Optimizing Holiday Email Marketing

Optimizing Holiday Email Marketing



Optimizing Holiday Email Marketing
The holiday email marketing season takes the​ overdrive with the​ onset of​ Halloween .​
Certainly,​ this isn’t the​ time to​ design the​ marketing program from the​ scratch .​
But a​ small fixes can do the​ trick to​ raise the​ deliverability by a​ few percent without the​ need to​ shift to​ another completely new program .​
These fixes won’t take major investment in​ money or​ time .​
As they say the​ first impression is​ the​ best impression,​ a​ very important aspect is​ to​ include the​ brand or​ company name as​ the​ sender and not individual name or​ email .​
The from line acts as​ the​ basis for the​ readers based on​ which they recognize and trust the​ sender .​
So it​ is​ best to​ use the​ brand name which is​ widely used by the​ readers for recognition .​
Following it​ is​ the​ subject line .​
It also plays a​ major role in​ the​ opening of​ the​ email .​
The subject line should not only be irresistible but trustworthy .​
Many subject line tools are available on​ the​ internet which can be of​ great use .​
The trick followed by most is​ to​ phrase the​ first twenty eight characters with the​ most important information .​
Usually the​ first twenty eight characters are of​ high importance to​ get the​ message across to​ the​ client .​
Putting the​ brand name in​ the​ from line helps to​ free up space for the​ critical information,​ which is​ the​ heart of​ the​ message,​ in​ the​ subject line .​
If the​ email is​ send to​ a​ mobile,​ the​ brand name should be first thing the​ reader should see .​
If there is​ space,​ special offers will be worth mentioning .​

The email should have a​ link to​ the​ complete information which is​ posted on​ the​ website .​
The link should redirect the​ reader to​ the​ complete article just by one click .​
Subscribe and unsubscribe links should be working always and the​ directions should be displayed promptly .​
If this isn’t done,​ it​ is​ going against the​ US email marketers law .​
The email should also include information about the​ company’s name,​ address and other contact information such as​ telephone,​ link to​ web contact page,​ and email .​
It is​ good to​ have links to​ other offers and services provided by the​ company .​
Effects of​ the​ previous offers and customer testimonials can also be included to​ draw attention .​
The email shouldn’t resemble to​ a​ print ad which has bright colors within which the​ information is​ contained .​
Although,​ most of​ the​ HTML designers love to​ design this type of​ emails,​ but another fact is​ that most of​ the​ readers would have their block images option activated which will stop the​ image from downloading and the​ recipient will not be able to​ see any part of​ the​ message .​
The email should be broken down into manageable chunks .​
One large image should be replaced with many smaller images and important information should be placed in​ a​ text boxes which will be displayed in​ spite of​ the​ images being displayed or​ not .​
Alt tags can also be used to​ describe the​ images or​ the​ offers contained within it .​
This information will be displayed if​ the​ images do not show up .​
Coding and spelling mistakes are a​ big no-no .​
If there is,​ this is​ a​ sure sign of​ a​ spammer .​
Miss spelt brand or​ company name can never be forgiven .​
It is​ a​ good habit to​ get the​ entire email proof-read by a​ professional before sending it​ to​ the​ readers .​
The links should be check individually to​ see whether they are working or​ not .​
Although it​ is​ a​ tedious task,​ it​ will save the​ readers from getting irritated and from losing sales .​
Past performances shouldn’t be trusted upon and regular checks must be made constantly .​
The most important thing is​ to​ keep an​ eye on​ the​ competing company and the​ offers being offered by them .​
Try to​ design a​ better offer and test it​ on​ sample readers before committing to​ the​ offer .​
Like every one will be offering free shipping during the​ holiday season,​ so try to​ think of​ something which will differentiate you​ from the​ rest .​
The last point to​ be considered is​ that because of​ the​ overwhelming flow of​ emails during the​ festive season,​ the​ subscribers can get irritated and complaints may arise .​
This can be tackled by throttling the​ frequency of​ emails .​
Delivery logs should be read constantly to​ handle the​ problem at​ the​ proper time .​




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