Email is an important tool for increasing your online traffic, as well as sales— especially on key promotional dates such as Cyber Monday and Thanksgiving weekend. Studies have found that consumers are more receptive to marketing influence on these big promotion days.
More than half of online buyers learned about Cyber Monday deals from online retailer emails. Other ways of learning were, “I visited the site directly,” “Facebook, Twitter, or other social network,” and “on my mobile phone.” 45% of online shoppers during Thanksgiving weekend agreed with the statement “I shopped online instead of in stores because the deals were better online.” (Source: Forrester/Bizrate Q4 2010 US Retail Holiday Online Survey)
Another study by Forrester found that a large percentage of transactions on key dates started with email as opposed to a search engine. Of all purchases made on Cyber Monday 2010, 31% started with an email and 15% began with a consumer using a search engine. On Thanksgiving weekend, 26% of purchases started with email as opposed to 14% with a search. On days surrounding holidays, 22% started with email and 17% with search.
These findings highlight the importance of email marketing; during holiday season when web commerce peaks it is important to have every advantage possible. Don’t neglect your customer email list! Keep your list scrubbed and keep a good rapport with your customers. You won’t regret it when the holiday season comes around and you want to increase sales.
Check back in tomorrow when we look at how consumers perceive price.
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