Trends in mass e-mailing and opportunities in e-mailing

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Among Western countries, there is a similar growth in e-mail sending throughout the month of December and up to Christmas Day. Then, and during the last week of December, there is a clear drop in volume. In the particular case of Spain, e-mail sending by companies begins to have a particularly large volume starting on October 12, a long weekend in Spain.

Another peak, particularly visible in email sending in Spain, is observed in the week of November 4, the middle of another holiday period between November 1 and 9. Brands take advantage of these days off to interact more with their customers. From this point on, volumes remain high from mid-November until Christmas week.

In the case of the United States, the Experian Marketing Services study has identified three key dates during which brands send out mass commercial e-mails: Thanksgiving, Cyber ​​Monday (the Monday after Thanksgiving and the day of online sales that kicks off the Christmas campaign). In the graph referring to e-mailing in the United States, a peak can be clearly seen in mid-November, in preparation for the Thanksgiving holidays, Black Friday (the day the US inaugurates the Christmas shopping season with significant sales) and Cyber ​​Monday. Then there is a slight drop in the volume of mailings that lasts until the beginning of December, when people start preparing for Christmas shopping.

Different types of holiday deals and marketing actions

Over time, consumers have become accustomed to 11-digit phone number format philippines receiving special offers during holiday periods. However, depending on the country, these same consumers will respond to offers in a very different way. In Australia, China and Spain, there are a large number of users who access the Internet constantly and therefore consume a high volume of goods and services during campaigns. In the case of the Spanish market, emails offering a percentage discount perform worse than conventional commercial emails… although those offering a percentage discount perform, in turn, better than those offering direct discounts of euros.

Depending on the country, discount emails, whether for a percentage or a monetary amount, work better than other offers related to the number of clicks on a particular company's website.

The study also concludes that if customers are receiving offers throughout the year, the company will have to differentiate the messages it sends during holiday periods. It will also be necessary for the company promoting an e-mail campaign to encourage purchases among its customers to make it clear that the offer it sends refers solely and exclusively to a specific period of the year.

Free shipping: what you expect… but not always enough

Although this is not common practice (yet) in Spain, internationally offering free shipping on orders is something that companies in online commerce often use. For this reason, when someone buys something on the web, one expects several things... among them not being charged for shipping costs. Manufacturers have come to the conclusion that providing this service increases their sales. However, they also know that, for this to be effective during holiday periods, they must also provide other benefits, such as discounts on purchases or gifts.

Spain is a special case in this regard, since free shipping is not something that is commonly used by companies in their e-commerce sales, even during holiday periods. However, the maturity of the market and the demands of customers mean that the demands for free shipping costs by customers are gradually growing. Because of this circumstance, many companies are even trying to be the first to offer this advantage to their buyers.

Buy one, get one (free). It's called BOGO (Buy one, get one)

One of the biggest discounts brands often offer is the ability to buy one item and get another free. In reality, it's similar to giving 50% off. Although this type of discount is commonly offered by many companies, the Experian Marketing Services study shows that the holidays are the ideal time to use this discount model, since consumers expect to get deals that they won't be able to find during the rest of the year.

Loyalty programs

Loyalty programs remain the most widely used form of commercial communication globally. These types of messages are sent to customers who are already included in the companies' loyalty files. This is done to encourage regular customers to consume. In this form of communication, companies include data that personalise the message, such as heading the text with the customer's personal name. The opening percentage of these messages in Spain is 20.2%, compared to the average of 18.1% in the rest of the countries included in the study.

The overall proportion of companies that activate loyalty programs during holiday periods is relatively low, even though such communications work well. Loyalty emails not only allow loyal customers to accumulate points for purchase