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Online firms have been urged to monitor their email recipient engagement levels in the run-up to Christmas with a view to boosting their prospects during the festive season.
Writing for Econsultancy, Tim Roe claimed that a company’s activity in the weeks and months before the holiday is just as important as what they do when the event arrives.
He explained that it is possible to gauge a person’s engagement with a brand by monitoring open rates and looking at how many times they have visited a website.
In his view, this can be vital psychologically in the mind of the recipient, but – perhaps more importantly – such metrics can also affect the way people’s inbox deals with messages, giving emails greater or lesser importance and potentially treating them as spam.
Mr Roe pointed out that Christmas is a very popular time for email marketing campaigns, so brands should be looking at doing all they can to be a priority sender.
“Christmas is a big time for many businesses, and email marketing is playing an increasingly important role in the success of a marketing strategy. Because of this it is becoming vitally important to consider the longer-term value of your email subscribers,” he remarked.
The quest to boost email marketing ROI should see companies exploring every avenue, with Marketing Sherpa reminding advertisers that it is possible to compound email campaigns with word-of-mouth efforts.
Senior reporter Adam T Sutton noted how one email infrastructure provider prompted a huge increase in interest by harnessing this combination, offering incentives for customer referrals.
