Planning your email calendar

Excellent article yesterday from Ben Rothfeld on timing your emails. Not in the "best day to send" sense, but in terms of planning out an editorial calendar.

It's all about boosting relevancy by adapting your content, offer and mailing frequency to related events, seasons, promotions, consumer habits etc.

Just a couple of additional points to add to Ben's fine suggestions:

1. Make sure the connection is real. Sometimes your email program just doesn't fit naturally with a particular event or season. Scraping around for some obscure fit can come across as lame. Especially where recipients are already overloaded with appropriate seasonal messages and promotions.

2. A corollary to point 1 is to reinforce Ben's suggestion to look for what he calls "subtle seasonality." Those opportunities where other companies haven't spotted the potential.

To find such opportunities, try AWeber's helpful holiday marketing calendar file. And VerticalResponse addressed this topic in a blog post last year.

3. Be flexible and keep some generic emails and promotions in reserve for when plans are messed up by events. For example, snow-themed promotions can get pulled when local blizzards claim 50 lives. Or when there's no snow this year.

More holiday marketing tips | Tags: email marketing, holiday marketing, editorial calendars

Permalink | December 04, 2007 | 0 comment(s)
Get posts like this: as an RSS feed | biweekly email | via Twitter

0 Comments:

Comments closed for this post