Six tips for getting the most out of your e-mail campaign in the all-important fourth quarter.
Just before Labor Day, I was in the local Food Emporium in New York City picking up provisions for the weekend, when I do a double take. There, in all of its sugar-coated splendor in the cookie and candy aisle, is an end-cap display with an assortment of prepackaged Halloween M&Ms, Hershey bars, and Snickers.
Come on, summer is barely over!
I waited for a couple of minutes to see if anyone had the guts to actually purchase their Halloween candy two months in advance. To my surprise, in literally seconds I observed half a dozen folks pick up multiple bags of Halloween candy. At first, I reacted with great disbelief. But the more I thought about this preholiday strategy, the more I found it useful in thinking about the ways in which marketers must wage their competitive battles during tight economic times.
Let's face it. We're entering the most important time of year for marketers, the peak holiday season, when consumer spending is at its strongest and the vast majority of sales take place. Especially critical during an economic downturn, strong fourth quarter sales can make or break the year, compensating for weak performance during the first three quarters.
E-mail becomes more important than ever during these tough economic times. That's because e-mail is unquestionably one of the most cost-efficient marketing channels out there and it targets existing customers, a group far more likely to listen and respond to your messaging and promotions than new prospects. How can you maximize your e-mail efforts to capitalize on the fourth-quarter buying activity? A few basic tips:
We head back to work this month for four incredible months of opportunity ahead of us. The fourth quarter each year (regardless of economic conditions and electioneering) holds great promise and opportunity for those who are ready. Are you?
Join us for ClickZ Presents: Online Marketing Summit, September 25 at the Sheraton San Diego.
Long recognized as one of the direct response industry's premier innovators and a pioneer in e-mail communications, Al DiGuido brings over 20 years of marketing, sales, management, and operations expertise to his role as CEO of full-service digital marketing company Zeta Interactive. Formerly Epsilon Interactive's CEO, DiGuido also served as CEO of Bigfoot Interactive, CEO of Expression Engines, EVP at Ziff Davis, and publisher of Computer Shopper, where he launched ComputerShopper.com, a groundbreaking direct-to-consumer e-commerce engine. Prior to Ziff Davis, he was VP/advertising director for Sports Inc. DiGuido also serves on the Direct Marketing Association's Ethics Policy Committee.
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