Evergreen Emails: Planning Holiday Campaigns Today That Won’t Be Obsolete Tomorrow

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In a normal year, many email marketers would be hard at work right now planning strategy and campaigns for the holiday shopping season. But these days it’s hard enough planning a campaign just a week or two out, let alone three to six months in the future. 

And nothing’s more frustrating than scrambling to replace a campaign you had to scrap because something went wrong at the last minute—except, perhaps, scrambling in damage control mode as you realize a campaign you just sent has incorrect or outdated information.

This year, with so much riding on a successful holiday season, you must be able to plan campaigns knowing your hard work and creativity won’t be wasted if conditions change unexpectedly. But how can you do it without pulling your team off other projects to create and test hasty replacements?

Here’s the not-so-secret secret: Dynamic content that you can swap out as needed will keep your messages fresh and up to date no matter when your customers open them.

3 easy ways to work dynamic content into your messaging

Dynamic content lets you update messaging and creative in emails at any time. It’s as easy as changing out a header image on your website, and updates can be automated or made manually depending on the situation.

You probably know about some tried-and-true uses of dynamic content, like a map that shows your customers where to find your nearest stores. These days, with businesses opening and closing at short notice according to government requirements, that feature is more essential than ever. But dynamic content can do so much more, keeping all your hard work and holiday planning as evergreen as the finest tannenbaum.

Need some holiday email marketing ideas? We just came out with a new guide, the Liveclicker 2020 Holiday Lookbook, which is filled with ways to use dynamic content to boost revenue, help your team work smarter and build customer engagement that makes your brand your customers’ reliable source for easy holiday shopping. 

Here are three tips from the Lookbook you can use right away to create campaigns that will stay relevant and usable months after you create them:

1. Give customers a gift they can open again and again

Keep your subscribers clicking on your emails with a multiple-day, multi-touch campaign that highlights different limited-time promotions (like a “Twelve Days of Christmas” campaign with last-minute gift ideas).

Dynamic content ensures that each subscriber sees only your current offer, no matter which email they open or when they open it. It ends the frustration customers feel at clicking on a tempting offer, only to find themselves shut out when they reach your website.

2. Make the moment unforgettable

Whenever you have a big event coming up, like your Black Friday kickoff or a VIP gathering at local stores, include an “Add to Calendar” function in your email invite.

With just a couple of taps, your customers can add your event to their calendars. They’ll even get a personalized reminder when it’s time to show up!  

3. Reduce your follow-up workload

Expired offers and out-of-stocks are some of the hazards that go along with the harried holiday shopping season, but they don’t have to be business as usual in your email messages. And, in this year of disruption and uncertainty, you could be dealing with other issues like merchandise delays and regional business disruptions, too. 

So, use dynamic content to update your outdated email automatically with correct information. Your customers will see only the updated content whenever they open the email – even after you send it! Your team won’t have to spend time on follow-up emails or even the dreaded “Oops!” apology email. This gives your subscribers a better experience with your brand, too.

Want to know more? Get the guide!

Your copy of the Liveclicker 2020 Holiday Lookbook is as close as a click. It’s free and filled with great tips to help you leverage the power of dynamic content and moment of open technology for more relevant and engaging email. 

Download your free copy now!

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Maria Braune is a Senior Product Strategist with Liveclicker. Within this role, Maria provides strategy and guidance internally for the Sales and Account Management team. Her background in client management has made her successful in being a strong client advocate when it comes to Product direction and release.

Maria Braune
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