Hans Smellinckx, multi-channel marketing expert

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February 01, 2013

Your e-mail resolution for 2013

4957559159_0a5b915da1A new year, a new fresh start after a festive holiday period and time to have some good resolutions for the year. Why not having the following list  as your resolution list:

  • Being more open about what data I collect from consumers
  • Connecting all my data sources, so that consumers only have to register or fill in the blanks once
  • Delivering a state of the art digital experience based on what my client, the consumer wants
  • Using the analytical data that you collected after your e-mail campaigns

 

Why?

In my eyes it’s time to start really using the tools that are out there…if you need a good data warehouse, you  can easily find one. If you need a good CRM package, you can easily find one. If you want a good campaign tool, you can easily find one and finally if you look for a 100% personalised digital experience across web, mobile and social… you can easily find tools out there that have those functionalities.

We are at the ‘eve of being able to deliver a completely personalized environment for our customers, from offline(retail) to the digital world (mobile, web, social) by using the data we have all collected for years. Some call it big data, others would simply say…business as usual.

How?

As all good resolutions you have 1 week to start. Statistically, most of the good intentions are buried the second week. So still a couple days to save the rest of the year of doing the same as last year! So stop the presses and move that butt!  Let’s make it an exciting e-mail year…

January

All good things start with a strategy, a goal… question yourself where you want to go with your e-mail database?

You don’t have one?
Well, start than asking around in your company, all companies have a database.  Than start asking the first question again…

Put down in January a plan together to use that database better or to start using it for the first time. Share it with colleagues and other departments, as they might become very important down the road and not only as sponsors for your project, but also because they could get interested in what you are doing… the more the merrier.

So are you sending out your first campaign this week? The first one should probably have a subject like… Happy new year!

February

The first campaigns of the year are running and February is not only the month where cupido is visiting, but also where you have to find matches in your database… start asking yourself the question if your data quality is sufficient enough, so that you could help cupido. Can you match in your database your sales history with your contacts? If not, start helping that little angle by starting up an integration project. This will help you later this year…

If your data is integrated, think about duplicates in your database, cupido is otherwise wasting energy when contacting the same person twice, three times and god help us if there are people in your database that are more than 3 times in your db, receiving everything more than twice.  (a little hint: export your database to excel and sort on e-mail address)

March

The start of spring, time to start something new, like the first flowers appearing. Think about personalising your content . Start small, one or two areas in your e-mail campaigns. And because you worked on your data in February, you can easily use start testing it out and not having to worry about the quality of your campaigns.

April

Do-you-beleive-in-easter-bunnies_lA difficult month, as part of it is a period where the Easter bunny is passing by. But again, it’s a period where families are very active online, looking for a last minute purchase or finding a getaway for the Easter holiday. So time to crack those eggs and personalising those e-mail campaigns based on your customers sales history. On top, don’t be afraid to include a few eggs in the design… it can bring a smile on the face of your target audience.

May

You probably forgot this in April: you can also find similar people in your database… people that have the same buying habits, that means that people don’t even have to buy with you to get the necessary information to personalize those e-mail campaigns. Contact a data vendor and find out how you can optimize your database.

June and July

Two months dominated by school holidays, exams and last minute purchases for the summer holiday. Time to plan also your yearly leave or to plan a few of those larger projects during the summer holidays.  And if you need an idea of a project… think about wishing your database a happy birthday and offer them at the same time a coupon or a small gift in return for their updated data.  Start thinking at integrating other data sources like your data warehouse of your e-commerce platform.

August

don’t forget to take a well deserved holiday ;-) And if you have to work… why not collecting data from the pets of your customers… for some those little friends are sometimes even more important than some family members.

September

Back to school, to think about this period… people are focused on getting the kids prepared and ready for the first school day. Probably the least favorite month to contact them (also budget wise)… unless you supply school books and other school related materials. But don’t forget the couples without children and singles in your database, they are doing things quite different and don’t have a budget “challenge” in September…

October

Almost at the end of the year, but most of the time the start of a crazy period, question yourself if your database has the necessary data in it to be able to personalize for Christmas, Sinterklaas and a new one… Halloween. If not, there is still time and do it now. (hint: in October most of the time you will start talking about your traditional company Christmas card… create also a digital one you can send out by e-mail)

November

The year is almost over, 60 days to go and one of the most stressful periods ahead. But also time to start heavy personalization, change those templates to that the complete e-mail from top to bottom is personalized.  And don’t forget to prepare those red nose reindeer templates to promote Christmas shopping.

December

Wanted-santa-claus-1_lA festive period, but also the perfect period to review the year. Get those metrics out and review the whole year. And don’t forget to send a beautiful infographic to your senior manager about your splendid e-mail database and some fun facts he or she can share with his or her golf partner.

