How to Make Email Marketing Fun (Even if You Aren’t)

The inbox is a tough place.

People get a lot of emails each day. It’s a cutthroat competition amongst businesses to get attention.

One way businesses are getting attention is to be fun or a little quirky.

But for some businesses being fun doesn’t come easy.

Maybe the brand isn’t fun and exciting or maybe you are just conservative by nature.

In order to compete and win over customers you need to stand out.

Let’s look at a few ways companies are having fun with email even if they aren’t fun themselves.

Fun Tip #1 – Use Humor

Email Marketing Humor

Lee Jeans had a little fun with this Facebook competition. It’s a fun play on words.

People like to laugh.

When we laugh we feel good. It’s a physiological reaction to be in a good mood when something makes us smile.

Since buying is an emotional experience it’s good for you if your subscribers feel good as a result of humor.

A funny play on words can make people stop and give extra thought to your email. They’ll smile and those positive vibes will translate to brand recognition and more sales.

Fun Tip #2 – Try Unique Layouts

Horizontal email designs are becoming more common like this recent example from Fossil.

Horizontal email designs are becoming more common like this recent example from Fossil.

You probably have a template for your email program.

When was the last time you tried something different?

I’m not talking about changing a few elements or adding in some splashes of color. I’m talking about really changing up the layout with something that will surprise your subscribers.

Sometimes it’s good to mix things up and get a little crazy.

Horizontal emails are becoming more popular. When I received this Fossil email it stood out. I immediately started scrolling to the right to see what was being featured. It was like there was something hidden.

Horizontal scrolling is also much easier on a smartphone or on a tablet. People are used to it so you can use something like this design to change things up and stay fun and hip.

Get crazy with your layouts. Go with something horizontal or even thin and long. Surprise your subscribers and have a little fun.

Fun Tip #3 – Use Fun Words

Fun copy in email marketing.

Old Navy understands snappy and fun. The report on coral is that it’s in and hip for this year.

Images aren’t the only way you can have fun with your email.

The language you use can be fun. Not only can it be fun, you can make it more enjoyable by being snappy and concise.

People respond to short, quick sentences and phrases.

We’re busy and we don’t have time to read novels. Be snappy and fun and you’ll get attention.

Fun Tip #4 – Make Emails Look Awesome with Images “Off”

Images On Email

Images On

Images off

Images Off: Pizza Express had a little fun with the images off. It’s something most marketers don’t often consider with design.

Have you ever gotten an email where the images were turned off?

You probably have…many times.

When you’re creating designs for your subscribers you probably don’t think that people spend much time looking at the email without the images.

Think of the images off mode in the email as an opportunity to have some fun.

The example above from Pizza Express is a great one. They’re having fun with the images off. People will do a double take when they see it.

Final Thoughts on Making Emails More Fun

Surprisingly it’s not always easy to have fun.

Not all brands are naturally fun, but there are unique things you can do with design and content to have fun and stand out in the inbox.

Try these fun tips and see if you get more response. You should stand out in the inbox and get a little edge on the competition.

And remember to have some fun!

About the Author: Scott Hardigree is Founder of Indiemark and Co-founder of BrightSpeed. You can connect with him everywhere, here.

Important Distinctions Between B2C and B2B Email Marketing

As marketers and humans we always look at others for inspiration.

To innovate we take what others have done and build on those ideas to improve and make more interesting.

That’s the goal anyway.

When it comes to email marketing, though, there is one tricky part of the equation.

There are B2C emails and there are B2B emails.

In this post we’ll look at the differences between B2C email marketing and B2B email marketing. You’ll want to pay attention because while some of the methodologies are the same the differences are important because a strategy for one might not work for the other.

Overview of B2C Email Marketing

B2C email marketing promo example.

Woolrich uses a little urgency with this email. It’s a common element of B2C email marketing.

B2C emails are pretty common for most Internet users. You probably received about 5 to 10 B2C emails just today if you’re an average email user.

B2C companies tend to be more aggressive with the frequency in which they send messages so the footprint is higher than in the B2B world.

Another aspect of B2C email marketing is the fact that nearly all emails are sales-focused. This means that each email is about getting to a sale quickly. Purchase price tends to be on the small side for B2C products so the sales process is more impulsive and quick.

You might see an email that introduces a new product. The expectation is that you immediately become interested in the item and make the purchase.

