Creative Best Practices

Published in iMedia Connection, November 2007

	Stand out from the email crowd By Julian S. Scott, Responsys Creative Director

Second, whether you're using an existing email template or creating a new one for the holidays, be sure to design with flexibility and speed in mind. If inventory suddenly runs low, or stores need certain items you plan to promote online, you'll need a design that accommodates quick content changes while still maintaining a seasonal, branded look.

Simple strategies for stand-out email marketing during the holidays:

1. Send shorter promotional emails with compelling subject lines.
2. Keep the copy concise, the products relevant and the offers fresh.
3. If you plan to start sending holiday emails now, consider a seasonally appropriate "soft launch," such as a fall theme that begins to introduce festive messaging and products, without imagery of Santa or snowflakes quite yet.
4. Know your customers, and create content to match their preferences.
5. Once your messaging fully transitions to a holiday theme, include helpful information like shipping cut-off dates, shopping help tips and prominently placed customer service numbers.
6. Keep your newest customers in mind by including relevant testimonials that will give them confidence to purchase from you vs. your competitor.
7. Promote offers that your customers will respond to and value vs. what is easiest to implement. If you're not sure how your shopping cart handles shipping discounts, find out now to make sure it's working in time. Considering a free gift with purchase? Make it a good one, and be sure you have plenty in stock before the email is sent.
8. Make it easy for customers to identify and find what they are looking for with intuitive site categories such as top sellers, stocking stuffers, traditional favorites, shop by price, shop by recipient, et cetera.
9. Are you planning to use dynamic content? Before you go into production, make sure that every holiday product has been associated with the appropriate data segment and gift category to ensure the right items are offered to the right customers.

Create an integrated program
Once you have a "big picture" email program plan, you'll need to decide how you want to round it out. What else would you like your program to offer to reinforce the email message? Much will depend on your budget and resources, but here is a list of ideas to consider this quarter or build on for next year:

1. Holiday portal or micro-site: Give your customers a jumping off point for all things holiday with a portal page featuring sweepstakes, e-cards, wish lists, interactive videos, gift ideas, et cetera. Or, depending on the number of holiday-specific products you are promoting, it may make sense to build a micro-site that can piggy-back off your existing ecommerce engine. Either option helps tell your brand story and creates a better user experience.
2. Get interactive: While emails can't support video or java script well, that doesn't mean your website or portal can't feature eye-catching videos that promote your products, your offers, or just tell a creative, branded story. Videos add stickiness to your program and can set you apart from your competition.
3. Run a sweepstakes: If your offer is compelling, this is the best way to acquire new opt-ins during the holidays, when people are more likely to sign up to receive special offers. Promote the sweepstakes via banners on your sites or other partner sites.
4. Refer-a-friend emails: This is the perfect time of year to be "introduced" to new customers, so don't be shy; extend a little mistletoe! Offer a holiday message inviting the referred friend to visit your holiday store or enter the sweepstakes. Offer a discount or gift to encourage shopping and create a positive brand impression. And, if the friend converts, consider rewarding your loyal customer who gave the referral; you couldn't have done it without her help.
5. E-card: Give your customers the opportunity to send free holiday e-cards (via email) to friends and family while shopping on your site. They add value for shoppers, allow them to be creative, and give you another chance to promote your brand, acquire new opt-ins and convert recipients into customers.
6. Consider print: Far from taking away from online sales, a recent JupiterResearch study shows that integrated online and print campaigns offer revenue results nearly four times higher than single-channel campaigns. For example, if you are offering free shipping for online orders placed by a certain date, try sending a postcard reminder to everyone on your list who has not purchased yet and/or did not open the original email.
7. Printable shopping list or coupon: These are ideal if your products are offered in retail stores. The shopping list promotes your key holiday products, and the coupon makes it easy for those who prefer to research online and shop offline (50 percent of shoppers do this according to JupiterResearch), to take advantage of the email offer. Plus, it gives great insight into how many on your list shop offline, live near your stores, et cetera.
8. Gift reminder: If your site offers an area where customers can set up gift reminders for holidays, birthdays, et cetera, send them a triggered reminder email 10 to 14 days before your ground shipping cut-off date. If you have the data to support it, use dynamic content based on recipient and preferences. If not, cross-sell a broad range of holiday gift items to help them get started.
9. Holiday hints: These are great if your site offers a Wish List area. Customers can send this email to their friends, family or spouse letting them know about items they like. If possible, include an incentive since the email recipient may not have shopped on your site before.

Success is a team effort
The best marketing programs are executed successfully through coordination of multiple departments. Share your plan and needs with key players early to ensure the best results:

1. Customer service: Adding extra customer service options and promoting them via your emails is a smart way to make sure that shoppers get the help and answers they need to complete their purchases. This could include simply promoting your toll-free number more prominently or adding a holiday FAQ page to your site.
2. Data and IT: Of course, many of the above suggestions require that key data is available and able to be integrated into your email campaigns. Make sure you understand what is feasible for this holiday season and what is better left as a goal for next year.

Most importantly, prioritize and pace your program. Do what you can, on time and well. Be realistic about your resources, website's capabilities, ESP's functionality, et cetera. Better to have a simple program that works seamlessly than a complex one that was not thought through or tested adequately, causing headaches for you and your customers.

Here's to a successful and creative 2007 holiday season!