Digital Transformation - Shaping Your Digital Future
We can help you on your journey to successFind out More
Save 50% on Annual
Membership in August
If Santa was an email marketer...
1. He'd be the only one who could claim "open rate" is a meaningful metric.
2. He wouldn't have to worry about people complaining they get "too many" presents from him.
3. The message on the gift tag would be limited to 50 characters and always feature first-name personalization.
4. His detailed tests on the “best time and day to send” would have extremely conclusive results (but at least a dozen experts would try and persuade him to always send on a Tuesday at 3pm).
5. Around half the recipients would get their presents while out and about. Some would open them immediately, while some would wait until they got back home. And some would check the gift tags, save the valuable looking gifts for home, and dump the rest in a nearby bin.
6. Nobody would get any presents unless they wrote to Santa explicitly asking for them.
7. The gift would change in size to fit the space available under the tree.
8. He'd send a few presents out early, featuring different gift wrap. Then he'd wait to see which wrapping got the most opens and use the winner for the rest of Christmas.
9. He would always get a high open rate, even though his delivered content is often low-value or irrelevant.
10. Those who don’t open their parcels would get a new parcel around December 30th: same gift, but different gift tags and wrapping.
11. And if they didn't open the second parcel, Santa would write and ask them if they still want a parcel next year, otherwise he'll stop delivering.
12. But if he took people off his list for not opening anything for the last six months prior to his December send...he'd go bust.
13. The content of each parcel would be determined on a one-to-one basis, using an analysis of each recipient’s prior behavior.
14. He'd have excellent relations with ISPs, because nobody wants to end up on Santa's blacklist.
15. He wouldn't get many people reporting his gifts as unwanted (even though some of them are) and opting-out of future deliveries.
16. Experts would advise him to send a few Christmas gifts in July and August to ensure customers remain engaged with his brand.
I've had my fun, now it's over to you... surely you can beat these?
Image credit: 123RF
By Mark Brownlow
Mark Brownlow is a former email copywriter and publisher of the retired Email Marketing Reports site. He now works as a lecturer and writer. Connect with him via Lost Opinions.
Start the discussion on our community and social networks
Recommended Blog Posts
Five ideas to help supercharge your marketing brief The ability to write an effective marketing communications brief can be the difference between a campaign that comes to life and generates the results you’re looking for or one that misses the …..
What are the essential parts of a business plan template? Understanding and creating different types of marketing plans and knowing when they are needed is essential to creating a thriving business. But it can be difficult to know which type …..
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Landing page examples and best practice advice Discussion of web design in companies who don’t know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion …..
Use the RACE Planning System to get ahead in your digital marketing The first edition of my book Internet Marketing: Strategy, Planning and Implementation from 2001 included a popular template for creating what we then called an Internet Marketing Plan. Today, …..