6 Last-Minute Tips for Your Holiday Email Program
The holidays will be upon us before we know it. For retailers, this is the make-or-break time of the year. The stress levels start to increase after a summer during which many brands solidified plans, made upgrades to their websites and more. So, what can you control now to make the season go more smoothly, save some time and drive more revenue? Here are six tips for your holiday email program:
1. Get rid of text versions of your email campaigns. They're not worth the time to create or review. If someone feels terribly strongly about them, just create a generic one that can be used for all emails, but even that isn't worth the effort. If you need proof, just run a report on how many clicks you get from text-only emails. Use the time saved to work on the below steps.
2. Get your segments set up by activity level. While you still have some time, and before the pressure to mail your entire list every day is fully upon you, segment your lists so you know what you have to work with. Segment your lists into groups based on email engagement (i.e., last open or click). Some call them hot, warm or cold segments, others call them engaged, disengaged or unengaged. Regardless of what you call them, the point is that you segment your list based on the last time they engaged with your email.
Segment definitions vary by brand, but here are some common definitions: A hot segment are those subscribers that engaged with your email in the last 90 days. Warm could be email engagement between 91 days and 180 days, and cold is anything 180-plus days. You'll also want to segment out new to file, which are email addresses acquired in a defined period of time (e.g., the last month). These segments can be overlaid and used in conjunction with any demographic, domain-specific or persona-based segments you may already have. There are a great deal of additional important analytics that can propel an email program forward, but without more resources to translate analytics insights into targeting and creative, that may need to be a Q1 project.