You probably don’t need a crystal ball to know that this year, holiday email will grow. A lot.
Experian Marketing Services’ CheetahMail predicts holiday email volume to increase up to 20 percent over last year. That’s a ton of email! We have seen volume increases of over 20% for both Q1 2011 and Q2 2011 compared to the same time in 2010. Given the pressure to sell during a challenging economic holiday season this year, we should continue to see increases even though companies are starting the season at higher volume levels than they had in the past.
Here are some other email trends that we will see for this season:
- Deep discounts
- In Holiday 2010, offers shifted in comparison to 2009. Email marketers were sending deeper discounts and multi-offers (such as, 10% off and free shipping) much more than the year before. In 2011, we expect those two tactics to be even more prevalent.
- Use of coupons
- Plenty of consumers still use printable coupons, and email marketers will make these offers very accessible and widespread. Remember that as much as we’re living in a digital age, not everyone has a smartphone, and not every retailer has the technology to scan QR codes or digital coupons quite yet.
- Links to social media
- Many brands post their deals on twitter and facebook. Holiday email campaigns are expected to display a wealth of content that keeps social deal-seeking and sharing top-of-mind for consumers.
- Mobile links and offers
- Links in email that display coupons or QR codes will surge. We’re becoming more mobile saavy by the minute, and the convenience it provides our customers also translates to more sales, and convenience of measurement, for us marketers.
Experian Marketing Services will be posting trends and tips throughout the 2011 holiday season on our blog so make sure to visit our site to find new ways to reach your audience and better understand consumer behavior.