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.


Next Article in Multichannel 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 »

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