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Cyber Monday Isn't Over Yet

posted by Melanie DAcchioli @ Monday, November 30, 2009 - 4:38 PM
Today is the day when retailers typically send the most email marketing messages of the year- Cyber Monday. With some industry doubt over whether or not online sales will come through as big as retailers are hoping for this year (according to the chairman of comScore), you should expect to see a ramp-up in email marketing strategies not just today, but on all four 'Echo Mondays'- the first four Mondays in December- as well. According to the Retail Email Blog, these four Mondays are when consumers are most receptive to email marketing messages. In fact, the blog states that last year, Mondays were the most popular and successful day of the week among email marketers in all of the fourth quarter, not just in December.


In addition to picking the best day of the week to lure in potential online holiday shoppers, email marketers are trying some new strategies and tactics for 2009. New research from SLI systems suggested that adding features like site search to emails, or including videos with user reviews, can enhance the email's appeal to a consumer. Integration of new technology into email marketing is an important tool that email marketers must embrace to really get through to consumers this holiday season. With so much clutter in the marketplace, in order to break through to the consumer, a retailer needs to show something tech-savvy, fun and unique that will catch someone's eye over just any other email filling up his or her inbox.


According to SLI Systems' "2009 E-Commerce Customer Experience Survey", 35% of online businesses plan to increase their budget in preparation for the holidays, in the hopes of capitalizing on the biggest shopping season of the year to generate positive ROI. It is even more crucial in this regard that marketers begin thinking more outside the box with email strategies. A retailer's house email list could be its single greatest asset- what more could you want than an arsenal of people who have already shown interest in your products??

An additional email strategy that should be big this year is the integration of social media with email marketing. In an April 2009 study from Ball State University, the Email Marketer’s Club and ExactTarget found that only 13% of email marketers were integrating social media into their campaigns. However, 46% of them intended to do so this year.

"While the global reach, rapid adoption and high engagement found in social media have email marketers salivating at the potential these environments offer to engage with customers and prospects, the real challenge is how best to facilitate meaningful interactions," said Morgan Stewart, ExactTarget’s director of research and strategy. This concept is what retailers are trying to capitalize on this year, to find the "sweet spot" where they can really get through to consumers in their favorite (and most influential) atmospheres.

So look out for some new and interesting emails on the upcoming 'Echo Mondays'. Anything breaking through the clutter for you? Share it with us!


Sources: http://www.marketingvox.com/email-marketers-combine-tactics-for-echo-mondays-045623/

http://www.webpronews.com/topnews/2009/04/22/integrating-social-media-with-email-marketing

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