What do we expect to see this holiday season in respect to the email marketing industry’s performance? The 2009 holiday marketer: Benchmark and trend report has some interesting points well worth your consideration, especially for all of you email marketers out there looking to gain an edge on the competition this winter.
Taking a look at the data from the report, there are a number of relevant tidbits that merit a quick shout-out:
- Email’s “eco-friendly” reputation may not hold as much sway with environmentally-conscious customers as you thought, so don’t cancel the print catalogs just yet.
“Surprising to many, Behavioral Greens, which are the group of consumers that are most green aware according to Experian Simmons, account for nearly half of all catalog purchases.”
- Shorter really is sweeter when it comes to email subject lines during the holidays.
“All industries with the exception of consumer products and services experienced the highest open rates when using subject lines of 25 characters or less last year.”
- Email and search still drive the most traffic to retail sites, but keep an eye on additional traffic from social networks.
“Last December, search engines and email were the top referral sources for retailers, but social networking referred nearly five percent of traffic, a rate higher than portal front pages.”
- The economy will continue to be a factor in online marketing strategies this holiday season.
“In 2008, searches for the term ‘layaway’ jumped as consumer awareness increased. Layaway programs effectively drove early purchases with the peak for search-term variations that included ‘layaway’ taking place last year during the five weeks leading up to Thanksgiving.”
Have a closer look at these findings and many more by downloading the report in full from the Experian Marketing Services’ website.
Source: Email Responsibly