November and December. Progressive profiling is a great way to stay in tune with your subscribers’ interests, especially during seasonal pivots and times of rapid change. Other signals can also help you understand where your subscribers are financially. For example, their engagement with gift price buckets (e.g., gifts under $25, under $50) can help you tailor recommendations in the new year.

Peter Briggs, Director of Analytic & Strategic Services,
Oracle Digital Experience Agency

Even post-MPP, it’s crucial to look closely at unique open rates by receiver domain day to day, as well as across campaigns and ISPs. That’s because an overall open rate of 15%, for example, can easily conceal a 2% open rate at Outlook.com, which would indicate that your mail is in the junk folder. However, because of MPP, you’ll also want to watch clicks. Click rates may be much lower than open rates, but seeing big deltas between inbox providers can reveal spam folder placement.

Brian Sullivan, Strategy Director of Email Deliverability Services,
Oracle Digital Experience Agency

A yearly audit of your triggered campaigns is a great addition to your marketing calendar planning sessions. Performance and analytics will dictate which campaigns you want to focus on first. Small tweaks can make a big impact. Regularly reviewing these programs will prevent the need for overwhelming overhauls, while also keeping your team aware of all the messages you’re sending out so they can ensure each is still fulfilling their purpose.

Elizabeth Thomas, Senior Art Director for Creative Services,
Oracle Digital Experience Agency

Of course, deciding the scope and priorities of a redesign is only half the work—if that. The rest is actually doing the redesign. You’ll want the right people involved, to dedicate a reasonable amount of time, and to have a rigorous process. Based on well over a decade of doing digital marketing redesign for our clients, here’s detailed advice on how to manage a successful redesign process.

Lauren Gannon, Vice President 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.

Kaiti Gary, Senior Director of Analytic & Strategic Services,
Oracle Digital Experience Agency