So you have your ideal version of the end of year email ready. You're excited because this is going to get customers excited. You show the team what you're thinking and are immediately shot down because it's not "doable".

Don't fret - this is to be expected. End of year email campaigns are notorious for being an exercise of bridging the gap between what is ideal and what is possible, and it usually means compromise. Expect this to be a collaborative process with all of the stakeholders. There will be a lot of back and forth, and that’s a good thing!

Ensure a smooth process by:

• Starting the project as early as possible
• Understanding the technical limitations of the email platform
• Understanding the technical limitations on the data side
• Not trying to automate everything, at least the first time
• Expecting not to get all the bells and whistles the first time around
• Creating a list of what doesn’t make the cut for future iterations
• Determining whether something is necessary by asking if it will move the needle on the strategic goals

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Get the playbook on creating an end of year email, with step-by-step breakdown.