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BizReport : Email Marketing : December 29, 2015

Top 3 tips to move email strategy forward

With the bulk of the holiday season behind us, most marketers are thinking about strategies for the new year. Here are three tips to effectively target your audience through email promotions.

by Kristina Knight

1. Think mobile.

"In terms of eCommerce, mobile is king these days, and this proved especially true on Black Friday and Cyber Monday. New data from Yesmail found that 55 percent of Black Friday emails were clicked on a mobile device in 2015, up 18 percent from 2014. Additionally, the number of email-driven Cyber Monday purchases more than doubled while the number of email-driven Black Friday purchases grew more than one and a half times. As mobile commerce is up nearly 10 percent year-over-year, these holiday findings aren't surprising, but they're important to keep in mind for 2016 planning," said Ivy Shtereva, Director of Marketing at Yesmail.

2. Personalize, personalize, personalize.

"Email personalization is crucial year-round, but especially during the holidays. Retailers must ensure their emails are relevant and personalized for each and every subscriber in order to keep them opening, clicking, and buying. If a customer purchases a pair of snow boots in-store, he or she does not want to receive an email promoting the same pair of snow boots. Being able to recognize consumers across channels is important considering that they increasingly plan for multichannel shopping this season," said Shtereva.

3. Go social.

"Email marketers don't have to compete with social media. Instead, they should integrate social into their current campaigns to create a more well-rounded marketing strategy. Incorporating live social feeds into promotional emails or encouraging consumers to share promotions or deals via social share buttons will keep customer both active and engaged throughout their holiday shopping experience," said Shtereva.

Image via Shutterstock

Tags: email marketing, email marketing strategy, email marketing trends, email tips, YesMail

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