Q4 2023 Holiday Marketing Quarterly

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

Our fourth quarter guide contains a 23-point checklist that helps you wrap up your final holiday prep and take action during the holiday season to maximize results and minimize problems. It covers:

  1. Engaging your seasonal buyers
  2. Adjusting your automated campaigns
  3. Leveraging your new capabilities
  4. Coordinating across your channels
  5. Doing incremental A/B testing
  6. Finalizing your plans

For the full checklist…

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

SocketLabs: Email in 2025

Email in 2025

Email marketing is a channel that is constantly in flux. Technology, the law, consumer expectations and behaviors, inbox and mailbox providers, and business goals all affect how the channel operates and where it’s headed.

To help marketers get a bead on where the channel is headed, I join 25 other email marketing experts to share my predictions in SocketLabs’ Email in 2025 series. We answer three key questions:

  1. How do you see email fitting into the marketing mix in 2025?
  2. What about email do you see as a nice-to-have for now, but feel will be considered table stakes by 2025?
  3. What do you hope or wish to see change within email by 2025?

For my answers to those questions…

>> Read the interview on SocketLabs.com

>> Check out all the contributors to the series

Holiday Email Subject Line Insights to Boost Your Campaign Results

Email campaign mailing frequency rises dramatically during the holiday season, putting more pressure on subject lines to quickly connect with subscribers and kick off a positive and profitable interaction. Based on an analysis of subject lines and campaign performance from a selection of retail and other B2C brands using Oracle Responsys from Nov. 1 to Dec. 31, we discovered a number of insights that can help brands craft better subject lines this holiday season. Here are our top findings…

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

The Most Critical Email Deliverability Questions for 2023

The most critical email deliverability questions are YOUR QUESTIONS. That’s why Oracle Marketing Consulting’s veteran Email Deliverability Services team made themselves available to answer questions from the digital marketing community during a special open forum webinar. Chances are you have many of the same questions that were raised by your peers about Mail Privacy Protection, Gmail pre-fetching, Link Tracking Protection, and other topics.

You can watch the full webinar included to get detailed answers to all of the questions, but in this blog post we also wanted to share short answers in 30 words or less for some of the questions.

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

>> Watch the companion on-demand webinar

Accepting that You Can’t Change People… or Subscribers or Inbox Providers

You can’t change people. You can only change how you react to them.

That is something we say a lot in our household. It’s a hard-won pearl of wisdom from years of working with therapists so my wife and I can be better parents to our autistic son, be better spouses to each other, and better cope with the passing of our parents and other stresses.

I’ll be honest, this lesson has been particularly hard for me to learn. Empathy is hard. It can be difficult to accept that other people don’t view things in the same way you do, and that other people’s logic doesn’t work like yours does. That kind of acceptance can be painful, even identity-crushing.

I see this same resistance in some of my fellow marketers, who resist accepting the email channel as it is, especially as it evolves. Instead, they try to bend it so it conforms to their worldview. Consumer behaviors become problems. Inbox providers’ rules become unfair. Blocklist operators’ actions become unjust.

Here are some examples of marketers struggling unnecessarily against the realities of the email channel…

>> Read the entire article on OnlyInfluencers.com

Get Inspiration from Our Holiday Subject Line Word Cloud

As you plan your holiday promotional email campaigns, you’ll certainly want to draft subject lines for your intended campaigns. In fact, you’ll want to write multiple subject lines for each one so you can do some A/B testing. To get you inspired, we created a holiday subject line word cloud based on more than 700 subject lines used by national retailers between Nov. 1 and Dec. 31, 2022.

If you’re unfamiliar with word clouds, the more frequently a word is used, the larger it is in the word cloud. So, for instance, some of the most commonly used words in our word cloud include: get, holiday, gifts, deals, save, last, ends, and now.

While that’s interesting, Kelly Moran and I take a deeper dive into what this word cloud reveals about email subject line writing during the holidays and how that can help you write better holiday subject lines.

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

Email Marketing Rules to Follow

Some email marketing rules are legally required. Others are essentially required by inbox providers. And still others are driven by the expectations of subscribers.

That was the core of the conversation I had with The Business Storytelling Show podcast host Christoph Trappe about email marketing and the 4th edition of Email Marketing Rules.

On the show, we talk about:

  • Why there are so many rules to follow
  • Who the five stakeholders are for the email marketing channel
  • How email marketers and marketing leaders bump heads
  • How to simplify email marketing approvals and workflows
  • How email service providers can help marketers follow the rules
  • How best practices don’t keep brands from expressing their brand voice
  • The importance and impact of permission on your sender reputation

Listen to The Business Storytelling Show wherever you get your podcasts or…

>> Listen now at ChristophTrappe.com

The Future of Content Marketing: 5 Predictions

The Future of Content Marketing

While my first love is email marketing, my second is most assuredly content marketing. For me, the two have always gone hand in hand. During my 17 years in the email marketing industry, I’ve written nearly 4,000 blog posts and articles about email and digital marketing, posted about 20,000 social media updates, given more than 100 webinars, done dozens of podcasts, and presented and keynoted at dozens of events. Oh, and sent a lot of emails promoting all of that content.

All of that is to say that I really love content marketing—which is why I was excited to read the second edition of Epic Content Marketing by Joe Pulizzi and Brian Piper. The book concludes with a look at the future of content marketing, which inspired me to share the five trends I think will drive the next 10 years of content marketing.

>> Read the entire article on Oracles Modern Marketing Blog

7 Irresistible Email Subject Lines

All email marketers understand how critical subject lines are to generating engagement with their messages. That’s why subject lines are tested far more than hero images, calls-to-action, and any other email element.

To help inspire you, I want to share seven of my all-time favorite email subject lines. However, these aren’t just inspiring subject lines. They illustrate seven ingredients you can use to create compelling envelope content. Understanding these ingredients can allow you to better select which ones to use for a particular message and to understand which ones are resonating with your audience so you can better optimize your subject lines.

Okay, here are my seven favorite email subject lines…

>> Read the entire article on CMSWire.com

The Best Use Cases for Unique Generative AI-Crafted Emails, Unfortunately

I’m hearing about more and more startups and other tech providers offering brands the ability to use generative AI to create unique marketing emails tailored to individual recipients based on collected data. While there’s undoubtedly a range of potential uses for this kind of capability, I see two as being the most likely use cases:

  1. Bulk cold email outreach
  2. Phishing emails

The former is a relatively benign, yet annoying form of spam, while the latter is classic malicious spam. Both would benefit from generative AI in a few ways…

>> Read the entire article on MarketingProfs.com