Why You Should Double-Check Your Holiday Email Campaigns Now
Not that long ago, we highlighted the importance of getting your holiday email campaigns up and running.
If the answer is yes, great. But your job isn’t quite done yet. With the holiday shopping season just around the corner, and some recent email privacy changes from Apple iOS 15 update, you want to be ready.
That means looking at your holiday strategy and incorporating changes now to ensure they are deploying correctly before sending out any campaigns. Here are a few places to double and even triple-check your work to make sure your campaigns will land perfectly.
Understand the Apple iOS 15 changes
When this news broke in mid-2021, a lot of email marketers knew it could impact a lot of customer data, especially on live tracking. The changes mean some potentially important things for your holiday email marketing campaigns.
Since Apple Mail will begin to pre-open Apple Mail email users who have opted into the privacy features, it will mask some details that might be important for you. That potentially includes timer countdowns and location tracking. In addition, because Apple will pre-open the emails, they might not render as accurately for your customer as they have in the past. For example, if you’ve got a countdown timer heavy promotion coming up, you might have to rethink your approach.
If your campaigns are relying on KPIs that feature open and other similar data, you might need to start rethinking exactly what numbers you want to shift your focus to now. Tracking engagement such as click-through and conversions, not open data, will be the name of the game.
We did a three-part series on how these changes will impact email marketing. Check out the first one here.
Add more image personalization
Before you get too down in the dumps about the Apple Mail changes, know there is still plenty you can do to ensure you’re making the most of your holiday email campaigns.
One way to stand out, and not see an impact by the coming changes, is to add image personalization to your emails. Animated personalized images and gifs can capture your reader’s attention and help drive them to click and convert.
With Zembula, we help you take key customer data pulled from your CRM, loyalty program, and eCommerce tools and create personalized animated images for every campaign you send out.
There are plenty of places to add personalized images to your emails too. Smart Banners, which sit at the top of your emails, allow you to notify customers about upcoming events, update them on loyalty points, or alert them about shipping information.
Using Smart Blocks within the body of your email, you can send out personalized content tailored for and targeted to your readers, helping to increase those key engagement metrics.
Having more personalization in your email is a great way to win during the holiday season.
Don’t forget to include user-generated content
You know how important user-generated content is for your sales funnel. On-site ratings and reviews and social media engagement and interactions help brands sell products and services.
So, you’ll want to feature them as much as you can during the holiday season. The more consumers are exposed to ratings and reviews when they hear from you, the more likely they’ll pull the trigger and make a purchase. That becomes vital when so many retailers pull in a significant portion of yearly revenue during the holiday season.
As you’re putting the finishing touches on your holiday campaigns, look at how recent your reviews are. The older your featured reviews, the less likely a customer will be moved to buy.
Zembula lets you easily pull in recent ratings and reviews into your emails. With a simple integration and a few snippets of code, you can decide which combination of ratings, reviews, images, popular questions and answers, and quotes to pull into your holiday emails.
Before you set your holiday emails to deploy, make sure your strategy aligns with what consumers want right now. Doing that will help you boost your holiday engagement and improve your bottom line.