Marketers Ditch Email Best Practices During Holiday Frenzy According to New Industry Survey from Selligent and StrongView

(REDWOOD CITY, CA, BRUSSELS, BELGIUM), DECEMBER 16, 2015 – StrongView, a leading provider of enterprise email marketing solutions, and its parent company Selligent, a leading provider of omnichannel marketing solutions, today announced the results of its annual holiday marketing survey. The "Selligent & StrongView 2015 Holiday Email Marketing Trends Survey" polled 295 email marketers and found that the vast majority plan to focus primarily on promotional messaging and basic tactics during the 2015 winter holiday season. Sixty-three percent of marketers selected promotion of sales and discounts as their top program for the holidays; 80% listed it as one as one of their top three programs.

Cyber Monday has become so competitive and noisy that marketers have largely abandoned other email best practices in favor of promotions. Both cross-sell and product recommendations earned distant second and third places with less than 10% of marketers selecting either program as a primary focus. Surprisingly, given the retail focus of holiday marketing, only a fraction of marketers listed core programs like cart abandonment (23%) and post purchase (26%) as one of their top three areas of focus during the holidays.

Advertisers do plan to use some targeting to improve the performance of their promotional messaging. More than one third (39%) of marketers listed segmentation and targeting as their top tactic for the holidays, while more than half (56%,) listed it in their top three planned tactics. However, few marketers listed more advanced tactics like open-time personalization (21%) offer testing (21%) and video in email (11%). Additionally, only 38% listed "using more data to improve relevancy" as one of their top three tactics.

More than a third cited “increasing subscriber engagement” as their primary goal for 2016 and plan to use such tactics as mobile app push marketing and location-based mobile messaging to do so. In fact, nearly a quarter of marketers (24%) already use location data in their email programs.

“Marketers are falling into the trap of shouting to their customers to be heard over the noise of the frenzied holiday season,” said Andre Lejeune, CEO of Selligent. "They are missing the opportunity to use the holidays to build relationships with customers by being more relevant than their competitors. Marketers that align their holiday email activities with their longer term strategic goals will get the most bang for their buck.”

Email is a strong and growing marketing channel. Half (50%) of email marketers in the survey report that they increased their email marketing budget for the 2016 holiday season compared to only 1.5% percent that are decreasing their spend (the rest plan to stay the same.)

Survey Infographic:

Dive into the 2016 Marketing Trends Survey with an infographic highlighting key results.

Survey Data:

View the full results of StrongView’s 2015 Marketing Trends Survey.

About Selligent

Selligent is a global marketing automation provider that powers audience engagement programs for nearly 700 leading brands in retail, financial services, automotive, publishing and travel with an omnichannel marketing platform that includes best-in-class email capabilities.  The solution empowers brands to create meaningful omnichannel communications across email, site optimization, social, mobile and customer care at a competitive price point that makes Selligent the best value in the market.

The platform uses rich data analytics to provide 360-degree audience insights and offers customer journey mapping capabilities to deliver optimal audience engagement to customers and prospects alike. Serving brands in 19 countries across both Europe and the Americas, Selligent works with companies ranging from the mid-market to large enterprise, often partnering with its extensive network of agencies and MSPs.

Selligent has offices in San Francisco, Boston, New York, London, Belgium, Paris, Munich, Barcelona and Australia.

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