Using e-mail to drive ROI from seasonal campaigns

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Michael Goldberg
Michael Goldberg

As soon as the Christmas holiday ended, advertisers replaced images of Santa Claus and snowflakes with Cupid and hearts. Advertisers are always thinking about the next big holiday even before customers finish celebrating the previous one. Valentine's Day is just one of the seasonal holidays that marketers aggressively promote with themed campaigns.

And, of all the channels used to leverage the holiday shopping rush, e-mail or “inbox marketing” as it might be more aptly described, is the best media channel for reaching consumers with targeted and event-specific promotions. Whether you deliver seasonal messages as standalone e-mails, within branded newsletters and/or as cross and up-sell components of transactional notifications, the chance to increase conversions goes up with seasonally themed ads.

Why? Statistics released earlier this month by Nielsen Net Ratings, a leading Internet measurement service, showed that online ads seeking to capitalize on Valentine's Day began running as early as January 16. In addition, traffic patterns indicated success in stimulating visits to some sites selling gift certificates, flowers and lingerie, which showed increases in audiences ranging from 63.1% to 123.1% from the corresponding period a week before.

Datran Media works with several marketers that benefit from the increased interest in the Valentine's Day holiday. Throughout 2007, from leading dating portals to dieting sites and gift retailers, Datran has seen increased conversions in these categories for the first six weeks of the year, thanks in part to the highly targeted nature of e-mail and the ability to craft personalized and holiday-themed messages. In some cases the conversions have increased by as much as 28% in the first two months of the year.

Online dating & e-mail: A match made in heaven

When it comes to finding love, a click of the mouse may work better than a shot from Cupid's arrow. As Datran Media's own statistics prove, January marks the busiest and most profitable month for online dating services, with singles going online in record numbers to find soulmates or dates for Valentine's Day. Hitwise, which tracks Internet traffic, found that more singles visited dating sites in January 2007 than in any other month that year, mostly due to New Year's resolutions. 

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