If one trait has defined email marketing success in 2020, it has to be flexibility. Businesses of all sizes have not only discovered that email is a high value component to their advertising efforts, but also that it shines most in times of crisis. But as we head into the holiday season in earnest, brands will have to double down on their agility to make sure they get the most out of their campaigns. Site Impact’s experts know that it’s been a challenging year, but by handling the last few months the right way, you can make a big difference in your bottom line.
This holiday shopping season, discounts are plentiful; businesses are looking to make as much as possible, and that means catering to shoppers that have tighter budgets. To really set yourself apart from other brands reaching out to prospects, it is vital to offer more than just a discount. The easiest way to offer higher value to your prospects is to dig into the data, and use that to inform your email marketing efforts. Personalized campaigns based on the big concerns of the season will drive more engagement, a higher click-through rate, and ultimately greater conversions than blanket campaigns about sales or discounts. Use geographic information, create buying guides based on demographic information, and otherwise use the data you have at your disposal to craft messages that feel personal and relevant.
This year has been one of quick shifts and rapid-fire changes--and this holiday season is setting up to be no different. There’s no way to know ahead of time if or when restrictions on gatherings may occur, or whether there will be lockdowns. With that in mind, it’s important to plan for the unexpected when it comes to your email marketing efforts; know that there are likely to be some campaigns that will have to be sidelined, and that you may have to come up with some new incentives or opportunities on the fly. While you won’t be able to predict the specific nature of new orders of the day, by building some room into your strategy for last-minute substitutions and new campaigns, you’ll find that you’re prepared for anything that might come up.
It has been a tiring year, full of the need to make last-minute changes. This holiday season will only see that particular trend intensify, with a number of uncertainties and unknown variables ahead through the end of the year. For businesses of all sizes, flexibility will be the most important aspect to bring to the marketing game--and especially for email marketing. Contact Site Impact to hear how we can help you stay agile this holiday season.