The holiday season is approaching quickly. Last week Ryan Phelan, VP of Global Agency Shared Services at Acxiom and our very own Matthew Potter, VP of the UK and EMEA delivered our first Holiday Hit List webinar about email personalization for the holidays. Have you started your holiday planning? What is your holiday approach? Here are a few things to think about before you start planning:
- What have you done so far and have you moved the needle this year?
- How are you talking to your customers as individuals?
- Are you just thinking about the tactical execution of your program vs. thinking strategically?
It’s easy to get addicted to a promotional offer strategy or to just send another email when you see that sales are not where you want them to be. Kick that habit now! Make your email marketing relevant. Here are three email personalization tips to help you send relevant, personalized email and crush it this holiday season:
DATA: Matt defined three types of data you can use to personalize your emails. Combine your learnings to create a message that is personalized to your customer’s environment.
RECOGNITION: Ryan Phelan said “the goal of email marketing is to recognize your customer for who they are.” Using data, figure out who your customers are and what they want to see. Using segmentation deliver an email with the message and creative that will appeal to them. If you haven’t segmented your list, you need to start but start simple. Check out how Ryan show’s you how to go from a simple to complex segmentation.
TEST, TEST, AND TEST SOME MORE: Don’t let the business of holiday prevent you from testing. Test to see what works and then what works better. Here are a few ideas about what to test: subject line, lifestyle images, headline, copy length, CTA. Check out this surprising example of what email won out of 84 tests in the Obama email campaign.