Another common scenario is to see an email that puts the pressure on your to purchase. Urgency is a common tool in B2C email marketing. You’ll see a sale that is ending soon and you have to act now otherwise you’ll miss the promotion.

Urgency is actually one of the areas where B2C and B2B are similar. B2B salespeople do try to get urgency attached to a quote or an offer trying to get a person to commit to a deal.

Finally, B2C emails tend to not follow a welcome series. There are instances when it does happen, but the welcome series is usually not longer than one or two emails. This is in contrast to some advanced B2B email marketing campaigns.

Overview of B2B Email Marketing

B2B upsell example

This email from FreshBooks doesn’t focus on sales, exclusively. It’s also about building trust in the B2B world.

B2B sales tend to be large purchases. There are exceptions on both sides of the equation. There are small purchases in B2B and large purchases in B2C, but in general the large purchases lean toward the B2B world.

Because the purchases are larger there is more marketing in B2B email marketing than sales.

What does this mean?

B2B companies know that email marketing mirrors the sales process. The first introduction happens when a new prospect signs up for the marketing newsletter or marketing program. From there the emails work like a salesperson.

Messages are directed at educating the subscriber. The first email might include some recent news happening in the industry along with a point of view from the company perspective.

Subsequent emails often provide additional insight into the industry and eventually the products and services offered by the company.

The entire process is about presenting the state of the industry and the problems that exist and take the subscriber down the path of solving that issue with the solution provided by the company.

By now you probably recognize that B2B email marketing lends itself well to welcome series. It’s true that many B2B companies setup email series to move new subscribers through the sales process until they become a customer.

Final Thoughts

These differences in B2C and B2B email marketing are important. If you understand the differences you can really focus in on what will work best for your company.

On some occasions you can use inspiration from one for the other. It might be a way to get a little edge on the competition.

Now it’s your turn.

What do you think the differences are in B2C and B2B email marketing?

About the Author: Scott Hardigree is Founder of Indiemark and Co-founder of BrightSpeed. You can connect with him everywhere, here.

How to Reuse Content for Email Marketing

Not every email has to be entirely unique.

It’s okay to reuse content. This is probably different than other information you’ve heard, but it’s true.

Email marketing can be quite a bit of work and the smartest companies are the ones that know how to effectively manage their effort. Not every business has unlimited budgets to hire designers, merchandisers and writers to create all kinds of email.

The truth is you can get just as much or even more out of emails that reuse content.

Here’s how.

Reuse Blog Content

RSS to Email

Use blog content in your email newsletters.

Email newsletters and blogs are areas where companies double up on content. In this example we have the popular media company, Taste of Country, which is part of a larger media company that owns radio stations all over the country.

The email newsletter sends out updates every few days. The email content is built from the content on the blog.

Now, even though the content in the newsletter is reused it’s not useless. People rely on the email to get their information.

Not everyone is wired to visit the site every day. They need a reminder that there is new content on the site. They could also just browse the email for the headlines and get the latest news bites.

You can automate this with your blog. There are ways to pull in the info from the blog to the email newsletter and have it go out automatically. You can also have your email designer add a few extra elements like photos and other items to make the email a little more interesting. You could have the copywriter add a few extra details in the email to give subscribers a little something extra.

This also works in reverse as will each of these tips.

If you have an email newsletter you can easily create a blog with the same content. It’s a great way to get that content onto your site for the search engines to crawl giving them reason to send you traffic.

Reuse Testimonials

Email Testimonials

Customer reviews add social proof to emails.

As you can see above, LL Bean does a great job with using customer reviews. They put the reviews in emails, catalogs, videos and any other point of customer contact. I’m sure they even pass the reviews around internally so employees can feel good about the job they’re doing.

Most ecommerce sites have reviews. It’s a standard feature. Customers want to see what other people are buying and how satisfied they are with the products.

Well those reviews don’t have to stay only on the site. Use those reviews whenever you can in your email programs. You could create entire email themes around customer reviews.

And get creative with where you get reviews. You can use the ones from your website, but also look at the emails the customer service folks receive. There is usually some gold in there that you could use.

Reuse Social Media Content

Social Your Emails

Golf Digest was one of the first to use Instagram in different ways.

Finally we have a growing opportunity for email marketers: Social Media.

You’ll have to check with the various Terms and Services agreements, but for the most part you can reuse content from social media in various circumstances.

