Ask the Experts: What are your top learnings from holiday 2020?



For 2021, Webbula launched a video series where we sit down with email industry experts to discuss various topics within the email marketing world. 

Each month, Webbula introduces a new lineup of email experts with a new topic. Thank you to every email expert who participated in this video series and provided advice to other email marketers. 


A/B split testing really works. A client generated 60% more revenue than what they made the previous year utilizing A/B split testing. It’s fun to hypothesize what would be better, test, and roll out on those learnings.


HubSpot Video



Jeanne Jennings 

Founder, Email Optimization Shop, GM, Only Influencers, Chair, Email Innovations Summit




Brands who knew their audience and got their customer lifecycles down prepared early. Email complemented other channels well, including SMS and push notifications. 

Email is king. For it to remain king, it needs to be complemented with other channels to help drive home its usefulness and importance.

HubSpot Video



Gavin Laugenie

Head of Strategy & Insights, Dotdigital




Everyone was buying online! It was a massive year for eCommerce brands which meant a lot of inbox competition, delivery expectations, and we were more hyper-aware of customer service.


HubSpot Video


Emily McGuire 

Founder, Flourish & Grit



The holiday season isn’t just during the holiday season. Prepare throughout the year. Send subscribers content that is important to them before the holidays. If you wait, your campaigns could fall flat.


HubSpot Video


Samar Owais

Email Strategist & Conversion Copywriter 




We knew that online was doing fantastic because people had to buy online. We didn’t realize how holiday messaging might affect people. 

Email volumes were the highest ever. Open and click rates above average, sales above average. 

The big learning for me was that email worked during the 2020 holiday season better than in the years past. The big question is, was it because we did better, or because people had no other option?

HubSpot Video


Dela Quist 

Founder & CIO Alchemy Worx & Touchstone Intelligence Marketing 



If you enjoyed this post, be sure to look for future posts in this video series by signing up for our weekly newsletter!


Past Question:



March: "How Has Email Changed Since Covid? What Should We Prepare For In 2021? Watch here. 


April: "Now that Apple, Firefox, and Google announced they are phasing out third-party cookies, what does this mean for email?" Watch here. 


May: What is the most valued but underrated tactic in email marketing? Watch here. 


June: Gmail: Promotional Tab vs. Primary Tab: Is one more important? Watch it here. 



July: If you could only use two email metrics which two would you use and why? Watch here. 

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