I hope you are all getting into the holiday spirit. But for any marketers out there who might be thinking “Bah, Humbug,” I have a dire warning.
Over the next three nights, you will be visited by three spirits. Heed their message because nobody likes an email marketing Scrooge.
The Ghost of Christmas Past
Last year, you worked your socks off. You threw absolutely everything into your Q4 marketing activity, and it drove sales. For the last three months of the year, things went crazy – crazy good.
But it wasn’t easy. A competitive market forced your acquisition costs to rise and cut margins back to the very bone. Your warehouse was stretched to the limit, and your customer service team struggled to keep up with all those incoming calls and emails.
Your Q4 turnover was insane – but you quickly learned, the hard way, that turnover is vanity…
But what about all those new customer details you collected?
Well, after all the hard work leading up to the holidays, you decided you needed a break, and you took January off.
All those email addresses you harvested were left to slowly decay, and when you did decide to “hit” them, your efforts were lackluster and failed to deliver any significant results. Let’s face it: By the time you got around to sending them anything, they had forgotten you.
The fact is email addresses don’t remain fresh for very long. Even the strongest list decays at a rate of approximately 25% per annum. To have seen any return, you would have needed to engage sooner and better. But like the Christmas cake sitting at the back of your cupboard – it all went a little stale, and your mind drifted to “more important” things.
So what’s on your list for this year’s holiday season?
Will you be drastically increasing your marketing spend, fighting to get stock out of an already stretched warehouse facility and ignoring your customers in the vain hope that increased turnover will somehow result in significant profits?
Come back tomorrow and see how the ghost of Christmas Present can help you ensure that this year’s holiday season is not only busy but also profitable.
This post first appeared on the iContact Email Marketing Blog.
More Business articles from Business 2 Community: