The new year has begun. Now is the time to measure the success of your holiday campaigns. How did your campaigns perform? This is an opportunity to look at their effectiveness in terms of building awareness, generating revenue, increasing retention and aiding customer acquisition? How do your metrics compare to industry benchmarks as well as internal benchmarks? How much revenue did they generate and were they profitable? In addition, what worked and what didn’t? Now is the time to evaluate any tests that were done - date/time, subject line, creative, etc. Finally, compare the results of this past holiday campaign to the one before and analyze the differences. The insights from the holidays can inform your strategy for 2012.

Even though it still feels like summer outside, now is the time to start planning for the holidays.

The first step is to evaluate all of the tests that have been done throughout the year in order to put your best foot forward.  In addition, it involves reviewing the results from the prior holiday season.  That means determining the most effective:

• communication method (e.g., email, direct mail, multi-channel) by customer segment
• timing (both day of the week and time of day)
• creative (hero images, placement of links, etc.)
• subject lines (when and where to mention free shipping offers, brand or product offers, etc.)
• offers (discount percentages, dollars off, buy one get one free)

Next step is to evaluate any implementation issues from the prior holiday season.  Before coming up with your holiday strategy it is important to determine any limitations or challenges with respect to execution.  Your strategy cannot be developed in a vacuum.  Thus, I recommend that you review what has worked and what did not work with the entire team.

Once all of this information has been gathered, you can develop a holiday strategy.  It should incorporate the lessons from past tests and holiday campaigns as well as encompass:

1.  Start Date. The average holiday campaign begins in October.  Some retailers hold pre-holiday clearance sales and send informational emails to start their holiday campaigns.

2.  Black Friday. For Marketers, the holiday campaigns have been starting earlier and earlier on the calendar.  The same is true for Black Friday.  It is now beginning on Thanksgiving Day for some retailers.  When will yours start?

3.  Cyber Monday. While many digital sales are made on the Monday after Thanksgiving, digital sales are occurring earlier as consumer shop from home.  Will you wait for Cyber Monday or start earlier?

4.  Sequence. If you are using email, you can easily send at least an email a day.  It is important to determine the contact frequency and cadence.  Will all or a segment of your customers receive an email a day, every other day, every third day, etc.?  Will emails be sent only on weekdays or only weekends or a mix?  Will there be a resting period or a maximum number of emails that can be received?

5.  Free Shipping.  Many consumers expect to get free shipping online, especially during the holidays, and will not pay for shipping.

6.  Social Sharing.  Consider how to tie in Facebook, Twitter and other social sites with your campaign.

7.  After Christmas. Lastly, there is also the opportunity for follow on sales after Christmas.  It is the time to promote use of gift cards and purchases of parts or refills.

One of my clients was asking for my advice about trigger e-mails.  If you haven’t worked with trigger e-mails then you may not be familiar with the ability to set up e-mails that are automatically “triggered” by an event.  There are many behaviors that can trigger an e-mail and below is a selection of the types of trigger campaigns you can develop:

1.  Welcome Campaigns

If a customer makes a purchase or registers on your web site, this is a wonderful opportunity to thank them as well as up-sell existing customers and convert prospects into customers.

2.  Birthday Programs

Why not surprise and delight your customers with a special birthday promotion.  You can send a promotion or special offer in the month of their birthday.  For one of my clients, this program consistently generates among the highest response rates.

3.  Specific Product Promotions

You can leverage past purchase behavior to let customers know about products that might be of particular interest to them.  Amazon is a great example of this.  Based on books I have previously purchased, I receive e-mails about books on topics of interest to me as well as e-mails about new books from authors from who I have bought in the past.

4.  Reactivation Campaigns

If it has been a while since a customer has bought from you, a reactivation e-mail may be in order.  The purpose of a reactivation campaign is to remind customers about your products and services and encourage them to become an active customer again.   This is your chance to win back a lost or inactive customer.

Trigger campaigns are one key element of your communication strategy.  They provide relevant content based on customer behavior and enable you to speak to the particular needs and interests of your customers.

While Mark Twain was talking about his own death, there is another reported death that I am thinking about.  Back in January 2009 I included a quote about banner ads being the next direct mail.  I mean no offense to direct mail but the implication was that the value of a banner ad was diminishing.  The belief was that banner ads were being replaced by social media, which is a disruptive technology much in the same way that e-mail marketing has replaced direct mail in many industries and situations.  Direct mail still is a valuable channel but it is being used more selectively than it once was.

Well reports of the death of the banner ad might be premature.  A recent study by eMarketer predicts that banner ad spending in 2010 will be up 8.2%.

Let’s face it. It takes time and patience to develop a good e-mail subscriber list. First, you have to make it easy for individuals to add and update their e-mail addresses. Second, every time you e-mail them, you run the risk that they might unsubscribe. Third, maintaining the e-mail list requires that you clean the file (e.g., remove hard bounces), e-mail frequently to keep subscribers engaged and send targeted, timely and relevant e-mails.

 It is not surprising then that I am routinely asked about purchasing e-mail addresses. My standard answer is to be prepared to pay a lot and to get few responses relative to your investment. A recent Limeduck post illustrates what can happen when you purchase e-mail addresses.

