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BizReport : Email Marketing : September 16, 2016

Top 3 email tips for the 2016 holidays

With the 2016 holiday shopping season set to start in just a few weeks, ReturnPath is offering up a few tips to help marketers better prep for their holiday campaigns.

by Kristina Knight

First, know your reputation

"No matter how great the offer may be, customers can't buy if they never receive your message - and poor sender reputation practically guarantees your email will land in the spam folder. Mailbox providers rely on sender reputation to make filtering decisions, ensuring that only the messages their users really want are delivered to the inbox. Retailers need to monitor their sender reputation and the various factors that influence it," write the ReturnPath experts.

Second, focus on quality, not quantity

"Retailers are particularly susceptible to list hygiene issues, largely due to point of sale email acquisition tactics that result in typos and bad email addresses. Unfortunately, mailing to these bad addresses can damage a retailer's sending reputation or even land them on a blacklist. Retailers should take steps to maintain a clean sending list, using best practices provided in this guide," advises ReturnPath.

Third, give shoppers a reason to click

"The average consumer receives seven marketing emails per day, and 14 percent receive more than 20 marketing emails per day. Retailers need to give customers a reason to engage if they're going to win the battle for attention and wallet share. This means keeping customers engaged with strong onboarding, rigorous testing, and targeted messaging based on individual behaviors and preferences," writes ReturnPath.

Find all of ReturnPath's tips from their Email Marketing for Retailers report here.

Tags: email marketing, email marketing strategy, email marketing tips, ReturnPath

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