Email marketing will likely increase during the holiday shopping season as email volume and ecommerce spending continue to grow.

Based on increased email volumes across its platform through the first half 2011, Experian CheetahMail recently reported that email marketing campaigns will increase as part of the holiday shopping season.

Ecommerce’s general success in 2011 has also contributed to estimates of greater email marketing activity. As email becomes a more common way for prospects to learn of a company’s offerings, ecommerce companies can augment their marketing campaigns with well-designed, informative email content that includes calls to action and engaging information.

Last holiday season, Experian reports that businesses paired discounts on products with waived shipping fees to encourage shoppers to spend online. This year, marketers might experiment with promotions and seasonal industry updates to drive demand for their products.

With any form of email content, Brafton recently reported that brevity is key in email marketing campaigns to increase the likelihood of prospect conversion. Shorter marketing copy included in email campaigns resulted in 100 percent more conversions than similar messages with longer content, MarketingSherpa found in a study.

News content marketing has also been a valuable element of email marketing campaigns. Businesses that produce original news content have found more prospects engage with email marketing campaigns when they includes articles regarding industry trends, rather than just promotional information.


Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.