Preparing for holiday volume

The holidays have arrived!  As all brands aim to connect with their current and prospective customers during the year’s busiest season, marketers must prepare to send higher message holiday volumes and utilize more data to stay ahead of the pack and become top-of-mind with customers.

Here are a few specific, tactical tips  to ensure a stronger share of voice with consumers during the 2016 holiday season:

  1. Prepare to send higher volumes: When launching custom domains for holiday specific sites, ensure messages are delivered by utilizing seed list technology to pre-build IP and domain reputation scores ahead of your holiday campaign. Doing so prevents unnecessary disruption and potential delivery issues for fully scaled campaigns launching on a new digital footprint.
  2. Use enhanced filters for efficient data management: Especially during the season where consumers are “delete-happy” with promotional emails, marketers should leverage their The Marketing Suite’s updated filter enhancements to provide a significant performance boost in audience segmentation. Enhanced filters can speed up complex segmentation counts and render content more quickly, enabling marketers to have engaging interactions with consumers throughout the purchase funnel and keep up with their customers during the fast paced holiday season.
  3. Build smart segments: Segmentation is the name of the game and the key to holiday email marketing success. The Marketing Suite’s robust audience builder allows marketers to build holiday specific groupings of consumers and drive relevant messaging to distinct customer types. Leverage the Marketing Suite’s ability to create ‘cells and splits’ to A/B test content and subject lines to drive higher open and conversion rates. Don’t forget to recall subject lines of holidays past to garner insights about how customers responded to offers last season and put those to work in this year’s holiday volume campaigns.
  4. Leverage historical data for targeted messaging: Customers who purchased during last year’s holiday season are a great segment to target, especially if they haven’t purchased since. Reach these gift givers and get a share of their wallet by tailoring content by price relative to what they spent last season, or by category, based on what they purchased last year.

By following these tips (and leveraging industry leading tools from the Experian Marketing Suite!), your holiday campaigns will be poised for success!

Originally posted on October 17, 2016 by Experian Marketing Services, Marketing Forward Blog

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