Monday, December 20, 2010

Holiday Strategy

With the fast approaching holiday season right around the corner, it’s time once again to start thinking about how, as an email marketer, you can increase your ROI. Consumers are predicted to cut spending this year, which is going to mean-as retailers-you need to tighten your pocket books too. Luckily, though, email continues to generate the greatest ROI over other marketing channels. Think about it – there are no postage stamps or envelopes attached to emails and the turnaround for conversions is much faster.

Businesses will benefit more greatly this holiday season by focusing on sending out well-targeted email campaigns and promotions rather than the usual holiday circulars that fill our mailboxes beginning right around Thanksgiving.

In 2010, it’s important to include links to all of your social media sites in each of your mailings. This will allow you to essentially market to a huge pool of new and un-targeted consumers for absolutely no cost. This, in turn, will likely boost your ROI because previously uninformed potential customers are now fully aware of your store’s amazing holiday promotions and gift ideas.

Remember that December is the largest shopping month, so start testing ASAP if you haven’t already. Compare your 2009 campaigns sent in November and December to see where you can improve for this year’s strategies. At KobeMail, we offer a great reporting tool called Campaign Comparison as part of our application. This allows you to take a few campaigns and see the reporting for each side by side and compare directly where each campaign performed best. With the KobeMail Campaign Comparison option, you can put together a well optimized and finely tuned campaign for your 2010 holiday mailing strategy.

Author: Peter Schirripa

Editor: Courtney Dillsworth

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