Listrak Releases Email Marketing Predictions for the 2017 Holiday Season

Focus on tailoring the experience to each shopper by using customer data. Those personalized messages increase the likelihood of a sale. -Listrak CEO Ross Kramer

Listrak, an independently-owned digital marketing platform, has predicted seven key trends set to impact the North American consumer market, retailers and brands this holiday season.

“Many retailers have already started to ramp up their email deployment schedules, which is a key tactic to making the all-important Q4 year-end revenue goals,” said Listrak CEO Ross Kramer. “However, it’s important to remember that just sending more emails alone isn’t a strategy. Consumers are bombarded with email messages this time of year, so you really need to consider when and what to send.”

Listrak saw 2016 holiday email volume increase 38.5% over 2015, and is expecting another double digit increase this year. The company reviewed the sending patterns and online traffic for more than 1,000 retailers during the 2016 holiday season, and has the following predictions for 2017:

High Revenue Impact: Overall, email has a high impact on holiday revenue. Sending as many as four additional emails per month provides a huge revenue boost, marking a return of $59.26 for every dollar spent.

Give Thanks for Dark Stores: Many retailers, including Costco, H&M, Ikea, Marshalls and HomeGoods have touted their remaining closed or operating on limited hours Thanksgiving Day, with some also remaining closed on Black Friday. Dark stores may mean increased site traffic, so capture it by sending multiple emails on those days.

After Dinner Deployment: Adding an evening email to the deployment schedule will take advantage of site traffic spikes after dinner.

All Day Long: Sending multiple emails at various…

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