The Pontiflex Blog

Start Planning for the Holidays Now

July 23, 2009 at 2:45 pm Arun Krishnan Leave a comment

Ed Henrich just wrote a great article in ClickZ about using the summer months to get your email marketing programs in shape and generate revenue this holiday season. Ed recommends refining email strategy now – instead of waiting until the prime November/December shopping season when it’ll be too late to iron out any kinks.

Some highlights from his piece: optimize email content so it is more relevant to consumers (adding customer ratings, how-to guides, etc); refine customer segmentation strategies based on more current data (location, past purchase history, and so on).

Of Ed’s ideas, the one that stood out to us to most was his recommendation to freshen up your mailing list. He said, “Increasing your list size with quality names is a better way to hit your Q4 revenue goal than increasing frequency.”

CPL advertising is the perfect way to build quality email databases. Because people explicitly opt-in, marketers can be confident that the email addresses they collect belong to real people who are interested in hearing more. And, because marketers only pay for new leads that are brand specific (and never resold), theycan focus on driving revenue and worry less about meeting aggressive ROI goals.

By using CPL to acquire qualified email addresses and refining email strategy based on Ed’s recommendations, marketers can ensure a holiday season that is packed with cheer and dollar signs.

Ps. As you might recall, we wrote about a similar topic in iMedia Connection last month. Check it out here.

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