E-mail marketing is one of the best ways to get consumers to click through to an e-commerce site, and that is never more true than during the holidays. Many e-retailers step up the e-mail marketing game during the holiday season.
12 of the Top 500 e-retailers sent more than 50 e-mail marketing messages during the holiday season in November and December, according to an Internet Retailer analysis. Others relied less on e-mail. For example, Walmart.com (No. 4) sent only 12 e-mails during the holiday season.
Here are the 12 e-retailers who sent more than 50, their Top 500 rank and the number of e-mails they sent:
- Living Social Inc. (No. 155): 95
- NoMoreRack.com Inc. (No. 95): 93
- Jewelry Television (No. 195): 80
- RueLaLa.com (No. 81): 74
- Real Real Inc. (No. 295): 69
- Sur La Table Inc. (No. 303): 63
- Groupon Goods (No. 44): 61
- One Kings Lane (No. 99): 61
- Rakuten.com (No. 46): 57
- Forever 21 (No. 320): 52
- The Yankee Candle Co. Inc. (No. 397): 51
- Beyond the Rack (No. 169): 50
Jewelry Television, which sent 80 e-mails messages last year, had such success with that e-mail marketing program that the retailer plans to send different promotional e-mails on 50 to 60 days in the final two months of 2014—nearly every day in November and December. And on some of those days the retailer may send multiple e-mails to customers throughout the day reminding them of limited-time sales, the company told Internet Retailer.
In 2013, Jewelry Television created promotions that weren’t related to heavy online marketing days—Black Friday and Cyber Monday—and found those could boost traffic and sales.
Jewelry Television has also fine-tuned the time it send e-mails and reminders. The retailer found afternoons are the best time to send messages, and a customer who responds to a promotion in the morning won’t receive a reminder in the afternoon, says Craig Shields, vice president of e-commerce.
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