The Path to Holiday Email Optimization, Part I: Checking Your Foundation

Posted by Tom Sather 

For just about every consumer marketer, the winter holiday season generates the majority of revenue for the year. It’s the season in which most businesses invest the bulk of their time and money in their marketing programs, and rightfully so. As the opportunity approaches email marketers typically concentrate on gaining consumer mindshare and showcasing value, laying the foundation for holiday purchases. The leaders do even more.

Before focusing time and money tactical program elements, like crafting the perfect subject line, the leading marketers begin by reassessing their programs’ structural integrity. That phrase may sound weird in the context of email, a purely virtual marketing channel, but the literal concept of structure does indeed translate.  If your program is not solid at its base—and easy to visualize and adjust—you can’t build on it. It’s basically a stack of cards waiting to fall apart.

Having a structurally sound email program also grants you breathing room to experiment and explore new ways to market to your customers. You can use the precious weeks ahead of Black Friday to get creative and test new ways to engage subscribers when it matters most.

The rest of this article can be viewed on Direct Marketing IQ.


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About Tom Sather

Email data and deliverability expert Tom Sather has worked with top-tier brands to diagnose and solve inbox placement and sender reputation issues as a strategic consultant with Return Path. As the company’s senior director of research, Tom is a frequent speaker and writer on email marketing trends and technology. His most recent analysis of new inbox applications’ effects on consumer behavior was widely cited across leading business media outlets including the Financial Times, Ad Age, and Media Post.

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