Article

The Email Marketers Holiday Survival Guide

Andrew Kordek

It’s here.

If you are an email marketing newbie, welcome to hell for the next week month …43 days (or more). If you are an email marketing veteran….here we go again.

Yes…you guessed it…it’s holiday time. Q4. End of the year. It’s a mad dash to the finish for some and a time where companies and their futures are made or derailed. The days will be long and stressful and it seems like it will never end.

While others are talking about what you should be doing to perfect your holiday campaigns, I am going to give you 11 practical tips on how to just survive it, from someone who has been where you’re sitting:

  1. Stay Calm
    No matter how hard you try, no matter how much planning you think you have done, there will be changes and many of them.  My advice is to just roll with it and stay calm throughout the change process.
  2. Carry a Big Stick
    Use your knowledge of the program and metrics as the weapon of choice when dealing with unruly people wanting to change things to do what seemingly can be damaging stuff in your program.
  3. Decorate your Workspace
    It will seem festive and a little bit more like home when you are there at 10:00pm putting out fires or swapping out images for the next days email.
  4. Exercise Angry
    Do something physical every day to vent your stress or anger of the email problems that you are having. Never take it out on others or your subscribers.
  5. Stick to the Plan
    Try not to deviate and be swayed by others to change things up in mid-stream. It will cause more confusion.
  6. Think of your Subscriber
    Ask this: WWMST (What would my subscriber think) before pushing another email out. Is it worth it…not just now..but long term?
  7. Have a Plan B
    If you are asked like in #5…have a Plan B already in place so you are not left to think about a new plan.
  8. Hang up a Sign
    Put a sign up in your cube or office that says something like “Can it wait?…I am in the process of making HUGE ROI for us”.
  9. Refresh your Reports
    Keep your web analytics and ESP screen reports up in a separate browser. Set to auto refresh to motivate you to do other things.
  10. Have Fun
    Try to have fun this holiday season. Know that you are giving it your all and really contributing to the companies bottom line. Try to find people that appreciate your efforts and have fun with them too.
  11. Learn Something
    ‘Tis the season for giving, but it should be a time for learning as well. Learn something about your audience that you can leverage in the future. Learn something about your program that you either want to repeat or bury.  Learn something about yourself, but most of all…learn something about your craft as you are an email technologist.

There will be ups and there will be downs.
There will be tears and there will be joy.
There will be stress and there will be calm.
Lots will go right and some will go wrong.

Stick with your convictions and let the data and your intimate knowledge of the program guide you.

Good luck…and I will see you on the other side.


About the Author(s)

Andrew Kordek

Andrew Kordek is a Co-Founder of Trendline Interactive.

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