9/17/2008
Plan Your Holiday e-Communications Now
by Timothy Lee, Associate Extension Specialist, UALR Lead Center
Chris Marriott, vice president and general manager for Acxiom Digital, says "to avoid getting lost in the holiday shuffle, interactive marketers need to prepare their year-end strategies during the summer months." Chris' to-do list for retailers (and non-retailers) includes:
Review: What worked last year?
Mark your calendar: By now, consumers have come to expect great deals on Black Friday (the day after Thanksgiving, of course), and many consumers look for deals online each Monday thereafter (known as Cyber and Echo Mondays).
Mix it up: Make sure to include a variety of offers at different times to keep the consumer interested in what your store has to sell.
Make time for reading: Plan in advance so you have time during the holidays to monitor competitors' communications.
Explore new communications channels: Consumers' inboxes become flooded during the holidays.
Test in the off-season: Summer and early fall are great times to test creative, subject lines and offers in order to develop the hardest-working communications that you can.
B2B: B2B marketers should consider keeping customers and prospects engaged with surveys or other questionnaires.
Read the entire article by Chris Marriott at:
http://www.imediaconnection.com/content/20143.asp
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