In the example above you see that Golf Digest brings in photos from Instagram to their website. It’s possible they have also used it in their magazine and in emails, but we can’t confirm that right now. If you find proof please leave a comment and we can verify.

The point is you can use this great content on social media in your emails.

Photos, screenshots of videos, text and anything else can be reused in emails. Use Instagram, Twitter and even Facebook material.

It can change things up and add more value to your email marketing.

Conclusion

Each of these tips is meant to accomplish two things.

First, reusing content saves you time. You don’t have to rewrite everything for your email program. You don’t have to come up with entire new concepts if you’re already creating concepts for other media like a website or a catalog.

Second, reusing content can add interest to your email program. The Instagram example above is great. Adding those photos to an email program makes it interesting. It’s different than the usual product photo. If someone buys a pair of shoes from your company you could do the regular email where you show the product photo or you could use a photo from Instagram of someone wearing your shoe brand. Just make sure they’re tagging it with a hashtag.

Are there any other ways you can reuse content for email marketing?

Share your advice in the comments.

AUTHOR: Scott Hardigree is the founder of Indiemark and co-founder of BrightSpeed. You can connect with him everywhere, here.

Three (Mild to Wild) B2B Email Marketing Strategies

We talk a lot about consumer emails here but today we’re looking at three very different B2B email marketing strategies, which range from basic to advanced.

Needless to say, email programs in the business-to-business realm have certain attributes that make them different from the average consumer email program—like longer sales cycles, higher price points and fewer products to sell.

Today, we’ll review a few B2B strategies that may help you to, not only, stay in front of business prospects/clients but help you ring the cash register harder, and more often. Let’s begin.

Push Social Connections (as a Standalone Campaign)

B2B Social Media Email Example

In the example above from Wildfire, the company reached out to its subscribers and clients asking for followers on five social networks.

Aside from the additional reach that social media can afford B2Bs, Wildfire is likely looking to build its social following for two reasons.

First, having a large social following is corresponding more with search results. Google+, in particular, is having a bigger impact on search result. Therefore for companies looking to get more traffic from search it’s important to grow a social following.

Second, a social following does have an impression on people that have just discovered a brand. When someone hears about the brand and is potentially interested in the service they’ll do some research and today one of the basic research steps is finding out how many followers the brand has on social media. It’s a quick and general way to see if others trust the brand; social proof. That said, I’m surprised that Wildfire did not include a link to their LinkedIn company profile of company-sponsored LinkedIn group.

Use Dynamic Content (Like a Retailer)

Dynamic b2b email

Email newsletters are common among B2Bs. They’re a great way to provide useful resources in addition to the services you already provide. You can gather articles that will be interesting and useful to your clients. But everyone does that.

What’s unique about this example from LinkedIn is how they promote the custom aspect of the newsletter. They are using dynamic content, via merge tags, to accomplish this which insanely common in the consumer and publishing worlds but surprisingly not so common in B2B.

If an email is “dynamic” it means that each subscriber could, theoretically, receive a unique email based on their profile or behavioral data.

This dynamic data, which populates the content of an email, could be as straightforward as a photo and contact information of the user’s account manager or, like in the email above, it is based on a user’s LinkedIn profile.

Dynamic content has proven to increase relevancy which can often accelerate the sales cycle and increase upsells. It’s no brainer.

Use Google Remarketing (in Your Emails)

For those who are late to the party, Google remarketing provides marketers with an opportunity to stay in front of prospects who were on their site and then offer those prospects relevant display ads as they browse the web.

Though it is well-documented how retailers benefit from ad remarketing, it is not always apparent how the technology can work for B2B; it’s especially unclear how it can work with your email program.

I would argue that any B2B company that uses a free trial, has a freemium product, engages in active lead generation, or runs lead nurturing campaigns (which I suppose is almost every B2B) can use remarketing in their email campaigns to increase conversions and drive revenue; but they have to be smart about it.

For the most part, users who have accepted your free trial, for example, don’t want to see ads for a product they’re already tested. One of the biggest mistakes in retargeting is ads asking users to take an action they’ve already taken.

However, that doesn’t mean you can’t advertise to existing clients, you simply must do so in a way that adds value. One prime example is freemium products. Preaching the virtues of your paid product to your free users (via email and Google remarketing) can help increase upsells.

