Fourth Quarter 2022 Holiday Marketing Quarterly

The holiday season doesn’t have an off-season. Having a successful holiday season means executing a successful four-quarter strategy. Oracle Consulting’s Holiday Marketing Quarterly gives you a quarter-by-quarter plan for how to achieve more during the critical holiday season.

The fourth quarter is focused on wrapping up your final prep and then taking action during the holiday season to maximize results and minimize problems. In this 12-page Holiday Marketing Quarterly, we share a 21-point checklist that spans six areas of focus:

  1. Engaging Seasonal Buyers
  2. Automated Campaign Adjustments
  3. Leveraging New Capabilities
  4. Cross-Channel Coordination
  5. Incremental A/B Testing
  6. Finalizing Your Plans

For the full checklist…

>> Get the Holiday Marketing Quarterly for free via a no-form download  

Message Prioritization- How to Emphasize the Right Messages

Which messages should I send this subscriber today? For many brands, the answer to that question is complex, because some of their subscribers are qualified to receive multiple broadcast, segmented, or automated messages because of their preferences or behaviors. However, sending them a bunch of messages in quick succession tends to create noise, not success.

The solution to this problem is to have a clear message prioritization, which involves suppression and send time decisions around your digital marketing campaigns to ensure you’re:

  • Not sending so many messages that your subscriber fatigues or opts out
  • Sending the highest value message
  • Avoiding taking attention away from your high-value messages

Accomplishing that can involve everything from no-tech to high-tech tactics. It also helps to strategize your message prioritization by dividing your campaigns into three buckets:

  1. Your broadcast campaigns
  2. Your segmented campaigns
  3. Your automated campaigns

Let’s look at the tactics you’ll want to consider…

>> Read the entire post on Oracle’s Modern Marketing Blog

8 Reasons to Pause Your Digital Marketing Campaigns

The Sept. 8 passing of Queen Elizabeth II prompted many UK brands to suspend their email, SMS, social media, and other digital marketing campaigns out of reverence and respect—as well as out of fear of coming across as insensitive if they were to continue with business as usual. Such moves are wise, as they forgo some engagement and revenue in the short-term in order to avoid backlashes that cause brand damage and audience loss that significantly impact long-term performance.

Sadly, brands have faced an increasing number of circumstances in which they’ve decided it was in their best interest to cancel or delay their digital marketing campaigns, either on a national or regional basis. To respond quickly, your company should agree on the circumstances that would typically lead it to take action.

Consider these 8 reasons to halt your marketing campaigns…

>> Read the entire article on

The Last Word on September 2022

The Last Word

A roundup of email marketing articles, posts, and tweets you might have missed last month…

Must-read articles, posts & reports

Embracing BIMI: Apple Rolls Out Standard In Its iOS16 Release (MediaPost)

Zoom to Soon Bring Its Email Service: Details (Mint)

What’s Going on with Annotations? (PeakInbox)

12 Reasons User-Generated Content Is Important for Brands [Infographic] (MarketingProfs)

The Top 5 Grammar Rules That can be Broken for Winning Email Copy (Email Design Review)

Email and Business In Ukraine: A Conversation With Dmitry Kudrenko of (Campaign Genius)

Insightful & entertaining tweets

Noteworthy subject lines

Zales, 9/11 – 4 Essential Styles Worth the Investment
Burlington, 9/21 – We’re hiring!
Gap Labor Day Event, 9/2 – Staying in < GOING OUT
Quiksilver, 9/2 – Cool Woven Shirts For The Long, Hot Weekend
West Elm, 9/7 – Keep patio season going with cold-weather accessories
Gap Warehouse Sale, 9/7 – That ’90s flannel vibe 👇
Williams Sonoma, 9/11 – It’s officially soup season! Make it from scratch with VITAMIX + free shipping on electrics
Neiman Marcus, 9/8 – Hue knew fall looks could be this vibrant?
Subway Restaurants, 9/17 – 🏈 Kick off the season with Subway ® Catering
Wegmans Meals 2GO, 9/24 – Ordering for a Group? We’ve Made it Easy
Williams Sonoma, 9/5 – It’s never too early for festive planning 🎃🦃🎄
Big Lots, 9/7 – Our ghoul? Save ya 25% on Halloween 👻
Williams Sonoma, 9/26 – Thanksgiving at Ina Garten’s + shop her favorite brands
Uncommon Goods, 9/16 – Yes, those are faint jingle bells in the distance
Crate & Barrel, 9/16 – FIRST LOOK | Holiday 2022
Zales, 9/26 – It’s Never Too Early….
Big Lots, 9/6 – NEW! Disney Pop-Up Shop x the LOT is HERE 👏
Nordstrom, 9/17 – Go to new heights with over-the-knee boots
Lane Bryant, 9/17 – THE POWER SUIT IS BACK.
Express, 9/6 – Meet our Styling Community 😍
Uncommon Goods, 9/14 – “Yessssss 👏” – actual social media reaction
Moosejaw, 9/6 – We want to hear from you. Get a free $10.
REI, 9/28 – See What Gear Won Our Editors’ Choice Awards
Spotify, 9/20 – Hear what the country is listening to
Bass Pro Shops, 9/24 – Watch Missouri Thunder Live!
Patagonia, 9/23 – Watch our new film “The Scale of Hope”

New posts on

Webbula: What Are the Top 3 Skills for a Successful Email Marketer in 2023?

