Your Secret Holiday Sales Booster
Date: October 11, 2016
In 2015, purchases made on smartphones and tablets exceeded $12.6 billion, rising an astonishing 59% over the previous year. With figures like that, it’s no wonder mobile has been the hot marketing topic of 2016. Mobile is hip, trendy, and a gadget-lover’s dream. So it might surprise you to learn that the cost-effective, sales boosting secret weapon in your 2016 holiday marketing arsenal isn’t mobile. Or social. Or even cable. It’s email—the decades-old marketing workhorse of the digital age.
A 2015 Internet Advertising Bureau study evaluated the influence of digital ad formats on shoppers who had purchased clothing and electronics. Researchers surveyed adults in all age brackets, including Millennials, Gen Xers, and Boomers . Email advertising was the number one influencer for apparel purchases across all age groups. It outranked internet ads, broadcast TV, cable TV, and social media.
Email advertising was the top influencer for electronics purchases, as well. It was the leading influencer with adults ages 35 – 54 and 65+ and tied with Internet ads as the top influencer in the 55 – 64 demographic. Email ranked second only to Internet ads in the 18 – 34 group. Other formats, including social, mobile, and blogs, lagged far behind.
It’s how shoppers stay in touch
Meanwhile, another study found that 82% of millennials rank email as their most preferred channel for interaction with retailers. That’s right, the generation that drove the social media revolution relies on email to stay in touch with retailers.
Perhaps these results shouldn’t come as a surprise. After all, email goes wherever consumers are, arriving on desktops, laptops, smartphones, and tablets alike. Best of all, email advertising is extremely cost efficient, offering an ROI of nearly 4,300% (DMA).
Tips for a smart start
If you haven’t developed your 2016 holiday email campaign, here are some tips to get you started:
- Review the results of previous campaigns. Determine what worked and build on success.
- Expand your email base, collecting as many new email addresses as quickly as you can.
- Check your lists for accuracy. Eliminate duplicate and expired addresses, and correct errors that generate bounce-backs.
- Plan specials now to avoid last-minute decisions that could dramatically impact your bottom line.
- Include worthwhile offers. Shoppers are looking for deals. Be cheerful, but don’t waste their time with chit-chat.
- Include social sharing links, and dovetail your social content with your email messaging.
- Open and close strong. Your subject line should drive consumers to open your email, and your call-to-action should drive them to buy.
- Count on us for help
If you’re feeling the stress of the fourth-quarter crunch, don’t worry. We can help you create a powerful holiday email campaign [link to Email Marketing page] in record time. To learn more about the many ways we can help you grow your business, contact us or call 920-843-9656 today.
Garcia, Krista, “Retail Email Marketing Benchmarks and Trends in the US,” eMarketer, 24, September, 2015, emarketer.com.
Google, Mobile Path to Purchase, Think with Google, Google, November, 2013, thinkwithgoogle.com.
Green, James, “Holiday Marketing: Take Some Cues from 2015 Trends,” Marketing Land, July 15, 2016, marketingland.com.
Mail Chimp, Resources, August, 2015, mailchimp.com.
Sruoginis, Kristina/Research Staff, “Holiday Shopper Playbook,” Internet Advertising Bureau, November, 2015, iab.com.
Wurmser, Yory, (with Carr, Tricia, Costa, Ricky and Garcia, Krista), “US Holiday Commerce Preview 2016,” eMarketer, September, 2016.