As we head into the heart of the holiday season…

Make sure you’ve created a detailed, documented plan that maps out what you’ll do if performance metrics start to 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 Marketing Consulting

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