Email volume should hit record highs this holiday season, according to a prediction by Listrak, the provider of a digital marketing platform.
Email marketing volume rose 38.5% in 2016 compared with the prior year, Listrak says. And the firm expects a double-digit increase this year.
Based on this projected upsurge, Listrak offers the following email marketing tips:
Email produces high revenue impact overall — Sending four additional emails per month can produce a revenue boost, and a return of $59.25 for every dollar spent.
Give thanks for dark stores — Costco, H&M, Ikea, Marshalls, HomeGoods and other retailers are remaining closed or observing limited hours on Thanksgiving. And they are touting the fact. This could mean increased site traffic. Listrak recommends sending multiple emails around that day.
After dinner deployment — Add an after-dinner email to the deployment schedule to leverage evening site traffic.
Email all day long — Sending multiple emails throughout Black Friday to engage consumers who shop all day long.
Keep going on Cyber Monday — Send two or even three emails on Cyber Monday — shoppers are looking for deals throughout the day. Listrak reported a 42.4% increase last year over cyber volume in 2015.
Email all week — Don’t stop on Cyber Monday. Keep your campaigns rolling through Cyber Weekend — and the following week. According to Listrak, 27% of shoppers start their Christmas shopping in the first two weeks of December.
“Many retailers have already started to ramp up their email deployment schedules, which is a key tactic to making the all-important fourth-quarter year-end revenue goals,” states Listrak CEO Ross Kramer.
He adds that “just sending more emails alone isn’t a strategy. Consumers are bombarded with email messages this time of year, so you really need to consider when and what to send.”