Oh yes… and also review your list of resolutions… or copy it for the year after ;-)

Electronic mail, commonly known as email or e-mail, is a method of exchanging digital messages from an author to one or more recipients.

Your e-mail resolution for 2013

2nd of January 2013 - 05:01

A new year, a new fresh start after a festive holiday period and time to have some good resolutions for the year. Why not having the following list  as your resolution list:

  • Being more open about what data I collect from consumers
  • Connecting all my data sources, so that consumers only have to register or fill in the blanks once
  • Delivering a state of the art digital experience based on what my client, the consumer wants
  • Using the analytical data that you collected after your e-mail campaigns

 

Why?

In my eyes it’s time to start really using the tools that are out there…if you need a good data warehouse, you  can easily find one. If you need a good CRM package, you can easily find one. If you want a good campaign tool, you can easily find one and finally if you look for a 100% personalised digital experience across web, mobile and social… you can easily find tools out there that have those functionalities.

We are at the ‘eve of being able to deliver a completely personalized environment for our customers, from offline(retail) to the digital world (mobile, web, social) by using the data we have all collected for years. Some call it big data, others would simply say…business as usual.

How?

As all good resolutions you have 1 week to start. Statistically, most of the good intentions are buried the second week. So still a couple days to save the rest of the year of doing the same as last year! So stop the presses and move that butt!  Let’s make it an exciting e-mail year…

January

All good things start with a strategy, a goal… question yourself where you want to go with your e-mail database?

You don’t have one?
Well, start than asking around in your company, all companies have a database.  Than start asking the first question again…

Put down in January a plan together to use that database better or to start using it for the first time. Share it with colleagues and other departments, as they might become very important down the road and not only as sponsors for your project, but also because they could get interested in what you are doing… the more the merrier.

So are you sending out your first campaign this week? The first one should probably have a subject like… Happy new year!

February

The first campaigns of the year are running and February is not only the month where cupido is visiting, but also where you have to find matches in your database… start asking yourself the question if your data quality is sufficient enough, so that you could help cupido. Can you match in your database your sales history with your contacts? If not, start helping that little angle by starting up an integration project. This will help you later this year…

If your data is integrated, think about duplicates in your database, cupido is otherwise wasting energy when contacting the same person twice, three times and god help us if there are people in your database that are more than 3 times in your db, receiving everything more than twice.  (a little hint: export your database to excel and sort on e-mail address)

March

The start of spring, time to start something new, like the first flowers appearing. Think about personalising your content . Start small, one or two areas in your e-mail campaigns. And because you worked on your data in February, you can easily use start testing it out and not having to worry about the quality of your campaigns.

April

A difficult month, as part of it is a period where the Easter bunny is passing by. But again, it’s a period where families are very active online, looking for a last minute purchase or finding a getaway for the Easter holiday. So time to crack those eggs and personalising those e-mail campaigns based on your customers sales history. On top, don’t be afraid to include a few eggs in the design… it can bring a smile on the face of your target audience.

May

You probably forgot this in April: you can also find similar people in your database… people that have the same buying habits, that means that people don’t even have to buy with you to get the necessary information to personalize those e-mail campaigns. Contact a data vendor and find out how you can optimize your database.

June and July

Two months dominated by school holidays, exams and last minute purchases for the summer holiday. Time to plan also your yearly leave or to plan a few of those larger projects during the summer holidays.  And if you need an idea of a project… think about wishing your database a happy birthday and offer them at the same time a coupon or a small gift in return for their updated data.  Start thinking at integrating other data sources like your data warehouse of your e-commerce platform.

August

don’t forget to take a well deserved holiday ;-) And if you have to work… why not collecting data from the pets of your customers… for some those little friends are sometimes even more important than some family members.

September

Back to school, to think about this period… people are focused on getting the kids prepared and ready for the first school day. Probably the least favorite month to contact them (also budget wise)… unless you supply school books and other school related materials. But don’t forget the couples without children and singles in your database, they are doing things quite different and don’t have a budget “challenge” in September…

October

Almost at the end of the year, but most of the time the start of a crazy period, question yourself if your database has the necessary data in it to be able to personalize for Christmas, Sinterklaas and a new one… Halloween. If not, there is still time and do it now. (hint: in October most of the time you will start talking about your traditional company Christmas card… create also a digital one you can send out by e-mail)

November

The year is almost over, 60 days to go and one of the most stressful periods ahead. But also time to start heavy personalization, change those templates to that the complete e-mail from top to bottom is personalized.  And don’t forget to prepare those red nose reindeer templates to promote Christmas shopping.

December

A festive period, but also the perfect period to review the year. Get those metrics out and review the whole year. And don’t forget to send a beautiful infographic to your senior manager about your splendid e-mail database and some fun facts he or she can share with his or her golf partner.

Oh yes… and also review your list of resolutions… or copy it for the year after ;-)

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