Source: Ed Henrich, ClickZ, August 19,2010
The 2010 holiday shopping season is shaping up to be another tough one for retailers. The National Retail Federation (NRF) hasn’t published figures yet, but based on back-to-school sales, we may see a mild recovery for holiday 2010. This recovery will be led by e-mail marketing. Marketers have more channels than ever to send out promotions, but e-mail remains the linchpin of an integrated digital marketing program. Many retailers will see increases in attribution to e-mail, as marketers fine tune frequency and the most engaged customers get a greater number of relevant messages.
Consumers are once again predicting they will cut back on purchases and seek out more bargains and deal-sweeteners.
Marketers, too, have to think hard about where and how they spend their budgets and where they can get the biggest bang for their own bucks. E-mail again is the answer, because it continues to rule all other marketing channels for ROI (define) and remains the consumers’ choice for receiving sales and other promotions.