E-mail plays major role in spurring healthy holiday sales

Share this content:

Holiday sales in 2009 turned out to be better than expected despite a tough year economically, rising by most accounts compared with 2008. E-commerce drove that improvement as consumers both loosened the purse strings and became more comfortable shopping online.

MasterCard Advisors' SpendingPulse released year end numbers, reported by DMNews in January, pointing to a 15.5% increase in online sales, and researcher ComScore reported a 5% increase in e-commerce sales this holiday season.

One marketing services firm found e-mail played a major role.

E-mail-driven sales were up 11% during the 2009 holiday season, according to Schaumberg, Ill.-based Experian Marketing Services, based on e-mail data collected through its Cheetahmail e-mail subsidiary. The findings are part of The 2010 Digital Marketer: Benchmark and Trend Report, published on February 23. E-mail is still tops in marketers' toolkits.

“We looked across the marketing services landscape, and e-mail is still proven to be the mostly widely used digital channel for marketers,” said Ashley Johnston, vice president of marketing, Experian Marketing Services.

Experian found that e-mail promoting in-store visits in 2009 grew by 50%, highlighting marketers' increased usage of e-mail for cross-channel marketing.

Marketers also continue to refine their approach when it comes to e-mail marketing.

Johnston explained, “One interesting trend we're seeing is that marketers are recognizing that being relevant is no longer enough. They understand that they need to build relationships and connect with their customers individually in order to grab their attention and ensure loyalty and advocacy.”

She added, “They're doing this by moving towards e-mails that are not only meaningful, but connect with their customers by speaking directly to them and adopting a practice of including ‘you/your.' Our data says 19.94% include this in their subject lines to engage audiences.”

In addition to e-mail, channels analyzed in the report included digital advertising, mobile, search, and social media.

The study found consumers start offline shopping trips while online at home with searches that usually are branded or navigational and comprised only one or two keywords.


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above