Email and mobile have been major players this holiday season, and columnist Jordan Elkind discusses what this means for marketers.
It’s been a big holiday season so far for online shoppers, with over 20% growth in sales this year vs. the holidays in 2013 according to the Custora E-commerce Pulse.
But knowing that sales are up isn’t nearly as interesting (or useful) as knowing what’s different about holiday shopping habits and what those differences mean for online stores for the rest of the season and beyond.
Read on for three ways that email and mobile have come to the fore of Holiday 2014 and what their prominence means for marketers.
The data for this analysis comes from the Custora E-commerce Pulse, which tracks the U.S. e-commerce industry based on aggregate data from over 100 U.S. retailers, $40 billion in transaction revenue, and 100 million shoppers. Full disclosure: Custora is also my employer.
1. Email Marketing Is A Major Driver Of E-Commerce This Holiday Season
Black Friday e-commerce revenue was up 20.6% compared to last year’s retail holiday, and email marketing was responsible for driving 27% of those purchases this year.
This gave email the highest percentage compared to other paid marketing channels, beating out the typical leaders organic search and paid search (which drove 19% and 18.5% of Black Friday online sales respectively). Email was also the leading channel on Cyber Monday, sparking 24% of orders.
3 Ways Mobile Shopping & Email Marketing Help Win The Holidays & Beyond
