When it comes to getting the lowdown on everything to do with online marketing from email campaigns to creating the ultimate marketing strategy and more, Scott and Alison Stratten of UnMarketing are simply the best. Not only is their knowledge about marketing sought after by small businesses across the world, but huge corporations like PepsiCo and the like are looking to these two Canadians for their expertise on getting those oh-so-important metrics and conversions. Have you been wondering about the importance of holiday campaigns and email marketing? Here’s the latest recap from their podcast.

Geography – It Counts

When it comes to different types of emails for any reason – not just the holiday season – it’s imperative to remember that geography counts. If you’re a brick and mortar store and you’re sending emails to people who live a four hour drive away, you probably aren’t reaching your customer base. Sure it might seem like a good idea, but realistically what are the odds that those people are going to be in the region soon?

Instead, focus on customers and potential customers in and around your area. Customers are more likely to be interested in your products and business if they’re likely to, you know, go there.

Email Frequency – Why You Need To Pay Attention Now

No one wants seventeen emails. Repeat. No one wants seventeen emails. Scott and Alison touched on the importance of email frequency and keeping it steady and along what your customers expect when they first sign up or subscribe. If you promise to send a weekly update or updates every quarter, stick to that schedule. It won’t look good to customers if you send nothing for months then bombard them over the weekend of Cyber Monday, Small Business Saturday, Giving Tuesday and the like.

Videos – Live Or Not Live

Scott and Alison also touched on the importance of videos for your business – but only if they’re going to be relevant and provide value. There’s nothing worse than a video full of fluff that wastes customers time and offers little in return. Likewise, it’s important to be confident in your video, look the part and treat any video almost like a job interview with your customer – you want to impress and get that business or contract, so make sure your videos are professional and you’re dressed to reel in that customer.
So if you’ve been wanting to catch up with UnMarketing, check out their recaps with Emma to learn more about what you should and shouldn’t do with email marketing.