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Guide to Gearing Up for the Holiday Email Season

The Email Experience Council today announced that the holiday email marketing season for retailers has begun.  Along with the announcement, the EEC released “Ring-Cha-Ching, Hear Them Ring: The Guide to Gearing Up for the Holiday Email Season,” a 15-page report that discusses retail email marketing trends and practices from the past holiday season.

It offers specific ideas, examples, and results from last years’ holiday campaigns by some of the largest retailers in the online space. 

Some highlights from the report:

  • Last year major online retailers increased their email volume by 47% on average during the holiday season.
  • Seven of the eight biggest retail email volume days of the year occurred in the weeks before Christmas last year. Those days included Cyber Monday (Nov. 27) and all three “Echo Mondays” (Dec. 4, 11 and 18) — the Mondays that follow Cyber Monday. Interestingly, two of the three Echo Mondays were bigger email days than Cyber Monday, which is billed as the biggest online sales day of the year.
  • Email volume should peak in the second week of December this year.
  • Twenty-nine percent of major retailers promoted e-gift cards in their emails during the eight days ending Christmas Day.
  • Just as some online and multichannel retailers promote Thanksgiving Day sales to get a leg up on offline competitors whose stores are closed on that day, some will also begin their post-holiday sales on Christmas Day and promote them in their email campaigns.

The guide can be purchased for $99 by visiting the EEC’s Whitepaper Room.

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