Wednesday was the first day of Fall - the Autumnal Equinox. It's funny...one would think that when the weather starts to cool down and the days become shorter that things would start to slow down. But quite the opposite happens. Fall is the time for holidays and holiday planning - Halloween, Thanksgiving, Hannuka, Christmas and New Year's Eve - parties, open houses, pitch-ins...you name it. They come at you fast and furious and before you know it kids are at your door looking for candy...while you sit inside your house in the dark hoping they go away because you hadn't planned ahead and bought any candy. That doesn't even take into account all the fall cleanup that usually happens in and around the house.This is my favorite time of year but it can be crazy busy - especially if you don't take a moment to get organized and plan ahead. The same can be said for your email marketing program. More than any other time of year - planning and organization is going to be key to your campaign's success: plan the content and call to action of each email, plot on the calendar each campaign (initial and follow-up), review your current trends (opens, clicks) to see if there are improvements that can be made, clean up your list by segmenting those who have opened from those who have never opened your email, review how you are using the analytics of your email campaigns, and ask yourself if your subscribers would categorize your emails as Personal, Relevant and Anticipated. This is also a great time to take a moment to re-read ExactTarget's Email Marketing Field Guide.
How do you plan for your holiday email marketing program?
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