Finish Strong: How to Hit Your End-of-Year Goals

We know marketers only care about one thing right now: hitting those end-of-year goals. It’s crunch time, and every email, click, and conversion counts. Whether you’re driving sales, building loyalty, or wrapping up ambitious campaigns, this is the moment to make smart moves that deliver big results.

From tracking the right metrics to optimizing in real-time, the strategies you implement today can be the difference between simply meeting objectives and hitting them out of the park. Let’s dive into the KPIs to watch, practical tips to elevate your campaigns, and real-world success stories to inspire your next win.

Metrics That Matter Most

To stay on track and achieve your goals in the final months of Q4, focus on these key metrics:

• Revenue Per Email (RPE): Understand the value each campaign is driving so you can prioritize top performers.
• Click-Through Rate (CTR): A high CTR indicates compelling content; a low one may mean it’s time to tweak messaging or design.
• Conversion Rate (CVR): Ultimately, this tells you whether your campaigns are driving the desired action.
• Engagement Time: Measuring how long users interact with your emails helps identify which content truly resonates.

Tracking these in real-time allows you to pivot instantly—adjusting subject lines, swapping out creative, or even personalizing offers to drive better results.

Campaign Inspiration: Four Brands Crushing Their Goals

When it comes to optimizing on the fly, these brands are leading the pack with creativity and data-driven savviness.

Best Western: Gamifying Loyalty Programs

For their Fall Points Promo, Best Western introduced a scratch-off feature to reveal bonus points, adding an interactive twist to their loyalty campaign. 

By A/B testing different reward values under the scratch-off, Best Western determined which version delivered the highest lift in sales. After an initial launch and a reminder email, the campaign earned its spot as one of their top three revenue drivers.

Result: 60% lift in revenue

Marketer Tip: Gamify your offers to create excitement and engagement while testing multiple versions to uncover what resonates most.

Faherty: Perfecting the Gentle Nudge

Abandoned carts don’t have to mean abandoned revenue. Faherty’s solution? A banner at the top of their emails reminding customers about forgotten items. But before sending it to everyone, Faherty tested the banner on a select control group.

Results: 41% increase in average order value, 10% higher CTR, and 97% boost in conversions.

Marketer Tip: Testing small changes, such as strategic reminders, can deliver outsized results—so don’t skip that control group!

Superdrug: Creating Urgency on Mobile

Countdown timers are a tried-and-true method for driving urgency, and Superdrug proved they can work across channels by bringing them to mobile. For their fragrance promotions, they paired real-time countdown timers with personalized banners, including a first-name call-out and a customer-relevant discount. This resulted in a seamless mobile experience that drove engagement and inspired quick action.

‍Result: 63.8% lift in click-through rate

‍Marketer Tip: Extend your urgency tactics across channels—real-time personalization works just as well in mobile as it does in email.

Fossil Group: Images vs. Text Showdown

Fossil Group used Movable Ink’s optimizer tool to test whether their category navigation bar performed better with images or text. After a week-long test, the results were clear: images were the winner.‍

‍With this data in mind, Fossil scaled their visual navigation, making it a permanent feature in their email designs.

Result: 8.5% increase in click-through rate

Marketer Tip: Small design tweaks can make a big difference. Let your audience decide what works best by testing before committing.

The optimizer tool allowed our team to easily create, execute, and monitor results. The value of this platform isn't just in driving incremental clicks and revenue, but time and effort saved. After determining the winner, and the potential incremental value based on the increased CVR, this visual navigation was scaled up and now a standard asset for our marketing emails.

Stephanie Turner

Global Growth Marketing Director

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How The Right Tech Stack Makes This Possible

Movable Ink’s Optimizer, Real-Time Content, and Dynamic Creative tools allow marketers to:

• Adapt campaigns in real-time based on performance.
• Deliver hyper-relevant customer experiences that drive results.
• Test and refine creative elements quickly to maximize impact.

With these functionalities, you can make data-backed decisions that keep your marketing efforts flexible and focused on success—even in the final weeks of the year.

The Finish Line Is in Sight

The end of the year doesn’t have to feel like a mad dash. By focusing on the right metrics, testing and optimizing your campaigns, and leveraging your tech stack, you will be sure to exceed your 2024 marketing goals.

It’s time to turn those Q4 dreams into data-driven realities—one optimized campaign at a time. Take a peek at the related resources below for more inspiration.