Email marketing is a necessary tool for holiday business

Email marketing is a necessary tool for holiday business

As the holidays grow closer, people of all ages are starting to wonder what they want to give their loved ones as gifts. Fortunately for retailers, this is a large market that can be easily attracted from the safety of their own inbox. A well-planned business email marketing campaign could mean the difference between a holiday sales rush or a fiscal flop.

According to a recent report from Internet Retailer, many email marketers have doubled their output from November to December in an effort to draw more buyers to their stores online and at the mall. After signing up for the email lists from 843 of the top 1,000 online merchants with available newsletter registration, Internet Retailer saw 3,559 emails in the first 12 days of the month. Despite not providing any shopping history or unique customer information, the news source saw an average of 6.88 messages from each business.

"Open rates have increased by about 20% from the norm," Melina Ash, co-founder and chief merchandising officer of NoMoreRack.com told the news source. "We've seen a particular increase in traction when we release door busters." The holiday season is a busy time for retailers around the globe, but this applies especially to the world of ecommerce."

How email marketers can get more from their efforts
While the Internet Retailer study showed that many online vendors are opting for heavy volumes of advertising to reach more customers, a recent report from MediaPost suggested that email marketing needs support from other aspects of business in order to reach its highest potential. The advantages of using email as a marketing tool are undeniable – by including brand names in confirmation emails retailers saw a 7 percent sales increase this past quarter – but businesses cannot overlook other important factors such as well-managed inventory and fully-prepared IT.

MediaPost referenced an Experian Marketing services Q3 benchmark survey that found consistent increases in the volume of email marketing rose by 12.7 percent from last year. Despite the spike in marketing efforts, click rates on ecommerce channels fell 57 percent, a figure that has businesses scratching their heads. MediaPost pointed to a lack of preparation on the part of retailers who do not have enough extra inventory for their online stores or IT departments who can't keep up with the increase in web traffic.

Before barraging customers with email offers and updates, retailers need to make sure they have their business fundamentals in place.

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