Walkers Shortbread, Perfumania push sugar and scents for holiday e-mails

Share this content:

Scottish cookie company Walkers Shortbread and fragrance provider Perfumania are using ID Society's e-mail marketing platform for gift giving e-mail campaigns.

The cookie maker and the perfume retailer are both offering deals around free shipping and discount coupons to grab consumers' attention during the competitive holiday season.

"So many e-mails are sent out around the holiday season that we encourage our clients to send relevant offers with the offer in the subject line," said Adam Paul at ID Society, New York. "It is also important that consumers know who the e-mail is coming from just by looking at the subject line."

Walkers Shortbread sent out a free shipping campaign to elicit holiday sales. The e-mail links to the e-commerce site at www.walkersus.com, where shoppers can choose from an array of holiday gift suggestions. The Walkers' Assorted Cookie tin for $25 and the Glenfiddich Whiskey Fruitcake Tin for $39 are dressed up in signature Tartan plaid.

Perfumania sent e-mails to its customers offering $5 off coupons for purchases at the e-commerce Web site at www.perfumania.com. The site is full of scented Christmas offerings including Magnetism by Escada at $38 for a set of 1.7oz perfume with a 6.7oz lotion. A Joop for Men by Joop set of 4.2oz eau de toilette and 2.5oz of aftershave goes for $47.

Mr. Paul said though some of ID Society's clients normally buy e-mail lists, the e-mail firm discourages this behavior during the holiday season. This is a competitive time, and therefore a difficult time to use unknown leads, he said.

He suggested that clients buy lists either early in the season like in October or after the holidays are over.

And when it comes to marketing on key shopping days, Mr. Paul said it is important not just to send marketing messages.

"Cyber Monday is the big buzz word, but I think this day is more about research and consideration than actual purchase, so it is a good time to just send communications," Mr. Paul said. "For example, if you are a travel site, it is a good time to send out holiday travel tips, etc., just to be in touch with the consumer."

Loading links....

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's 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