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Unwrap Last-Minute Holiday Sales
Use Email to Reach Shoppers at the 11th Hour
While most consumers have already either exchanged holiday gifts or have their presents wrapped and resting neatly under the tree, there is still a large portion of the population that waits until the very last-minute to complete their holiday shopping list. According to the National Retail Federation’s 2007 Holiday Consumer Intentions and Actions Survey, 19.4% of men had yet to begin their holiday shopping, while only 13.7% of women had yet to start and 17.6% of young adults 18-24 still haven't crossed items off their gift list.
Typically made up of indecisive purchasers, bargain hunters, or plain old procrastinators, this audience can be influenced by last-minute promotional emails. Just adhere to some of the following tips to ensure your year ends on a joyous note.
- Stress urgency. With marketers sending a record number of promotional email messages this season, consumers have seen it all. Be sure to tailor your message to speak to this unique buying audience. Highlight “last chance at savings” and call out “last-minute opportunities.” These consumers know they have precious little time to act.
- Rely on previous purchase history. If you are marketing to past customers, review what they bought and when they made their last purchase. Recommend items similar in style and price.
- Decorate your transactional messages. Just because a consumer has made a purchase or signed up for something in the past few weeks does not mean they have fulfilled their holiday wish list. Make sure to leverage the open power of transactional messages and include up-sell and cross-sell promotions.
- Offer several payment options. Make it as simple as possible for consumers to make a purchase. The holidays can be tight for many, and the last thing stressed-out shoppers need to think about is making payments. Offering various payment options including monthly payments and a bill-me-later option can help increase last-minute conversions.
- Award last-minute shoppers for their patience. Make consumers feel like they are getting exclusive last-minute deals. Your subject lines should acknowledge this.
- Let consumers know products will be delivered. Always stress that shipping can be guaranteed by a certain date. If it really comes down-to-the-wire and you can send them to a brick-and-mortar store, be sure to include a printable in-store coupon or discount card.
 Datran Media & OgilvyOne Worldwide Partner to Help Brands Monetize Their Email Marketing Programs
Live Webinar Offers Valuable Insight for Hundreds of Registrants
Earlier this month Datran Media’s vice president of market strategy, Dave Hendricks, and Jeanniey Mullen, senior partner at OgilvyOne Worldwide and the founder of the Email Experience Council, teamed up to help marketers discover the information needed to improve campaign results, increase brand awareness and generate greater acquisition and revenues from the email channel. Over 1,200 marketers across multiple industries signed up for the 60-minute webinar.
As part of the live interactive presentation, Norman Miglietta, director of Turner Sports New Media, who spearheaded NASCAR.com's two time award winning TrackPass Scanner campaign, joined our panelists to share his perspective on the ROI of email marketing and how it drives revenue for Turner Sports' leading racing enthusiast brand. Through research and case studies from the nation’s top experts on the subject, participants walked away with a better understanding of how to monetize their own email marketing programs.
If you were unable to join us for this complimentary webinar, it is not too late to listen and review the entire archived presentation. Click here to access it now.
For the past year, Datran Media has enjoyed answering all of your questions. But this time around we’d like to flip the switch and ask you a question. With 2008 right around the corner, we’d like to hear some of your predictions for what 2008 holds in store for the online advertising industry.
Send us some of your 2008 predictions, and we will print them in next month’s issue along with some from our own industry experts. Here’s to a happy and prosperous New Year!
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"As retailers ramp up for the biggest shopping event of the year, the holiday season, their readiness to address today's cross-channel customers' expectations could decide their success. The cross-channel experience has created today's 'spoiled consumer,' and it raises the bar for every retailer."
-Jim Bengier, global retail industry executive, Sterling Commerce
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| 67% of the online retailers tracked by RetailEmail.Blogspot sent at least one promotional email on Cyber Monday, making it the biggest email marketing day of the year to date
-RetailEmail.Blogspot, 11/29/07
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Email Evolution Conference
February 12-12 | 2008
San Diego, CA
Join Datran Media’s chief privacy officer, Quinn Jalli as he addresses compliance issues during a workshop entitled “Email Compliance: It’s Safe to Go Back in the Water.”
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Datran Media's 2nd Annual Marketing Survey is Still Open
Take the Survey & Enter to Win!
Each year, Datran Media conducts an annual marketing survey to capture insights from marketers around the globe. With the New Year rapidly approaching, Datran Media is interested in learning how you will utilize email and other online marketing channels in 2008 and what your experience using these channels has been like so far.
Take our 2nd annual marketer survey and enter to win! We will pick one lucky respondent at random to receive a $300 American Express Gift Card. All participants will receive the highlighted results.
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Stay ahead of the latest email marketing news and happenings everyday. From delivery to privacy, Datran Media brings you the hot topics of the day to keep you informed and help you constantly outperform your marketing goals.
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