Joy Ugi
The holiday season is almost here! Big shopping days are just around the corner so it is time to start increasing your email marketing efforts. What is the most effective way to prepare for your holiday email marketing? Start by enhancing your database and effectively targeting your consumers.
Get Clean
Marketers across all industries are preparing for Black Friday and Cyber Monday and consumers are being bombarded with promotional emails. Don’t waste time and money mailing to records that do not convert. Give yourself the gift of email hygiene and targeting this year and remove the unresponsive, negative records in your file. If julie@gmail.com has never clicked on a mailing you’ve sent, why would she now?
Don’t waste precious IP space on duds and high risk records. Clean your data and concentrate on mailing to your most responsive segment. Targeting “super users” within your file will increase your eCPM, conversion rate, and maximize your holiday budget!
Know Your Consumers
The more you know about your consumer base, the easier it will be to tailor messages to stand out against your competition. The majority of the promotions consumers will be receiving this holiday season will be generic. Catch their attention by choosing offers that are more relevant to them.
Does your target have children?
What is their income bracket?
What are their interests?
The more information you have at the individual level, the more likely your mailing will be a success. Too many marketers are completely focused on stereotyping their lists by ignoring key demographic and psychographic information. They are focused on solely segmenting their lists in generic terms such as active/inactive, and the vertical of the offer they originally opted in to which limits their view of the customer.
Demographic and psychographic information changes how your consumer responds to offers. By appending your database, you can add important information that displays what influences their behavior. Be relevant and your mailings won’t get lost in the mix of typical holiday promotions.
It is never too early to start preparing your database to give your company an edge this season. Invest in your marketing efforts and you will see the return throughout the holidays!
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