Christmas this year is expected to be wildly different for marketers, as the COVID-19 pandemic continues to impact many parts of the world. Changed conditions raise a need for marketers to adapt and use alternative strategies to promote brands, such as email marketing campaigns. With an incredible volume of email campaigns expected, there are several ways to stand out from the crowd.
To begin, Validity email strategist, Tori Garcia comments on recent predictions made by marketers:
"A lot of marketers are actually predicting that instead of having a Black Friday or Cyber Monday in November, that the entire month of November is going to be holiday season. This is so consumers can buy their gifts early enough in time to have them shipped and ready for Christmas."
That comment indicates campaigns need to be launched urgently if you're going to stay ahead of the competition.
Creating a mailing list
Garcia provides tips on how to optimize a mailing list
|"Remove unknown users. This is a great way to proactively preserve your sender reputation, because you can, with the help of a list validation service, pinpoint unknown user email addresses and remove them from your list. It is painful to remove email addresses from your list, but if they are not good email addresses, there is no point in having them. Avoid scheduling any type of full-blown ESP migration or a warm-up of a brand new IP. During the holidays, the volume is already really high because of the number of emails that retailers and brands are sending. Mailbox providers are already having a hard time handling the influx of emails."|
The subject of the email needs to be something eye-catching, to encourage the customer to open it up. Incorporating personalization into email content can also prove to be very effective. Another great tip is to use triggered messages such as sale announcements. These have an impressive track record, and often result in a significant conversion increase.