Digital Marketers Are Afraid to Make Mistakes: 4 Negative Repercussions

Good Taxonomy Leads to Great Digital Marketing Optimization Opportunities

Email Marketing in Flux: The Biggest Changes Impacting the Channel

Dyspatch: Interview with Chad S. White

Email Deliverability Warning Signs Heading into Holiday Season

10 Common Email Marketing Mistakes that Are *Fairly* Easy to Fix

Email Newsletters: The New Best Practices

The Last Word on August 2022

What are the top 3 skills for a successful email marketer in 2023

Along with 9 other email experts, I share what I think are the top 3 skills that an email marketers need to have to be successful. For me, they need to have:

  1. Curiosity…about consumer behavior, new platform developments, and more
  2. A comfort with numbers, as the art and science of email marketing increasingly skews toward the science
  3. Solid communication skills, as email marketing desilos and becomes an integral part of an omnichannel marketing strategy

To see my full answers, and to see everyone else’s too…

>> Visit the Webbula Blog

Digital Marketers Are Afraid to Make Mistakes- 4 Negative Repercussions

Basketball hall of famer and greatest of all time Michael Jordan once said, “I’ve missed more than 9,000 shots in my career. I’ve lost almost 300 games. Twenty-six times I’ve been trusted to take the game-winning shot and missed. I’ve failed over and over and over again in my life. And that is why I succeed.”

While athletes, entrepreneurs, and many other professionals have a healthy perspective on failure as a route to success, that’s not always the case with digital marketing professionals. For instance, Oracle Marketing Consulting ran a poll last year asking if digital marketers were hesitant to admit to mistakes for fear of being fired or suffering other repercussions and a shockingly high 78% said yes.

That’s roughly in line with a 2017 poll by Litmus where only 32% of respondents said that email marketing was a failure-friendly channel. In a separate 2016 poll by Litmus, more than 11% of respondents said that they personally knew someone who’d been fired for making an email marketing mistake.

Having a zero tolerance for mistakes in digital marketing is an unrealistic standard that no team can live up to for very long. Such a policy shows an unfamiliarity with the reality of how these channels operate and how digital campaigns are crafted and launched. But more than that, it creates anxiety, secrecy, and risk-aversion that hold digital marketing programs back long-term in four ways…

>> Read the entire article on

Good Taxonomy Leads to Great Digital Marketing Optimization Opportunities

Digital marketing is flush with optimization opportunities, but only if you have a highly organized program. A central key to that is having a solid taxonomy, where you use tagging to keep track of various program elements. This kind of tagging system is key to easily and regularly optimizing your:

  • Audience acquisition sources
  • Calls-to-actions
  • Content types
  • Campaign performance

Let’s talk about how tagging helps with each of those…

>> Read the entire post on Oracle’s Modern Marketing Blog

Email Marketing in Flux - The Biggest Changes Impacting the Channel

Email marketing is more powerful than ever, but the strategies and tactics needed to succeed are changing because of 3 mega-trends:

  1. The sunsetting of third-party cookies driving an increased focus on customer identification and the collection of zero- and first-party data
  2. Apple’s Mail Privacy Protection forcing marketers to take a holistic, cross-channel approach to measuring performance and selecting safe mailable audiences
  3. The pandemic-driven consumers behavior changes that reinforce the need for personalization, nimble build systems, and smooth, well-orchestrated omnichannel experiences

For a look at each of those mega-trends…

>> Read the entire post on Oracle’s Modern Marketing Blog

>> Watch the companion on-demand webinar

Dyspatch: Interview with Chad S. White

Expert Email Marketing Advice from Chad S. White
  • What will email marketing look like in 2023, 2024, and beyond?
  • Do you think other inbox providers will adopt Mail Privacy Protection?
  • Should marketers pay attention to what subscribers say or do?
  • Will AMP for Email be a centerpiece of email marketing in 10 years?

Sepy Bazzazi, Growth Marketing Manager at Dyspatch, asked me those questions and more in an interview for the Dyspatch Blog. To see all of my answers

>> Read the full interview on

Email Deliverability Warning Signs Heading into Holiday Season

The last thing email marketers want during the critical holiday season is deliverability problems, which is why many dedicate considerable time during the third quarter to getting their sender reputations and inbox placement rates as healthy as they can get them. However, marketers are facing two unique challenges this year that may foreshadow greater than usual deliverability risks during the all-important fourth quarter.

  1. The 1-year anniversary of Apple’s Mail Privacy Protection
  2. A ‘tidal wave’ of listings from the world’s largest blocklist operator, Spamhaus

For a full breakdown of both of those issues by Oracle Marketing Consulting’s Heather Goff…

>> Read the entire post on Oracle’s Modern Marketing Blog