As Economic Concerns Grow, Retail Marketers Must Act Now to Plan Successful Holiday Email Marketing Campaigns
2008-08-07 09:42:00
As Economic Concerns Grow, Retail Marketers Must Act Now to Plan Successful Holiday Email Marketing Campaigns
As Economic Concerns Grow, Retail Marketers Must Act Now to Plan Successful Holiday Email Marketing Campaigns
Bronto Software Urges Retail Marketers to Establish Trust With Customers, Test Campaigns and Re-Mail to Maximize Revenue From Email Marketing
DURHAM, NC–(EMWNews – August 7, 2008) – Today, Bronto Software released holiday planning
advice to help retailers maximize holiday revenue with email marketing
campaigns despite the current economic situation in the United States.
With the holiday season fast approaching and increasing revenues top of
mind, Bronto Software executives urge retail marketers to act now and
develop email marketing plans this summer. According to Bronto Software,
establishing trust with customers, testing campaigns and re-mailing are key
to cutting through the competitive noise and increasing ROI during the
holidays.
Today’s economy, gas prices and other factors are expected to contribute to
more online shopping this holiday season than ever before. A recent New York Times article points to decreasing in-store sales and
increasing online sales for major retailers, including Gap, Victoria’s
Secret and J. C. Penney. Considering that commercial email volume
increases dramatically between October and December, Bronto Software
advises that marketers establish trust with their customer base now, and
secondly, deliver extremely relevant and useful email offers in order to
engage with this increased online audience.
According to a 2007 report from the Email Sender and Provider Coalition
(ESPC), 75 percent of consumers based their decision to open or delete a
message on the “from” and “subject” lines. With trust a key factor in
getting marketing messages noticed, clicked on and read, Bronto Software
advises retailers to pay attention to frequency and permission best
practices.
“The opportunities to reach and engage shoppers online are more promising
this holiday season than ever before,” said Susan Wall, director of
marketing for Bronto Software. “However, with the increase in online
shoppers this holiday season, it’s important to remember that drastically
increasing the frequency of email marketing messages isn’t necessarily
recommended, since it can lead to broken trust or reduced relevance.
Retail marketers should keep in mind that they should probably re-establish
trust and permission if longer than one month’s time has passed between
marketing messages.”
As is true for any time of year, testing email campaigns helps marketers
identify the messages, subject lines, layouts, timing and other factors
that affect campaign performance and customer satisfaction. With numerous
opportunities to engage with consumers through email, the holidays are the
perfect time to gain valuable insight into customer preferences that can
carry retailers through New Year’s and beyond.
Re-Mailing = Relevance and Revenue for Baby Supermall
To increase the relevance of campaigns, Bronto Software urges retail
marketers to take advantage of email tactics such as re-mailing, triggered
messaging and campaign optimization. Re-mailing gives senders a “second
chance” to reach their customers by automating slightly tweaked versions of
the original offers, sent only to those recipients who did not open the
first time. One of Bronto Software’s retail clients, Baby Supermall,
recently achieved a 150 percent increase in revenue through re-mailing, and
on average their re-mails generate up to 50 percent of the revenue that was
generated from the initial email.
“Re-mailing with the assistance of Bronto Software will certainly be
incorporated into our holiday email marketing campaigns for 2008,” said
David Suby, vice president of IT for Baby Supermall LLC. “It allows us to
exercise control over the factors that lead to email messages not being
opened and to hit our customers with the right message at the right time.”
For more tips on holiday email campaign planning, visit:
http://bronto.com/knowledge/whitepapers
About Bronto Software
Bronto Software provides successful email solutions to more than 750 online
retailers, interactive agencies and marketing departments around the world
including Trek Bicycle, Johnson & Johnson, Duke University, Shopatron,
Discount Dance and Blooms Today.
Bronto Software offers extensive reporting, unparalleled deliverability
through a partnership with Return Path and seamless integration with other
online channels. Founded in 2002, Bronto Software remains dedicated to
helping its customers become better email marketers by delivering proactive
customer support and educating clients on email marketing best practices,
standards and tactics for success. For more information, please visit
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