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BizReport : Loyalty Marketing : December 03, 2009

Emailvision suggests email marketers take advantage of "dead zone"

The "dead zone" between Christmas and New Year may be the period when consumers have more time to dedicate to your commuications, suggests Emailvision, and email marketers should take advantage of this with targeted promotions or brand loyalty messaging.

by Helen Leggatt

Email marketing specialist at, Lisa Pettit, even goes as far as saying that email campaigns sent during the "dead zone" prove to be some of the most effective of the year.

Why? Because after the busy pre-Christmas period many consumers are at home, fed up with Christmas TV and have time on their hands to go online. Even those at work are often less busy than usual and more able to browse.

More so, consumers who were in receipt of gift vouchers and Christmas cash are ready to hit the sales or research future purchases, or some may want to upgrade and accessorize gadgets they were gifted.

Yet many marketers take their foot off the gas once Christmas Day arrives, says Emailvision.

"Being smart about your brand and not missing out on potential sales in this period is absolutely key," said Nick Gold, UK managing director at Emailvision. "Companies can easily put together campaigns before the holidays, ready to go once people emerge from Christmas Day activities, maximizing sales and boosting customer loyalty."

According to Emailvision, the "dead zone" is a great time to follow up those who purchased pre-Christmas with up- and cross-sell promotions or to simply develop brand loyalty with a New Year message.

Tags: Christmas, customer loyalty, email marketing, loyalty marketing, New Year

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