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BizReport : Email Marketing : November 21, 2014

Top 3 email tips for the 2014 holidays

No two brands are alike and no two recipients are the same. We're in the age of hyper-personalization--emails should be as unique as the people that read them. Don't assume that what worked in the past will work in the future, experiment with segments and the best times to reach them and then turn that into better cycles and iterations of your campaigns.

by Kristina Knight

One expert shares his top 3 tips to get the most from holiday email campaigns.
First, understand the context of your emails.

"If you have geo-location for your recipients (through conversions/online registration/point of sale) use it! Context improves the likelihood that your emails will strike a cord with recipients when they arrive," said Len Shneyder, Director of Industry Relations, Message Systems. "Messages about kicking your feet up and the family hearth are great if they arrive after dinner. If you're sending email in the morning, then something relevant to morning activities and rituals contextualizes the offers and improves the message's resonance."

Second, assume your emails will be read on a mobile phone--That's right... mobile design is about utility and simplicity. Even though the iPhone comes in a whopping 'phablet' size the overall screen is a lot smaller than a tablet or a laptop. Emails should have clear calls to action, and fewer said calls, easy-to-press buttons and a responsive design for maximum renderability across devices and platforms.

Three, test it, test it some more, and oh, test it even more.

"Testing is your best friend. In the hap hazard, slap dash and error prone, high-stress holiday season, testing is the only way you'll avoid mistakes like bad subject lines, the wrong offer, improper graphics and hitting poor segments. These things can destroy your sending reputation. Avoiding mistakes is as important to success as all of the other marketing advice out there. How do you avoid mistakes? You test things before putting them into production to ensure that all that great advice you've been reading (including this column) is for naught, and that your emails stand out," said Shneyder.

Image via Shutterstock

Tags: email content tips, email marketing, holiday email campaign tips, Message Systems

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