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BizReport : Email Marketing : July 30, 2009


Ho-ho-how long until Christmas campaigns begin?

Hands up all those who have started marketing for the upcoming Christmas season. Yes, I know it's early, but apparently some retailers have already acknowledged the upcoming holiday season in their email communications with customers.

by Helen Leggatt

That's right, according to the Retail Email Blog, which monitors the email marketing campaigns of more than 100 top online retailers, 7% have already referenced Christmas or the 2009 holidays in emails to their customers. Last year at this point, just 3% had done so.

The figures could be skewed due to recent "Christmas in July" marketing efforts by some big stores pushing deals that are comparable with those usually found in the run-up to Christmas. At the beginning of July, Sears.com and Kmart.com launched "Christmas Lane" where online shoppers can browse and purchase from those retailers' Christmas selections.

But, while it may be just a little too early to be sending snowflake-encrusted emails promoting Christmas cheer and deals, it's never too early to begin planning for the holiday season.

"Maybe it is a little early to hang the mistletoe, but in all seriousness, if you are an online retailer looking to really capitalize on the holiday season, the time to start preparing is now," said CEO of ShopVisible Sean Cook.

"Whether it is time to overhaul your entire Web site, or just prepare your marketing tactics for the holidays, there are some efficient and effective strategies e-tailers may be overlooking that they can easily implement to achieve results."






Tags: Christmas, Christmas in July, email, holidays, Kmart.com, marketing tactics, online shopping, Retail Email Blog, Sears.com, website








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