2011 Holiday Email Marketing Review

The Holidays are here, and it's not too late to deploy a few beautiful and powerful email marketing campaigns to entice consumers to buy from you. If you do it right, you might even match GolfEtail, who had nearly 3x paying customers from emails sent out to a subset of Left-handed golfers which Windsor Circle was able to build automatically by analyzing products purchased.

In preparation for Holiday email marketing campaigns, Windsor Circle customers are using our software to:

  1. Segment last year’s holiday shoppers into groups like “Biggest Spenders” or “Rush Shippers.” That way, they can send targeted emails with highly specific, relevant offers: “Save 20% on orders of $500 or more” and “Save on Shipping” for example.
  2. Send a special win-back offer to shoppers who haven't purchased from you since last December. They already like you, now get them back.
  3. Cross-sell/Up-sell hot products this season who purchased a complimentary item this season.

Some Interesting Holiday Email Marketing Trends:

According to the National Retail Federation’s 2011 Holiday Consumer Intentions Survey, conducted by BIGresearch, holiday shoppers say they plan to shell out an average of $704.18 on holiday gifts and seasonal merchandise, down slightly from last year’s $718.98. NRF is forecasting overall holiday retail sales to grow 2.8% during the months of November and December to $465.6 billion.

In the last two years Black Friday has ended Thanksgiving Day’s five-year reign as the #1 day for visits to online retailers’ websites. Thanksgiving Day visits used to be research-driven, comprised of consumers looking for the best brick-and-mortar deals so they knew where to drive on Black Friday. Online retailers began competing for Black Friday transactions, and this, coupled with the increasing ease of online shopping overall, is assumed as the reason for Black Friday’s rise to number one.

For the 2011 holiday season, data analysis by Experian shows that the week leading up to Black Friday and Cyber Monday is critical for retailers. We're already in the midst of “Peak Week”, which started yesterday (the Tuesday before Thanksgiving Day) and ends on Cyber Monday.

Last year during Peak Week, online traffic to the top 500 retail sites increased 5% over 2009. Thanksgiving Day traffic increased 9%, Black Friday traffic increased 13% and Cyber Monday traffic increased 16% for the same time period.


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