Do we really pay attention to commercial emails and mails?

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This is the question that a study by Experian Marketing Services attempts to answer , analysing the effects of brands sending commercial emails during the holiday period (especially during Christmas).

This study took place in the following countries: Australia, China, France, Hong Kong, India, New Zealand, Singapore, Spain, the United Kingdom and the United States. In addition, more than 100,000 marketing campaigns launched by more than 1,000 international brands were studied.

Some of the main conclusions of the study include:

To capitalize on holiday gift buying, brands will need to increase the number of promotional emails they send to subscribers. If brands manage to maintain relevance in market tastes, they will be able to differentiate their messages and get subscribers to open their emails.
To increase relevance and encourage subscribers to buy their products, brands need to be present in the media. This presence (ideally through personalized emails) will allow brands to create greater engagement with subscribers when they receive their emails.
During the Christmas holidays (but also during the rest of the year), brands will develop marketing campaigns associated with events that have a special relevance in the lives of their subscribers, such as their birthdays. This will make the emails gain relevance among the many other emails that, especially during the holidays, will arrive in the subscribers' inboxes.
Regarding local holidays and events, brands should take into 11-digit phone number format philippines account the day and time at which they send their emails. These will vary in their impact depending on the country and even region.
Brands' offer strategies will have a different effect depending on the region and country. Among these promotions, customers will see it as an obligation on the part of brands not to charge them for shipping costs. For this reason, brands will be almost obliged to always offer it. Other modalities such as 2x1 or loyalty promotions are rarely used in many countries.

Emails as holiday shopping approaches

Every year, between October and December, brands from all over the world try to reach out to potential buyers with the intention of increasing their income by encouraging sales of their products and services. To achieve this, mass commercial e-mails are sent. This study aims, just before Christmas, the period of the year in which commerce has its highest level of income, to support companies that already have an international presence and are trying to increase it.

Today, large multinationals can maximise the effectiveness of their marketing operations by organising mass email blasts during the holidays. This allows them to reach a wider international market by using similar marketing email tactics in different countries. However, the results of this study indicate that, although holidays are celebrated in a very similar way in many countries, brands should also learn to use local events to communicate with their email recipients more effectively.

Depending on the level of maturity of each market, brands may have to consider that some e-mailing practices should not be common to all countries in which they are present. At the same time, large brands could make more use of their knowledge of the various markets. In this way, they could take advantage of the benefits derived from being the first to move. For example, they could integrate their social media strategies with e-mail sending. In this way, they could surprise and educate recipients who, in different countries, are not accustomed to these commercial tactics. In addition, brands would be able to capture the attention of recipients of these campaigns and increase the percentage of loyalty and commitment of their customers.