The National Retail Federation's data continue to show that spending is going up this year, especially online and driven by digital efforts. Email marketing particularly plays a large part, and retailers need to stay on top of keeping their lists clean and fresh to protect their sender reputation and deliverability.
Some startling stats for the 2016 holiday season:
- 92% of holiday shoppers buy online.
- The projected increase in non-store sales for this year's holiday season is 7 – 10%.
- 27.3% of orders are driven by email marketing on Black Friday.
- 41% of online shoppers buy from a new retailer.
Overall, the numbers continue to increase in the online space, which is great news for marketers.
Top Email Marketing Days You Shouldn't Miss
Although Black Friday and Cyber Monday have come and passed, there is still a lot of revenue to be made in December. Codeless Interactive actually put together a great top email days guide for the holiday season, which breaks each revenue period into chunks:
- 2 Days before Thanksgiving
- Thanksgiving Day
- Day After Thanksgiving
Cyber Monday Chunk
- Cyber Monday
- 2 Days after Cyber Monday
- 4 Days after Cyber Monday
Green Monday Chunk
- Green Monday (2nd Monday in December or last Monday with at least 10 days before Christmas)
- 1 Day after Green Monday
- 3 Days after Green Monday
- 7 Days after Green Monday
Have you seen any other days with extremely high success rates during the holiday season?
Make Your Emails More Appealing
Sending your emails out on the right days is one thing; making sure they're appealing is a whole other story.
NeverBounce provides some great tips for “making your emails sway and sell”:
- Ensure the experience is optimized for mobile as well. Make it a seamless shopping experience for any type of shopper.
- Get emotional this holiday season; don't be afraid to pull at those heart strings.
- Email and social play off of each other. Is the messaging consistent and are you using them to promote the other?
- Segment users effectively! This is so critical to seeing higher click-through and open rates.
- Timing is everything. Highlight those shipping terms and options to get subscribers to buy sooner and more frequently.
- Include consistent calls to actions throughout your email. Tell the user what to do.
- Measure, refine, repeat. Email marketing isn't worth doing if you aren't measuring the results to see what's working and what's not.
Stay on Your Subscribers' Nice List
What we love most about NeverBounce is their email verification, which we use internally for our clients and partners. Their #1 tip for any holiday email campaigns this season is to keep you lists clean! And for good reason.
Stay on your subscribers' nice list by opening a free account with NeverBounce and analyzing your list. A clean list keeps the spam away: