{"id":22731,"date":"2020-10-16T12:07:59","date_gmt":"2020-10-16T06:37:59","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=22731"},"modified":"2021-11-11T22:19:24","modified_gmt":"2021-11-11T16:49:24","slug":"holiday-email-campaign-management-guide","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/holiday-email-campaign-management-guide\/","title":{"rendered":"The Definitive Guide To Holiday Email Campaign Management"},"content":{"rendered":"\n

The Holiday season begins from Halloween in October and lasts all the way to the New Year and a few weeks beyond. This is a very important period for marketers across industries whether B2C or B2B. US and Canadian consumers typically spend between 1000-1100 USD<\/strong><\/a> during this season. Over half of this spend is on gifts, one fourth on decorative items and the remaining on food and other goodies.<\/em> The key trends of consumer buying behavior during holidays are:<\/p>\n\n\n\n

  1. E-commerce and online purchases from aggregators and company websites will continue to dominate, while there will be reluctance and slowness in physically visiting stores. 2020 is expected to see a never-before cluttering and blitz of consumer omni-channel marketing<\/li>
  2. Loyalty rules: For many categories of products, almost 2\/3rd<\/sup> of their consumers will continue buying from them out of loyalty. This translates into huge up-sell and cross sell opportunities. Also, the importance of referrals and word of mouth cannot be stressed enough.<\/li>
  3. Consumers will continue to download, browse choices, make purchasing decisions, and conclude their transactions through Apps<\/li><\/ol>\n\n\n\n

    Considering the above trends, there will be an unprecedented digital clutter and a boom of malware, phishing, and other cyber-attacks through email. Over 90% of attacks originate through email<\/strong><\/a>; while most are targeted at the marketers themselves, customers are wary of and reluctant to open emails which can expose their personal or credit card\/ bank account information<\/p>\n\n\n\n

    It is hence obvious that Holiday Email Campaign Management<\/a> is of paramount importance during this crucial period and smart campaigns would make the marketers: <\/p>\n\n\n\n

    1. Stand out from the digital clutter and entice customers to open, absorb and click on the CTA; responsive campaigns will leverage the customer\u2019s mobile and app preferences as well<\/li>
    2. Plan and do the pilot testing early, fine tune the campaigns, and move ahead full blast<\/li>
    3. Continuously monitor, and modify to make these resounding successes<\/li><\/ol>\n\n\n\n
      \"\"<\/a><\/figure><\/div>\n\n\n\n

      KEY CONSIDERATIONS FOR A SUCCESSFUL HOLIDAY EMAIL MARKETING CAMPAIGNS<\/h2>\n\n\n\n
      \"\"\/<\/figure><\/div>\n\n\n\n

      All these strategic and tactical parameters play a vital role in email campaign management<\/a> and are important at different stages of campaign management, which we will explore in the following sections.<\/p>\n\n\n\n

      PRE-PLANNING PHASE<\/h2>\n\n\n\n

      It\u2019s all in the planning. Successful campaigns<\/a> are 80 % planning and 20% execution and fine-tuning. Let\u2019s begin with pre-planning which includes:<\/p>\n\n\n\n

      1. Setting campaign objectives<\/h3>\n\n\n\n

      These must be clearly spelled out and metrics identified. <\/em>All marketers would typically define the following objectives for different customer segments during the holidays:<\/p>\n\n\n\n