Likewise, if you’re devoting dollars to bring traffic to a lead gen form, remarketing to those who open but (do not click) on those emails (or bounce from those landing pages) will help you stay in touch with your warm prospects, with a message that is more relevant to where they are in sales cycle. Here’s how it works.

Just like you would do on your website, all you need to do is add a sales-stage-specific remarketing code into the HTML of your emails, and everyone who opens an email, in that list segment, will begin to see those (more targeted) ads all over the web. The benefit here is that you can better focus your Google remarketing efforts based on how far your users are in the funnel. That way, you can ensure you’re getting the biggest bang for your remarketing buck.

What are your favorite B2B email marketing strategies?

Please share your thoughts and comment below.

Ben Franklin on Email Marketing

Ben Franklin on Email Marketing

Ben Franklin was a true “Renaissance Man”. He knew quite a bit about many different things and he is one of the prominent figures in American history.

Today, many look back on the writings of Ben Franklin seeking inspiration. The man certainly left wisdom for generations to learn and even in the email marketing world we can learn from him.

Here are a couple of Ben Franklin’s most famous quotes. The lessons are applied to email marketing and how you can use them to inspire change and growth.

“Well done is better than well said.”

Companies are full of people with good ideas. The companies that have people that are doers are the companies that find success.

Become a company that does things with an email program. It’s easy to go through the motions, but if you try new things and do things you’ll find long-term success.

This quote could also mean that the only thing that really matters is the success of a campaign. Now, you might find that some test campaigns fail in the short-term, but the knowledge you gain will benefit sales and profit in the long-term.

Focus on the profit your email program makes. Opens and clicks are great, but always tie them to profit; after all it is the only email metric that matters.

“If everyone is thinking alike, then no one is thinking.”

This is a great quote for businesses to use in all areas. So often we take inspiration from others and use it to create our own strategies, but the key thing to remember is we need to make improvements on other ideas.

It’s easy to get caught up following the leader. It’s harder to try to do something different, something better. In email marketing it’s necessary to stay ahead of the others fighting for space in the inbox.

We follow trends here on the blog. It’s good to take note of what others are doing. Take the good and make it even better with your own email marketing efforts.

“When you are finished changing, you’re finished.”

This quote is about complacency. Say you have worked hard to find an email template that works really well. It gets people to click and gets them to purchase. It would be easy to just coast on this success, but what got you to this point will not get you to where you want to go.

Maintain the mindset that you need to always look for the next best thing. Not everything you do will improve on what you have, but you have to keep looking for something that might.

That’s the key to changing and getting better. If you don’t find the next best thing someone else will.

“A Penny Saved Is a Penny Earned”

For the purpose of email we’ll consider this quote to be:

“A subscriber saved is a subscriber earned.”

List management is a huge part of email marketing. The money is in the list and the better you can maintain the quality of your list the better you’ll be able to profit from email practices.

If your company is generally conservative by nature there is probably room to grow more aggressive with adding names to your list. Try pop-ups on your site and other calls to action.

Actively manage your unsubscribe rates while doing this because you will likely see the rates increase, but the offset will be to your benefit as you gain many more new subscribers and potential customers.

Think of those that unsubscribe not as burdens, but as those that are helping you. These people are telling you that you don’t have to send them emails because they won’t open them anyway. You may only save a fraction of a penny for each irrelevant subscriber, but Ben Franklin said it best when he talked about saving pennies.

“Tell me and I forget, teach me and I may remember, involve me and I learn.”

This quote is something to consider for your entire marketing team. The email manager in your company (it could be you) knows everything there is to know about your email program.

When someone asks how to do something it is easy to just do it for him or her. You might save a few minutes in the present, but in the long run you’ll lose time and potentially lose progress.

When you train others in your business to success in email marketing you free up time to explore new opportunities with the program. Teach others. Involves them and move the program forward.

“Either write something worth reading or do something worth writing.”

Email is about first impressions. When someone sees your subject line they make a split second decision about opening the email. Your brand name plays a role, but the subject line is important.

Spend enough time figuring out the kind of subject line that not only gets people to open, but gets them to make a purchase. Write something that is worth reading. Be urgent. Write something that sparks curiosity. Help people with the content in your email. Make it worth their while to open the message.

Conclusion

These are a couple of the best quotes from Ben Franklin. He had no idea what email marketing was back when his time, but he certainly understood people and his wisdom still holds truth today.

