Ready to think about what your email real estate for February? This month brings some exceptional opportunities to drive BIG sales, especially coming off the holidays. But it's all about the strategy. In this bonus episode, we look at a few options to get that February calendar planned for big sales and big results.
If you could think of the perfect email all season to send that would a) spark ideas and b) not require a promo code well, gift guides are the answer. First, what are they? As the name suggests, gift guides help recipients find gifts easily. They spark ideas - which is one of the biggest opportunities email can offer. No. Discount. Necessary. I provide 5 of my favorite gift guides to use - and when - in this episode. If you're not leveraging the power of gift guides this holiday season, you are missing out.
With less than 35 days until Black Friday, it is important to KNOW what works ahead of sending out that email. The only way to know is to test. This episode is dedicated to providing the top 5 pre-holiday email marketing tests that you can be doing with the 2 weeks you have left ahead of the big rush.
One thing to note when listening to this episode: it’s important to execute true A/B whenever possible; introducing more than one variable makes it difficult to ascertain the source of a lift, muddying how actionable your insights will be. Since the options for testing are virtually endless, don’t feel like you have to do it all. Examine your existing program to identify low-performing campaigns that could use some attention, or choose to run tests in areas where you feel your decisions are being made by your gut rather than backed by data.
And don't forget about statistical significance. Tests must be at least 95% statistically significant in order to be deemed winners. You can leverage a statistical significance calculatorlike this oneto measure. Just make sure your metrics are placed correctly. In the section that says "The number of visitors on this page was" should be your total sent. And in the section that says "The number of overall conversions was" should be the KPI you are measuring (i.e. unique clicks or opens).
Think you have a ton of time ahead of Black Friday and Cyber Monday? Think again. It's in less than 125 days. There is a ton of work that needs to be done to make your email stand out - and make you the big bucks!
In this episode, I outline your pre-planning playbook so that you can build a WINNERS LOG of best-performing email elements.
Have questions? Send them my way at email@example.com