Commentary

Email's Holiday Haul - It Was The Top Channel For Driving Purchases

Email was the leading channel in driving purchases during the recent holiday season. 

It influenced 28% of Gen X shoppers, 27% of boomers and 24% of Millennials, according to Consumer Psychology Unleashed, a study released Thursday by Wunderkind.  

Gen Z had a different channel list — 25% of learned toward banner or display ads. But 19% favored email and18% text messages. 

As for gender, 27% of men were more influenced by email, as were 22% of women. But 20% engaged with banner ads, compared to 27% of men.  

Shopping started last September for 22% of consumers, while 14% commenced in October, seeking early sales.  

Another 19% began their shopping in November, while 22% strategically waited until Black Friday or Cyber Monday, 17% waited until early December, and 6% tried to catch up only days before the holidays arrived.

advertisement

advertisement

Among generations, 78% of Gen Z delayed buying until Black Friday or Cyber Monday to secure deals, versus 48% of Boomers. 

Free shipping was the main lure for 75% of Boomers and 55% of Millennials. The shipping benefit was also prioritized by 64% of women and 58% of men. 

What can brand learn from these findings?

“Marketers should focus on refining their email and text campaigns with personalized, time-sensitive deals. 

In addition, visually engaging banner ads can be effective for targeting younger demographics. “

Another key takeaway is the importance of behavioral data all year round. 

“By analyzing this data, brands gain a significant advantage in creating highly personalized marketing triggers, ensuring relevance and resonance,” the study notes. “Email and text marketing remain critical tools for delivering these customized offers, particularly during high-stakes buying seasons.” 

 

Next story loading loading..