{"id":9827,"date":"2014-11-07T14:00:00","date_gmt":"2014-11-07T19:00:00","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=9827"},"modified":"2020-03-30T18:59:32","modified_gmt":"2020-03-30T22:59:32","slug":"hack-holiday-inbox-tips-email-experts","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/hack-holiday-inbox-tips-email-experts","title":{"rendered":"Hack the holiday inbox with tips from these email experts"},"content":{"rendered":"

There\u2019s no time more lucrative, or daunting, for marketers than the holidays. Picture the beginning of the New York Marathon: elbow-to-elbow with competitors, with everyone fighting for the smallest advantage since they know it will pay dividends down the road.<\/p>\n

How are you supposed to stand out? At WeWork Fulton Center on Thursday, November 6th, four all-star digital marketers sat down with plenty of pizza to talk shop about this crucial period of the year.<\/p>\n

Never Too Late For Now?<\/b><\/h2>\n

Denise Chan,<\/span><\/a> moderator and email marketing associate of Mailjet<\/a>, began the conversation with a provocative question: If you want to start prepping for the holidays, is November 6th too late to start? Are you already screwed?<\/p>\n

Many marketers start planning for the holidays around June, after all. The panel couldn\u2019t settle on a single answer \u2014 Nicolas Claquin<\/a> of Sellsy<\/a> said it might be too late, Emily Grant<\/a> of Plated<\/a> said it\u2019s fine \u2014 but Kate Nadler<\/a> of Glam Squad<\/a> summed up a general feeling when she said it\u2019s not \u201ctoo late, but it needs to be a priority\u201d.<\/p>\n

Who\u2019s Your Customer, and What Are They Looking For?<\/b><\/h2>\n

When asked how to stand out in a crowded field, Plated\u2019s Grant pointed to the power of specificity, the value of being able to paint an accurate portrait of who your customer base is and attacking it with ferocity. \u201cGo after someone, not everyone\u201d, she said. Find a base with actual desires and cash, ignore everyone else and \u201cput them on your wall\u201d.<\/p>\n

Nadler suggested that gift guides are great, beyond personalized emails (or perhaps in addition to them). Sellsy\u2019s Claquin mentioned approaching customers from the opposite end: Instead of giving them a guide to purchases, allow them to offer Amazon gift cards.<\/p>\n

As for that all-important part of the digital ask, such as the email headline, Grant recommended self-reflection: \u201cLook at the emails you click in your own inbox, and follow those\u201d, citing a Club Monaco email that essentially pushed puppy dogs. \u201cIt was a cheap win, but they acknowledged that it was a cheap win, and I clicked it.\u201d<\/p>\n

Keep Tabs on Data<\/b><\/h2>\n

Glam Squad\u2019s Nadler noted that even smaller businesses should focus on numbers. \u201cGet scrappy with data! Even if you have just three data points, use them. Connect those three with social,\u201d she suggested. And as far as which data points to look at, Nadler recommended the \u201cundervalued\u201d click-to-open rate (CTOR). While many ignore the metric because of it\u2019s similarity to click through ratios, you can get a clear demonstration of what is making your customer respond.<\/p>\n

The data gleaned from the holiday season can be overwhelming, and Grant recommended \u201ca system. Make up a system\u201d if necessary, but any regular pattern to help find the patterns of your customers is crucial. Above all, Nadler advised to not come into your post-holiday date with any assumptions: \u201cLet data tell its own story\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"

There\u2019s no time more lucrative, or daunting, for marketers than the holidays. Picture the beginning of the New York Marathon: elbow-to-elbow with competitors, with everyone fighting for the smallest advantage since they know it will pay dividends down the road. How are you supposed to stand out? At WeWork Fulton Center on Thursday, November 6th, […]<\/p>\n","protected":false},"author":910,"featured_media":9838,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902],"tags":[],"class_list":["post-9827","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development"],"acf":[],"yoast_head":"\nHack the holiday inbox with tips from these email experts<\/title>\n<meta name=\"description\" content=\"There\u2019s no time more lucrative, or daunting, for marketers than the holidays. 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