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One of the most important events of the year for brands of all sizes and types, Black Friday has finally arrived. This is a particularly important milestone of the year for email marketing, as the official start of the holiday shopping season has arrived. Site Impact knows that it’s a stressful as well as promising day for many--so we’re going to take the time to talk about how to get through this.
Campaigns go out hot and fast on a day like today, so one of the most important things you can do to make sure things run as smoothly as possible is to keep your head, even when things don’t execute exactly the way you planned for. It’s easier to make corrections and tweaks to what needs to happen if you don’t let your metaphorical feathers get ruffled by any and every little thing that doesn’t go to the way it should. Remind yourself that this is just the first day of the official buying season, and that there is still the weekend, Monday, and then all the rest of the month to keep things going.
Obsessing over your metrics is a good way to work yourself up into an untenable position and talk yourself into making choices that will harm you more than help you. The temptation to check every five, ten, or fifteen minutes after your campaign deploys is understandable. But restrict yourself to only checking periodically throughout the day--at most once an hour--to keep an eye on your progress, and to decide what tweaks or alterations to make. It not only isn’t likely to be possible for you to ignore the reporting until the end of the day--the tension won’t let you--but it’s unwise, when the day is so important.
Instead of letting Black Friday consume you with stress until you just can’t do it anymore, turn your attention to the question of how you’re going to extend this big opportunity, and ride the momentum your campaign is generating. Put some effort into follow-up campaigns, using the information you’re getting from this one to better target, to improve your messaging, and adjust your creative. Black Friday is a big deal, but it isn’t the only thing going on this season--don’t treat it like it is.
Today marks the official start of the holiday shopping season, even if some have already gotten an early beginning on their friends’ and family members’ gifts. Take a step back, take a deep breath, and keep your head on straight to make sure the anxiety and anticipation of the day don’t eat you alive. Review your reporting throughout the day, but don’t obsess over it--instead, turn some of your focus onto the next campaigns and how to ride the high you’ve set today. Contact Site Impact to hear how we can help you optimize your holiday season email marketing efforts.
