Benchmark Email – Post-Holiday Marketing: Email Lessons Learned from Cyber Monday
By: Benchmark Email
With Christmas over and done with, we’re already looking towards the holidays yet to come. And what better way to analyze holiday marketing than to take a brief look back at last month’s Cyber Monday extravaganza? As Cyber Monday wrapped up, the digital marketing community finally got a chance to sit back and analyze their results. By taking a look at the numbers, the kickoff to the holiday season was a huge success for retailers.
According to an online retail benchmark study conducted by IBM, Cyber Monday 2011 outpaced the Black Friday that fell just a few days before it by 29.3% in terms of sales. In comparison to the same Monday in 2010, its performance was up by 33%. That one day alone brought home well over $1 billion in sales. With numbers like this, it is easy to see why John Squire, Chief Strategy Officer of IBM’S Smarter Commerce division, hailed Cyber Monday as the clear cut victor of the 2011Thanksgiving shopping season.
Retailers relied on a host of tactics to drive their promotional efforts, and many decided that email would be the workhorse to carry them to the finish line. Who were the winners and losers? While all that is still being determined, there are a few important lessons that have been learned from Cyber Monday.
Email Marketers Weren’t Prepared for Mobile
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