Success is a team effort
The best marketing programs are executed successfully through coordination of multiple departments. Share your plan and needs with key players early to ensure the best results:

• Customer service: Adding extra customer service options and promoting them via your emails is a smart way to make sure that shoppers get the help and answers they need to complete their purchases. This could include simply promoting your toll-free number more prominently or adding a holiday FAQ page to your site.
• Data and IT: Of course, many of the above suggestions require that key data is available and able to be integrated into your email campaigns. Make sure you understand what is feasible for this holiday season and what is better left as a goal for next year.

Most importantly, prioritize and pace your program. Do what you can, on time and well. Be realistic about your resources, website's capabilities, ESP's functionality, et cetera. Better to have a simple program that works seamlessly than a complex one that was not thought through or tested adequately, causing headaches for you and your customers.

Here's to a successful and creative 2007 holiday season!

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Julian Scott is senior director, creative services, Responsys, Inc. Read full bio.