What Will You Get for Christmas? A Stocking Full of Email.

Published on October 17, 2011
by Tricia Duryee

Email marketing is expected to rise 15 to 20 percent this holiday season, and so far, it’s already increased 17.5 percent over last year, according to a recent study.

Experian CheetahMail client data indicates that as part of the retail push, marketers will be sending coupons and offering deep discounts, such as 10 percent off or free shipping, as the shopping frenzy ramps up.

Email has proven to be a very effective channel, especially for new local commerce providers, such as Groupon and LivingSocial, and flash sales sites, such as Gilt Groupe, Rue La La or ideeli. But already some critics are using the words “deal fatigue” to signal that consumers are growing tired of seeing offers in their inbox.

While the study didn’t mention those sectors specifically, it found that one of the big contributors that has ramped up e-marketing since last year was the travel sector, growing by 126 percent, followed by media and entertainment at 77 percent.

In addition to pushing offers, Experian said, it was also trendy for the emails to link to social media, including Twitter and Facebook, and carry mobile-specific features, such as QR codes.

[Image via eyeidea/Shutterstock]

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