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BizReport : Email Marketing : October 23, 2014

Campaigner suggests marketers reset campaigns not just clocks

In just over a week many of us in the US will be re-setting our clocks to end Daylight Savings time for another season. In addition to resetting the clocks and changing out the batteries in smoke detectors, as we've been instructed by fire departments, Campaigner is adding something new to the list that is specific to online marketers: reset your campaigns.

by Kristina Knight

"For Internet retailers who want to take full advantage of the holiday shopping season, the time is now to review past email marketing efforts to determine what worked and what didn't, and hit the reset button if needed. If not, these senders could be leaving thousands, if not millions, of dollars on the table," said EJ McGowan, general manager of Campaigner.

Why now? Some experts suggest retailers make as much as 40% of their annual revenue in November and December during the busy holiday rush. Here are Campaigner's Top 3 Tips:

First, for email different templates should mean different campaigns. Newsletters and promotions should be created differently so that the unique needs of each device are easily seen, tweaked and utilized.

Second, personalize the timing, especially of email campaigns.

"The most successful marketers personalize timing based on data that identifies previous email behavior, including when customers typically open emails and when they last opened an email from your brand," advises Campaigner. "Every customer is unique--so don't send your emails based off time zone alone. Thanks to segmentation and A/B split testing, you can split your list into small portions to test new campaigns and tools. Segment your list and tailor your campaigns by buyer behavior, location and other factors to achieve higher open and click through rates. Perhaps your early-risers need a different message than your night owls, so tailor your content accordingly."

Finally, don't just advertise for Halloween or Thanksgiving. Everyone advertises for these big-ticket holidays, and retailers should certainly not leave them off the list. Instead, Campaigner's experts suggest adding smaller events into the mix - like the World Series.

Image via Shutterstock

Tags: Campaigner, daylight saving time, email content, email marketing, email marketing tips, reset clocks

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