Work Smarter. Be Efficient.
Marketing departments are often highly siloed, and email is just one tool in a multi-tactic arsenal. Be proactive and re-establish (or establish) relationships with all your marketing channel partners: traditional advertising, print, catalog, paid social, affiliates, search, product listing ads, and retail stores. Collaborate with channel partners and creative teams to provide a cohesive message this holiday season.
Partner with your creative team to ensure your email creative aligns with your other channels. Where possible pick-up and adapt creative treatments and copy from other channels and optimize to fit email.
Our brands see that at least 50% of subscribers are opening email on a mobile device. If this describes your subscribers think “Mobile First” when designing email. This approach influences subject line length, font and image size, location of call to action buttons/links, and the use of alt text. When brand guidelines allow, use live text instead of fonts embedded over an image. This paves the way for changes on-the-fly by the email team and is friendlier for mobile devices.
Now is the time to plan, build and code the extra email templates or modules for use during the holidays. Consult with your merchandising teams on how they prefer to present products and categories within an email template (hero, 2×2 or 3×3 grids/blocks, etc.) Develop a set of pre-coded email templates or additional modules for use during holidays. All partners should agree to stick to these pre-coded templates for efficiency. It’s all about speed to last minute changes and the ability to be responsive to changes in product, price, promotion, and creative direction.