Use these insights to guide you as you look to improve your company email program.

Maybe one day you’ll be seen as the “Renaissance Man” or “Renaissance Woman” of your generation.

ABOUT THE AUTHOR: Scott Hardigree is the founder of Indiemark and co-founder of BrightSpeed. You can connect with him everywhere, here.

4 Noteworthy Mobile Email Marketing Trends

Mobile email is becoming very important. One study estimates that 38% of email is now opened on a mobile device. That compares to 33% of email opened on desktop applications.

In my humble opinion, if your company is not paying attention to how your emails look (and behave) on mobile devices you’re already trailing the competition.

So today we’re going to look at a few mobile email marketing trends that you may be able to apply to your program.

1. Geo-location

Location-ased Email example

Location-based email marketing has come a long way in a short amount of time. Emails can now determine your current location, with each new open. So you could open an email from your favorite restaurant in one town and if you are in a new city the next day you could open the email again and it would list  the store that is now closest to your location.

Live email information goes beyond location though. There are live countdowns that can be used for promotions and flash sales. Live emails also include social media updates like a live Twitter feed or Facebook photo stream.

The example above is from a Movable Ink blog post, a company that is really doing great things with live email content.

There are lots of possibilities.

2. More Text, Less Images

Mobile-friendly Email Design

One issue with mobile email marketing is the time it can take to load images. But the biggest game changer when it comes to email content is that when images are blocked an image-heavy email is nearly unreadable. Sure, this is also true for emails which are viewed on desktops but given the slower load times it’s all the more important to use text over images, when possible and appropriate.

In the example, Apple uses a green background with a headline image and product image, but the text is actually text. Should the images be slow to load on a mobile device the user would still be able to read the text right away and they would still see the call to action to visit the local Apple retail store.

3. Responsive Email Design

Responsive Email design Example

Responsive design is being used on heavily on websites. The process gives users an optimized experience no matter what device they use to view the site. The site owner only has one site to maintain, which makes it different than a mobile site.

Nowadays, a lot of companies are using responsive email design too. Which, if coded properly, allows the email to render differently and depending on the device on which is open. You can adjust width, image size, font sizes and even hide or reveal content blocks or columns.

This example from Twitter, which was featured in this post from Litmus, not only changes (for the better) when viewing on a mobile device but the call to action changes as well, which we discuss in more detail below.

4. Pushing Apps

Detecting Mobile Device Example

LinkedIn has an increasingly good email resource for professionals. What’s most interesting about this email, though, is the call to action for the LinkedIn Mobile App.

Like responsive email design, it’s a great way to provide a better experience to users based on the device they are currently using.

Final Thoughts on Mobile Email Marketing

Mobile email marketing is becoming something nearly every company will need to pay attention to in 2013. People are viewing email on their phones at an increasing rate. If the experience is not optimized subscribers will lose their patience.

Take inspiration from the trends above for your email programs.

What else are you seeing in the mobile email marketing world? Share your thoughts in the comments.

Introducing BlackBox, An Email Marketing Abuse Prevention Service

BlackBoxToday we announced the launch of BlackBox, a service to help email service providers (ESPs) and direct marketers prevent abuse and fraud.

Bad Data with a Heart of Gold

In essence what we are providing access to a very large volume of purchased data that is actively circulating around data aggregators so that those who are responsible for email deliverability, marketing compliance or data acquisition can perform their own analysis, in-house, in order to prevent malicious clients or partners from abusing their platforms or budgets.

How to Prevent Abuse and Fraud

Prior to BlackBox our clients never really knew what you were going to get until they pulled the trigger. Is that list old, purchased, or a ticking time-bomb? Is their customer or supplier a good guy or something else? With BlackBox they know, before the damage is done.

ESPs are not only using BlackBox to vet new customers but also to predict bad behaviors. So, depending on the sophistication of the Email Service Provider, they are leveraging the BlackBox data in different ways. For example, some ESPs already have their own in-house process they use to prevent abuse, which is typically comprised of problem data that has already pass through their platform. They in turn are using the BlackBox as a preemptive layer which helps them to be more proactive as opposed to reactive. And for those who have not yet built their own anti-abuse tool, they are using BlackBox to jumpstart their efforts.

