Client Holiday Readiness Series: You’ve got to go for speed

November 4, 2016 by Experian Marketing Services

The “Client Holiday Readiness Series” is a window into how Experian Marketing Services is helping clients succeed during the busy holiday season along with some helpful tips as clients prepare their campaigns.  This series provides information on the products, support, and services we offer and how they are helping clients during the crucial holiday period. 

Black Friday and Cyber Monday are just around the corner and it is critical for marketers to develop a robust strategy to stay competitive and reach a broad range of customers, both old and new. The holidays present a massive opportunity for digital marketers, so if you haven’t already started planning your email marketing campaigns, here are some helpful hints to get you on your way.

Need for speed:

Timing is crucial for email marketers as holiday campaigns often require reaching out to a very high volume of customers within a very short period of time. Enhanced filters within the Marketing Suite provide a performance boost to queries used in audience calculation.  These enhanced filters also help content calculation and dynamic blocks run more quickly which, in turn, speeds up message list and content personalization processes. These significant performance gains ensure easy deployment of email campaigns, connecting with consumers at the right point along their path to purchase or offer redemption.

Clean up your data:

Your email program is only as effective as the data you build it from. A clean customer record involves much more than a primary email address but includes all of the transactional and online behavior you’ve collected about your customers, as well as any offline data.

Try triggers:

If you aren’t using triggered emails, give them a try! Triggered emails are a great way to earn some quick wins as they tend to return high engagement rates from recipients and high conversion rates from purchasers. Conversely, if you’re already using triggers, you might try shortening the time between events and triggered email deployment as inventory changes so frequently during the busy holiday shopping days. This could also give your customers extra incentive to act quickly on timely holiday sales.