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BizReport : Email Marketing : January 15, 2008
Frequency of email rose during holiday period
The frequency at which online retailers sent emails to consumers rose during the recent holiday period, with almost a quarter increasing their email volumes by over 100 percent.
One of the cheapest and easiest ways to communicate with consumers is via email, and when the pressure is on, especially during the holiday season, many online retailers ramp up their email activity.
Eighty-eight percent of online retailers increased their email frequency during the 2007 holiday season, according to a recent Email Experience Council (EEC) report. Sixty-five percent increased frequency by 100 percent or less, and 23 percent by over 100 percent. The most prolific email sender during the 2007 holiday seasons was Harry & David with an increase of 744 percent.
"With the clearly weakening economy, retailers were under pressure even early on in the holiday season," said Chad White, the EEC's director of retail insights and editor-at-large. "And e-mail is a very inexpensive and effective way of driving sales, and I think that's why they pulled the trigger."
Tags: email marketing, frequency, holiday
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