2009: Challenge & Opportunity

The economic challenges of 2008 inspired some unique approaches for email use, including the dramatic increase in frequency and wide use of negative append strategies. As a recipient, I was barraged with emails the last three weeks of the year, with some companies moving from twice a week to twice a day and many senders landing in my junk folder.

Most emails were deal driven, offering an average of 30% off and some instances of 85% or 90% discoun…

The economic challenges of 2008 inspired some unique approaches for email use, including the dramatic increase in frequency and wide use of negative append strategies. As a recipient, I was barraged with emails the last three weeks of the year, with some companies moving from twice a week to twice a day and many senders landing in my junk folder.

Most emails were deal driven, offering an average of 30% off and some instances of 85% or 90% discounts (with conditions.) Other popular offers included free shipping, free accessories, coupons for future purchases and loyalty points to incentivize recipients.

Now that we’re out off the holiday season, the tempo of emails has slowed down and discounts have leveled off… but the previous weeks have sparked new challenges. The recipient is now more aware of where the deals abound, they have learned that the same items are available from many merchants and they know they can get away without playing full price. These will be the biggest hurdles for the year ahead.

The greatest potential will be to connect with your recipients through preference-based marketing; thankfully those extra emails provide tons of open, click and (hopefully) conversion data.
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