Tailor holiday messaging according to calendar: Epsilon

Share this content:

Consumer purchase behavior around the holidays peaks at different times for online versus in-store shopping, and marketers need to adjust their messaging appropriately, according to Epsilon's Holiday Trend Report, released July 22.

Online and call center sales peaked in the week following Cyber Monday, while in-store sales peaked a week later, the report said.

Sales of larger-ticket items were highest early in the holiday shopping season, as were e-mail open rates. Increased open rates before Thanksgiving are due largely to retailers offering sales for Black Friday, according to the report. On average, e-mail open rates increased to 14.4% during the 2009 holiday season, compared to 12% in the prior year.

Sales conversions from e-mails and revenue per e-mail were both highest during the week of Cyber Monday, with an average of $.16 per e-mail sent. The use of the "$" symbol in subject lines drove higher open rates, the study found. Yet for the past two years, marketers most often used the words “shipping,” “free” and “gift” in an e-mail's subject line despite these words having no discernable impact on sales, according to the report.

Epsilon's findings are based a comparison of 1.4 billion e-mails sent by a dozen companies in October-December 2009 as well as data aggregated from Abacus Cooperative database from January 1, 2006 through December 31, 2009.

close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

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