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BizReport : Email Marketing : August 12, 2009

Email marketing: 5 holiday campaign tasks you should be doing now

Long summer evenings and BBQs may not exactly put you in mind of sleigh bells and snow, but as any email marketer knows, now is the time to be planning your holiday email campaign.

by Helen Leggatt

There are fewer than 19 weeks left until Christmas. If you haven't already begun to at least brainstorm your holiday email marketing campaigns, then may I suggest putting a date in the diary for next week?

If there are 19 weeks until Christmas, that means there are even less until the buying frenzy of Black Friday.

And, assuming you want to ensure your customers know, in advance, of your Black Friday bargains then you'll need to start those email marketing campaigns a few weeks before that.

Suddenly the holidays don't seem so far away.

So, what can you do now to help make your holiday email campaigns run as smoothly as possible?

1. Reflect on results from last year's campaigns and learn from those experiences.

2. Outline a schedule. Once you can see how much needs to be done in a relatively short time it's easier to set deadlines and create focus.

3. Check your email sending reputation is satisfactory. Work with your email service provider and test deliverability in advance.

4. The testing of email content, creative and frequency should be carried out early on to avoid unnecessary strain during busy periods and last-minute amends.

5. Segment existing mailing lists using past purchases and other consumer behavior so as to be able to target unique audiences with relevant, specific messages and offers.

Last, but not least, make sure your website is ready to receive all the traffic from your well planned email campaigns.

Tags: Black Friday, Christmas, deliverability, email campaign, email marketing, holidays, mailing list, plan, schedule, segment, test

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