What’s the most valuable holiday marketing channel? The answer varies from business to business, but one tactic stands above the rest: Email. According to a survey from MailChimp, 44 percent of companies expect somewhere between 10 and 24 percent of their total holiday revenue to be a direct result of email marketing.
At first blush, this might seem surprising, but it actually makes a lot of sense. During the rest of the year, email is a marketing superstar, and some brands consider it 40 times more effective for driving new business than social media. So it’s naturally going to account for a lot of new leads and prospects when economic activity has increased.
But it may also be a part of successful strategies because it cashes in existing chips. We’ve found that the success rate of reaching out to past customers is somewhere between 60 and 70 percent, while the number for new faces is between 5 and 20 percent. And if there’s a time of year when nurture campaigns and email calendars should be made to pay off, it’s the holidays.
Here are some other resources that demonstrate the value of email marketing:
• Dynamic email marketing builds loyalty, drives leads [data]
• Email marketing is the best way to reach affluent buyers online
• For email marketing, relevant content counts [study]