Direct mail marketers face several challenges. First and foremost, they get no respect. Almost everyone refers to direct mail as junk mail and many think it is bad for the environment. Second, their business has been negatively affected by the current economic conditions. The credit card companies who were responsible for mountains of solicitations have fallen on hard times and reduced their mail volume. Third, e-mail is replacing some direct mail as it is cheaper and offers the same measurability as direct mail. And now there is news of Postal Service carriers who did not deliver the mail entrusted to them.

According to a recent Associated Press article, one Postal Service carrier stored third class mail in his garage for six years. He was placed on probation and fined $3,000 but an e-mail marketing firm, MailChimp, paid the penalty. AP reported that Ben Chestnut of MailChimp said, “We’re doing everything we can to stop junk mail.”

Most of what I have written this year about e-mail marketing has been complaints.  So these are my New Year’s resolutions for e-mail marketers:

1.  Target your e-mails.  Resist the temptation to blast everyone on your list regardless of whether they will be interested in what you have to say.  A good e-mail is timely and relevant.  If you send out too many e-mails, your recipients will report your e-mails as spam, hurting your reputation and possibly your ability to send e-mails in the future. 

2.  Send trigger emails.  I am a big fan of Barnes and Noble.  I love purchasing books on-line and they make it so easy for me.  For example, their website indicates how quickly each book typically ships.  When I place an order, I receive confirmation almost instantaneously and then am kept abreast of the shipping status of my order.  I love knowing exactly where my books are and when I can expect to receive them.  As a result, I appreciate trigger emails and expect them to be timely.  If I sign up for a new service on-line, I expect to receive a welcome e-mail within 24 hours, if not sooner.  I am amazed and disappointed by organizations that do not send trigger emails as they are important for reinforcing the relationship and offer an up-sell or cross-sell opportunity. 

3.  Create a preference center and follow it.  Allow subscribers to determine the frequency, content and even form of communication.   DailyLit is a great example I wrote about.  DailyLit allows subscribers to choose the amount of text they receive, the frequency and timing of communication and whether users receive emails or RSS feeds.  Thus, their communication is more likely to be read.

4.  Create your emails with image blocking in mind.  I wrote about image blocking in one post and then had to resist doing it again and again as I received more and more e-mails that clearly were not designed for e-mail providers who automatically blocked images.

5.  Reactivate or eliminate inactive e-mail subscribers.  As I noted in an earlier post, it is nice to be asked if you want to continue to receive emails from an organization.  This gentle reminder reengaged me and reestablished a relationship.  Alternatively, marketers could create a formal reactivation campaign as part of their campaign cycle. 

6.  Measure your campaigns and continuously learn.  I believe strongly in testing and measurement, comparing campaigns to benchmark rates or past campaigns, and determining the return on investment (ROI) of campaigns.  In the end, everyone one wants to know what worked, what did not work and whether the campaign was successful.  If you are interested, past posts have provided sources for e-mail metrics and a discussion of A/B testing. 

Happy New Year!

Recently I received an e-mail from a local art gallery that was updating its subscriber list.  They sent me a brief e-mail letting me know that they were moving their e-mail list over to a new host and, due to its strict anti-spam policies, they asked that I confirm my desire to subscribe and receive periodic e-mails from them.  All I needed to do was click on an embedded URL to verify my subscription.  If I chose not to subscribe, I had to do nothing.  Ignoring this request would result in my deletion from their e-mail list.

This was a great e-mail, because it …

1. was short and to the point
2. made it extremely easy for me to re-subscribe by including the URL in the e-mail
3. followed best practices by asking for me to opt-in (it is best practices to ask consumers to opt-in but for businesses, it is more common to ask them to opt-out)

Consider asking consumers to opt-in.  The quantity of e-mail addresses in your subscription list will diminish but your list will be the better for it.  Only those engaged and interested in your products and services will remain. 

To keep my niece entertained during long car rides, I tell her the story of Odysseus (also known as Ulysses).  If you start with the Iliad, which I do because it was Odysseus’ idea to build the Trojan Horse after all, and then move onto the Odyssey, you can pleasurably fill quite a lot of time.  So she’s 6 years old.  Can you ever be too young for Homer?

Well, there’s another Ulysses I was hoping to conquer.  This one was written by James Joyce.  I have begun subscribing to an e-mail service that provides excerpts of books.   It is from DailyLit.  I tried it on a lark and am enjoying the brief but intense dose of literature in my inbox each weekday.  That is, once I get over the dread and open the e-mail.  I loved Dubliners so why the dread of Ulysses?  It certainly has a reputation for being difficult but that is partly why the e-mails are perfect for me.  I can savor the book in small doses and read them when I have the time and focus needed.   Further, seeing them in my inbox each day encourages me to read them.

The e-mails from DailyLit are what e-mails should be — relevant, timely and meaningful to the recipient.  In this case, I selected the book from a myriad of choices and set the frequency.  My choices were daily, weekdays or Monday, Wednesday and Friday.  Further, I was able to schedule the time of the e-mail or RSS feed.  Other e-mail senders can learn from the customer preferences provided by DailyLit.

Book Vending Machine © Craig Alexander

Have you heard this one before?  If you put two analysts together what do you get?  Three opinions.  Okay, so it wasn’t a very good joke but I have certainly had conversations with analysts where it seemed like I was talking to Sybil.

This is my way of saying that I understand if you are sceptical about the following link to Email Marketing Q&A.  However, it was created by the Email Experience Council of the DMA.   Also, if you are new to e-mail marketing, you might find it helpful.  If you don’t find it useful or relevant, please let me know.