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BizReport : Email Marketing : October 21, 2011

Top 3 email tips you should incorporate now

Halloween is nearly hear which means holiday campaigns are ramping up for release. Before sending out that first holiday-themed mess, though, follow these three tips for better email ROI.

by Kristina Knight

First, cull that list. You should be doing this at least quarterly but, we know, sometimes this kind of busy work falls through the cracks. So, before starting holiday email campaigns, cull the lists to get rid of non-responding or bouncing addresses.

Second, give your subscriber base options. Yes, at sign up you're sending out information about the frequency of email messaging. But over the holidays many emailers send out a few 'extra' messages. If the offers are relevant most shoppers will appreciate them, but if you give your subscribers options for their limit to messaging you give the recipient more control.

"Typically the frequency and volume of holiday-related emails increase during this season. Kick off your holiday campaign by sending a note about your holiday volume increase and the benefits these special emails will provide your subscribers. Give them options to opt-in to your holiday email campaigns, reduce frequency of special emails or maintain their regular email schedule. Don't force them to receive emails they don't want or they are likely to start hitting that spam button," writes ReturnPath.

Finally, use targeting. Make sure that each message offers your subscriber list what they signed on for - if they're looking for high fashion, give them fashion not electronics.

Tags: email marketing, email tips, email trends, holiday 2011 email, holiday email campaigns, ReturnPath

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