Marketing to Women: 5 Tips for Email Marketing for Holidays

November 5, 2010 § 1 Comment

Email volume is expected to grow 15-20% for the 2010 Holiday Season.  I am already getting emails reminding me of gift cards, easy shopping and holiday gift guides, and it is just the first week of November.  It’s no secret that retailers are eager to get their share of the 2-4% expected jump in holiday sales.

According to Experian Marketing Services, 2010 Holiday Marketers report, 28% of your inactive email subscribers will re-engage during the October – December period because they have a renewed need for your services

So what can a retailer do to make email marketing work better for them?

1.  Make sure there is an offer in your email.  Email campaigns with specific offers like a sale, reward points, coupons or other free offers have higher transaction rates, revenue per email and average order values.

2.  Don’t tie free shipping to minimum orders. Last year, free shipping orders with no minimum spend requirements had 70% higher transaction rates, triple the revenue per email and more than double the average order value compared to free shipping offers with minimum requirements.  Evidently, we just don’t like being told there is a minimum.  It may deter shopping.

3.  Gift card promotion is high in importance to shoppers. The promotion of gift cards in holiday email marketing messages more than tripled transaction rates for multichannel retailers last year.  On the average, shoppers will purchase at least five gift cards, so make sure you let consumers know that you are an easy resource.

4.  Don’t forget a refer-a-friend link. Emails with refer-a-friend links drive 14% higher open rates, 20% higher clicks and 40% higher transactions rates.  We girls like to share the news.  I got my daughter’s opinion on a shirt this morning because the email link was so prominent and the content was easy to share.

5.  Integrate special social media marketing with your email marketing. Promote Facebook applications and competitions in email and on Twitter.  Communicate on Twitter and Facebook about exclusive content only available to email subscribers.  Feature winners of social media competitions in email marketing messages.

Here’s some facts from ExactTarget and CoTweet’s  survey of more than 1,500 consumers providing marketers insights on how consumers want to engage with brands via email, Facebook and Twitter.

  • 93 percent of online consumers subscribe to email marketing messages, 38 percent are fans of brands on Facebook and 5 percent follow brands on Twitter.
  • Of those who interact with brands via email, Facebook and Twitter, 27 percent of email subscribers, 17 percent of Facebook fans and 37 percent of Twitter followers are more likely to purchase from a brand after engaging with the brand via each channel.
  • Of those who interact with brands via email, Facebook and Twitter, 24 percent of email subscribers, 21 percent of Facebook fans and 33 percent Twitter followers are more likely to recommend a brand after interacting with the brand via each channel.

 

 

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