RSS feed Get our RSS feed

News by Topic

BizReport : Email Marketing : October 05, 2011

CheetahMail: Email volume to increase 20% over holidays

With ecommerce off to a record start thus far in 2011, brands are expecting the holidays to be just as busy online. One area where brands may push more marketing dollars - email. A new report from Experian CheetahMail predicts email volume will increase about 20% over the upcoming holiday season.

by Kristina Knight

expCheetah.jpgIn both Q1 and Q2 2011, Experian CheetahMail ">email volumes have increased 20% so the forecast is likely in line with what will happen. What will brands offer through email?

Both flash sales and daily deals have exploded in 2011 so many will likely continue with this trend, but the report suggests that the 2011 holiday email campaigns will be similar to the campaigns run in 2010 - offering deeper discounts than can be found in circulars or other online avenues. Multi-offers are also expected to rise because they fared well over the 2010 holidays; multi-offers are usually a discount (10% off, for example) paired with free shipping. And don't expect the use or distribution of coupons to slow over the holidays. Experian CheetahMail's report indicates that both printable and online coupons will likely to in use over the holidays as consumers look for better deals.

Not all of the email volume will be about sales or deal offerings, though. Many email providers have begun remarketing campaigns, offering etailers better access to ecommerce tools re-engage shoppers. The Listrak and Lyons Consulting partnership is the latest; through the partnership brands will be able to target ecommerce-based email messages to consumers who have clicked through but not purchased, who have abandoned a shopping cart or other actions.

Social media and mobile ad options are also expected to get heavy ecommerce play from brands throughout Q4 2011.

Tags: email forecast, email marketing, email messages, email trends, Experian CheetahMail, Listrak

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.