2 recent trends in email marketing for retail

2 recent trends in email marketing for retail

With the holiday season just around the corner, retailers may already be thinking about what kinds of promotions, offers and new products they'll be marketing to their email contact lists. Here are two of the most recent trends in retail email marketing for you to consider before you launch your next campaign.

Starting early
That said, don't spend too long considering them: The first trend is the early start date on which retailers are choosing to send holiday promotions. A recent study by Experian showed that 49 percent of marketers planned to get their campaigns in motion before the end of October. The survey revealed that marketers felt the best time to send their strategic emails was during the first two weeks of November. The planning stages started even earlier. June was the month of choice to start thinking about end-of-year marketing for 18 percent of respondents, while 69 percent said strategizing had gotten underway by August.

Perhaps careful, long-term planning shouldn't come as a surprise: Experian emphasized that marketers stand to gain more this holiday season than in many recent years.

"Our consumer confidence data shows it as the highest it's been since the recession, so we expect the early promotion trend to carry over into the holiday season with Black Friday deals being offered even earlier than last year," said Experian Marketing Services' General Manager of Global Research Bill Tancer.

Holiday campaigns should also prove to be sophisticated, as 83 percent of respondents said they planned to coordinate their efforts across a range of marketing channels.

Marketing to men
While much of retailers' efforts have traditionally been focused on marketing to women, that imbalance may soon be evening out. According to Forbes, men are becoming more conscientious about their appearance, and they're doing a good deal of their shopping online. It's hard to draw any other conclusion when Google searches of the term "pocket squares" have tripled since 2010, according to the source. The news source suggested that men like shopping on the Web in part because of the privacy, lack of time constraints and freedom from pressure it affords them.

Furthermore, a study by iProspect revealed that 70 percent of affluent men shop and research what they buy online, while 67 percent make purchases on a mobile device.

In light of these statistics, marketers might consider devoting a segment of their targeted email list specifically to male contacts, offering them promotions they can take advantage of from the convenience of the web or mobile browser.

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