Likewise direct marketers, specifically those who are responsible for list acquisition, are using BlackBox to successfully vet prospective data partners and conduct periodic reputation audits of their data contributions. Say, for example, a list matches against BlackBox at X% or better, this is a very strong indicator of abuse or fraud. It is at least a very good reason to investigate their client,s or data contributor’s practices more closely.

BlackBox In a Nutshell

Indiemark is acting as bridge between the underbelly and the uppercrust of the email marketing industry. We want to see this bad data being used for a good purpose, like helping our clients to protect their investments, their reputation and their organization. Learn more.

The Holiday Email Marketing Life Cycle

Have you received any holiday emails this year? Yes, that’s meant to be a joke.

If you’re like anyone else with an email address you’ve probably seen hundreds of holiday emails already and some of those probably arrived well before Thanksgiving.

It’s a crazy time of year for the email inbox.

We’ve already talked about the psychology of holiday email purchasing. That was the first time we mentioned “The Holiday Creep”. That phenomenon is obvious this year because we’ve already been exposed to Christmas emails for a month.

Let’s dig further into the holiday email marketing life cycle. Hopefully we can gain a better understanding of how this time of year works for the consumer. There is still time to make adjustments to your email marketing strategy and now is a great time to start thinking about next year.

The Early Birds Get Shopping Out of the Way

The first cycle for the holiday season is the early bird shopping. We’ve been seeing this in our inboxes for the last few weeks.

Retailers are sending out emails that reach for the person that is ready to make their purchases now so they don’t have to worry about it later. These people are ahead of the game. They have their lists ready and they want to make sure they get everything before inventories get low.

holiday early bird email marketing example

Gander Mountain was after the early bird shoppers with this email.

The Gander Mountain email above is the perfect example of early bird shopping. Not only can people shop now and get their holiday shopping done, they can save too. It’s a great way to capture the early birds out there looking for early deals while inventory levels are still high.

The Deal Shoppers Wait for the Best Deals

Black Friday and Cyber Monday are the biggest days of the year for the deal shoppers. These consumers are the ones that are looking through every newspaper on Thanksgiving cataloging the items they need to get early in the morning on Friday.

It’s a competitive time of year for shoppers and for retailers. In order to stand out you need to be different.

This was a surprise email from JCP this year.

JCP did something completely different this year. They are no longer doing promotions or discounting. Instead, the company is simply focusing on the best pricing. The company also has a new focus on branded merchandise.

There is a good bet that people will still flock into JCP stores on Black Friday to check it out.

The percentage off might not be enough to stand out anymore from the competition. Focus on a merchandise item that is hot or find a way to stand out in the inbox like JCP did this year.

December Shoppers Need Help Making Decisions

December shoppers are an interesting bunch. They’re probably the minority of shoppers out there. They aren’t eager for the holidays. They kind of go about their business for November and once December hits they’re ready to start shopping for family and friends.

The December shopper is not a last minute shopper. They still have a few weeks to get all the things on their list. Perhaps the best way to describe them is to say they need a little help making gift decisions.

Under Armour knows what guys want, do you?

Under Armour knows they have things guys need. It might not be a glamorous gift, but every guy could use a new pair of boxers and socks for the New Year. It’s a great gift that every guy would like to have in his stocking for Christmas.

For the December shoppers out there that can figure out what they want it’s good to have a little help. Emails like this one from Under Armour solve that problem with a good tip for a gift.

The Last Minute Shoppers Have No Time for Choices

Then there are the last minute shoppers. These folks are the ones that procrastinate until the last second. In fact, they might need to purchase something on the way to the Christmas part on Christmas Eve.

Last Chance at Gap already? Merry Monday? That’s a new one. Get ready for the last chance emails.

This shopper might not even need a discount. They need to have a direction on what they should buy and they they’ll buy it.

In fact, what might be best for this consumer is a reminder that this is their last chance for free overnight shipping. That way they’ll still have their item to their home in time for a quick wrapping before putting it under the tree at Grandma’s house.

Actually, that’s a good point. This shopper probably needs wrapping done too. You can grab a few extra bucks from them if you offer a wrapping service.

Final Thoughts on the Life Cycle of Holiday Emails

We’re about halfway through the holiday email purchase life cycle. The more we understand about the shopper and what state of mind they’re in when we email the better chance we have to send them something that will get them to take action.

Hopefully these tips will give you some insight for the last few weeks of the holiday season. You can also get a head start on next year. Now that the holiday is fresh in your mind it’s never too early to get a head start.