Inbox Insider: Getting e-mail ready for the holidays

With the holidays around the corner, holiday advertising is already jingling its bells. While many TV and print ads were made back in July, there is still time for developing and changing e-mail campaigns since response rates and production turnaround are quicker.

To help retailers address these plans, e-mail marketing firm Campaigner has developed a list of 100 tips. They run the gamut from list cleansing to design ideas, but some of the key tips that stand out are those that speak to investing in infrastructure.

For example, one tip reads, “Give your HTML a face lift.” In the last year, many online retailers have improved their sites with tools that make it easier to shop online such as enhanced zoom and one-click check out. Consumers are getting used to this kind of ease and retailers need to get up to speed in the ever-important fourth quarter.

Tip No. 54 is, “Be festive.” This is also a good point, because the inbox is getting more and more crowded and spending is expected to be tight due to a weak economy.

Another tip says, “Use rich media to get attention.” This includes links to videos and other graphic designs that encourage a recipient to link back and engage with the brand.