Campaigns offering 10% and 20% off have decreased this year
Experian CheetahMail, a unit of Experian Marketing Services, noted that deeper discounts are being offered through email more frequently this year.
This holiday season the percentage of campaigns offering 50% off was up 30% compared with the same time period in 2010. Those campaigns offering 10% and 20% off have decreased.
The use of "50% off" keyword witnessed the biggest year-over-year growth, with a 30% increase. New to the top 25 keyword list this year is "30%," replacing the word "hot" from the 2010 holiday season. Also notable is that 16 of the top 25 subject lines include words that relate to offers or urge action by the subscriber, such as "Today," "Only" and "Now."
Other trends noted this season by Experian’s report, there have been more than three times as many campaigns with "Facebook" in the subject line so far this holiday season compared to 2010; flash sales continue to increase in popularity, with 31% more campaigns compared wuth this time last year; and similar to last year, mailings on weekends make up 17% of the volume and provide 22% of the transactions and 21% of total revenue.
Experian CheetahMail general manager Rachel Bergman said each year, email volume increases dramatically over the holidays and retailers are constantly refining their strategies to ensure their offers are top of mind with their subscribers.
"While discounting has been considerable, our customers are also sending more relevant and targeted content to their subscribers and in many cases have reduced email send volumes for ‘bulk’ emails year over year. The combination of great offers, great content, and mailing to engaged customers has yielded terrific results thus far," said Bergman.