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• Holiday Season Officially Arrives In The Email Industry 

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RUMBLES from the Jungle,

an ongoing Safari in the ever changing Jungle of Online Marketing...

 

RUMBLES is an ezine for advertisers, providing useful information about online marketing and advertising.  We help you save money and time, by sharing ways to improve your online advertising results. 
 

You can see it in the emails ....  the Holiday Season is already upon
us.  If you have been in a GardenRidge or Hobby Lobby lately, (both
popular craft/ home deco stores).. you know. The fall and even the
Halloween decorations are already scaled back to the sale racks and
Christmas has taken over the aisles.

Our main article will help you hone your promotions to meet the
demands of the busiest online shopper/ entrepreneur.  Heed the advice,
then schedule your holiday campaigns through RUMBLES. :)

 

Sincerely,

 

Rhonda Hailey

 

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Holiday Season Officially Arrives In The Email Industry by Aaron Smith 

 

THE RETAIL INDUSTRY IS INFAMOUS for getting a head start on the holiday season, and this year promises to be no different than the rest. The arrival of Neiman Marcus' email yesterday touting its 2008 Christmas Book makes it official -- Q4 is upon us! If you haven't been preparing your email program for the holiday season, it's time to shake a leg and move into high gear.

For email marketers, this year's holiday season brings with it a number of challenges resulting from the current economic climate. Many program managers are working with reduced budgets and fewer resources, while being asked to produce more. Additionally, standing out in the inbox is becoming more difficult as many marketers have increased the frequency of their messages, contributing to inbox clutter and increased competition for recipients' attention. Finally, consumers are reluctant to make purchases, so creating a compelling message that stands out from the crowd is more important than ever.

While it's a bit late to start planning program strategy for the holidays from scratch, here are a few ideas on how to make the different parts of each email serve a special role during the holiday season:

1. Subject line - first things first: This is your primary tool in getting recipients
to open your email. The more crowded the inbox, the more critical these few words. Consider using longer subject lines to better convey what your emails are about. Alchemy Worx' Subject Lines: Length Is Everything report found that subject lines of 70+ characters generate higher click-to-open rates and click-through rates than shorter subject lines (which produce higher open rates but fewer clicks).

Tout free shipping more often in subject lines. Web shoppers love free shipping and retailers know it. According to research done by the Email Experience Council last year, retailers included the words "free shipping" (or the equivalent) in their email subject lines about 42% more often during the holiday season.

2. Navigation: Place everything your subscribers need at their fingertips by packing your nav section with relevant messaging and links. Alert customers to shipping deadlines. Call out popular holiday items or shopping categories. Add just a touch of holiday with a graphic or a color change. Remind them what you're there for.

3. Main Message: Know your customers and how they shop. Sort items by categories: gifts for girls, boys, men or women; gifts for husbands, mothers, best friends or colleagues.; gifts by price range -- under $20, under $50, under $100, etc. Help customers out by breaking down their shopping lists, and they'll appreciate it.  Send a series of recipient-themed messages to different segments in your list -- or try a gridded approach in a single message to keep it all neatly packed, like a beautifully wrapped present.

3. Gift Services Footer: The Gift Services Footer (affectionately known as the GSF) keeps your holiday templates under control when you're trying to squeeze in a couple extra submessages.. -- or four! Layering gift card promotions, order-by dates, gift-wrapping offers, local retail store adjusted hours, and on and on, can get to be too much for one little email to handle. Cut down on overwhelming submessages by fitting an average of four messages into the space of one with the GSF.

The astute reader will have noticed a theme running through the above recommendations. They are designed to get you thinking and planning your emails from the customer experience perspective. Reward your subscribers with well-thought-out, customer-friendly messaging and they are likely to reward you in return with their loyalty and patronage.

____________________________________________________________
Aaron Smith is a founder and principal at Smith-Harmon.com, a design agency dedicated exclusively to email creative excellence.  


 

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PPC Strategy During The Current Financial Crisis
The Rimm-Kaufman Group Blog, rimmkaufman.com


We’re living through historically bad financial times. Wall Street is in crisis. Consumer confidence is plummeting. Many retailers are projecting weak Q4 sales and revising earnings estimates downward.

The chaos on Wall Street has broad implications for our economy. Considering here only the narrow perspective of paid search advertising, how should online advertisers respond?

 
  1.   Have clear economic targets. This is not the time for hazy goals. Determine how aggressively or how conservatively you should be advertising, and stick to your numbers. If your SPCs (sales-per-click) decline, so should your bids. This is not the time to change your overall strategy each week.

   2.  Use strong bid management tools. Consumer sentiment and shopping trends can shift rapidly. This is not the time for coarse bidding at the adgroup level, for inaccurate algorithms, or for infrequent manual bid adjustments.

   3.  Shift ad dollars to stronger channels. This may mean moving more money into paid search.  This may mean moving more money out of paid search. Now isn’t the time to maintain historic channel budget allocation simple because “that’s the way we’ve always done it.”

   4.  Seek capped agency or technology fees. At RKG, we cap our fees, so for our large clients our management fees become an increasingly smaller percentage of their advertising effort.  Anything that scales without limit with ad spend or with sales places a heavy burden on your margins.

   5.  Protect your bottom line first. Don’t let revenue targets established a year ago drive decisions you’re making now. Trying to hit growth goals will lead some retailers into ruin.

   6.  Stay calm. The world hasn’t ended for retail. This is not the time to over react. Strong retailers will gain market share through this period, even with top line weakness.

For all of us and our nation, may we reach some stability soon.

 

 

 

 

 

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RUMBLES is on the

Check us out here

 

Discover a solution to the deterioration of email reliability, meet some of 

my fellow publishers and see what's happening on the Q today:  Here   

The page loads slow due to LIVE feeds, but it opens in a new window; 

so you can read the rest of this issue while you wait.

 

I can add tidbits and special interest articles at my Q channel without 

filling your mail-box or cluttering up the weekly issue. And its a great 

way to make reading RUMBLES an interactive activity because you can 

make comments or ask questions without email.

Some publishers have abandoned email altogether.  I don't intend to stop

sending to my email subscribers, yet;  but certainly to offer the email-Less

alternative; and to be ready for the inevitable.

    If you value your time, Quikonnex is 

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Your FREE CLASSIFIED can appear in RUMBLES every week.
Just look for the Ad Code in every regular issue (published here on Thursdays).

 

This weeks Ad Code: Ps 147:10

His pleasure is not in the strength of the horse, nor his delight

in the legs of a man; the LORD delights in those who fear him,

who put their hope in his unfailing love..

 

 
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