The holiday season is a dangerous time to try to innovate. More than any other time of the year, it’s the most expensive time to have a failure. On the other hand, the second and third quarters are a great time to experiment with different tactics and strategies in a much lower-stakes environment. This is why Experimentation & Testing and is one of our six recommendation areas in our second quarter Holiday Marketing Quarterly checklist.
For retailers and other B2C brands, selling seasons like Mother’s Day, Memorial Day, Father’s Day, Independence Day, back to school, and Labor Day offer opportunities to test out new messaging, designs, tactics, and strategies, as well as try out new capabilities and functionality. If they work, you can use them during the holiday season. If they don’t, well, you avoided them not working out in a much more costly way during November and December.
Here are several areas to consider exploring to set your company up for a more successful holiday season:
- Add more AI
- Make Your Customer Experience More Seamless
- Ramp Up Your A/B Testing
- Experiment with Competitive Differentiators
For more details on each of those recommendations to help you prepare for the holiday season…
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