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October: Getting your emails ready for the holidays

Natalie Samuels
  • Updated
Hey,
 
Can you smell that? Its pumpkin, pine trees, and hot chocolate mix together signaling the holiday season are upon us. And with it, its marketing companion, email season.
 
During the holidays, email marketing spikes. Well technically, all channels spike, but email is still king for the holidays. For example, in the past, 7.6 billion emails were sent during BFCM weekend. This is not only because every brand wants to wish the best to their customers, but also because email marketing is responsible for driving up to 24% of holiday sales. Just keep in mind, to paraphrase Peter Parker, with greater emails comes greater responsibility, so make sure your deliverability practices are in line.
 
Just before we hit the peak holiday season, we wanted to make sure you are up to date with everything email marketing and Optimove related.
 
Happy emailing you all,
Shai Frank, VP of Product
 

Optimize for Gmail’s Promotions Tab

Gmail is the second most popular email client worldwide and its Promotions tab leverages machine learning to place the most valuable messages at the top of customers’ inboxes. With so many emails coming in during this season, you need to make sure yours are optimized to show up right at the top.

Luckily for you, we have some resources that will help you easily optimize your emails for Gmail placement.
 
First, get the whole rundown of this optimization from our Director of Email Marketing in this blog. Then, go to this Academy article to learn how to either add the optimization tags as a custom row in our visual editor or as custom code in the HTML editor.
 

Create emails with more Flexibility, Ease, and Collaboration

Data is messy by nature; we want to help make it less so. We all know averages can be misguiding, so in Optimove, you can also look at medians. Similarly, response outliers can skew your campaign analysis. All that is needed is a few ultra-eager customers (especially those in the control group).

When analyzing campaigns, if you’d like to review your results without outliers, remove them with the new “Exclude Outliers” functionality. Note that not all campaigns have outliers and that in some instances you will want to keep them as part of your results to view the complete picture.
 

Going beyond a single campaign

Creating emails in the visual builder has never been easier. In the past few months we’ve launched new capabilities and a slew of new ones are coming up just in time for the holidays.

Make sure you are familiar with all the new content blocks that we rolled out. You can now add stickers, icons, and even a menu to your emails by simply dragging and dropping elements onto your emails.
 
Starting next week, more flexibility is coming to row management as you’ll be able to adjust the width of columns in a row or their order of appearance on mobile devices. You will also be able to save custom rows and reuse them across brands and email types, a giant time saver as you update all those headers with your holiday theme.
 
Finally, soon your whole team will be able to collaborate on email templates themselves by adding comments and interacting in threads to sign off on content and design. All within the context of the specific email content block. Stay tuned!
 

Measure the revenue generated from each email

Knowing how much revenue was generated by each email you send out together with each email’s uplift is the perfect 1-2 punch for email marketing mastery.

Soon you will be able to know how many unique conversions occurred and what the direct revenue attributed to a specific email right within Optimove. This of course will be in addition to the reporting of the incremental uplift your emails are having. We are planning to roll this out gradually –let us know if you want to be one of the first to try it out!
 

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