Focus on content, design and deliverability to enhance holiday season emails

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 19, 2022, 9:00 AM GMT+0

Replace standard content and lacklustre design with emails that capture reader attention and offer valuable content.

With the holiday season around the corner, marketers must ensure their emails are not lost among the barrage of other brand emails flooding consumers’ inboxes. Instead of batch and blast emails, brands must use the audience’s preference and purchase history to inform relevant and exciting email content.

Along with content, focus on the design elements of the email to use festive colours and include gamification to boost subscriber engagement. Marketers can even send out emails with holiday wishes, free of any sales pitches, to reinforce brand positioning and connect better with readers.

Emails can also feature brand stories and highlight the ‘X’ factor encouraging readers to choose that particular brand over others. Finally, marketers must track bounce and unsubscribe rates, maintain their email lists and set up new subdomains exclusively for the holiday season to enjoy optimum ROI from their email campaigns.

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