september 18, 2020

Essence of Email Weekly - Brace yourselves for the biggest shopping season

Retailer giants including Walmart, Target, and Home Depot have announced that all of their stores will close for Thanksgiving 2020, so the usual mad dash for deals will move online. This means eCommerce is likely to be on fire this holiday season!

This year has been full of surprises and the last quarter will be no exception. eMarketer recently discovered that US consumers have postponed their major spendings. People say they're buying fewer clothes and new electronic devices, and going on fewer vacations until the world is "back to normal".

And still, here we are, expecting the biggest boom in eCommerce sales this holiday season. How is that possible?

As per ClickZ's key insights article published in August, consumers are anxious and they expect brands to comfort them with sales and promotions. Luckily, this holiday season, they're likely to get plenty of that. Plus, as App Annie's data has predicted, we might see Android devices surpass one billion hours on shopping apps – which is a 50% increase from last year's Q4.

For now, we can only make predictions and see what happens. And in case you're relying on email marketing this holiday season, make sure you're prepared. Here's our email marketing holiday checklist to help you get ready.


The new normal of back-to-school shopping

It's also back-to-school time again! But this year, things are looking a little different.

ACI Worldwide analyzed hundreds of millions of eCommerce transactions from global merchants and revealed the following: the sales of back-to-school items increased by 56% from January through August 2020 compared to the same period in 2019. Meanwhile, global eCommerce transactions increased by 24% this August compared to August of last year.

These increases are expected "as students and families face the new normal this fall," says Debbie Guerra –Executive Vice President of ACI Worldwide. Guerra adds that there's an increase not only for in-home educational items but that "clothing merchants have seen an increase in school and college wear purchases for those planning to attend school in-person."

While we're here, take a look at our article about email marketing for customer retention. When these back-to-schoolers need new stationery, you'll be there to remind them.


More fun for consumers!

As shoppers continue to move towards eCommerce, brands are searching for new ways to impress their consumers and to make the shopping experience more fun. Want to try our nail polish without leaving the house? Sure! Want to see how you look in those jeans via your computer screen? Absolutely!

Everything is possible with AR (Augmented Reality) technology, which is why it's becoming so popular with major eCommerce companies and their consumers. According to a recent consumer survey by Vertebrae (you'll need to fill out a short form to get the full report), AR for eCommerce improved purchase confidence for 76% of consumers.

One of the first companies to help eCommerce brands try out the new technology is Snap Inc. – one of the best-known AR companies in the world. But what differs from their usual fun and creative Snap filters is the new functionality.

Using the new tech, items can be mapped onto a body part or into an environment so that shoppers can visualize the item in real life.

There's more: Recognizing the value of AR for eCommerce, NexTech, an emerging leader in augmented reality for eCommerce, acquired a fast-growing Amazon eCommerce software platform Next Level Ninjas. Now NexTech will be able to tie its AR offerings for eCommerce together, creating a complete AR eCommerce ecosystem. For more details, check out the full story on Martech Series.

A finding that really makes us happy: Even with new technology, email marketing is the most popular channel for many brands, according to dotdigital's report (this report will also be available after you fill out a short form). 93% of brands still send out personalized welcome emails. The great news is that we can help you step up your welcome email game.


Doesn't it just make you want to get some zzz?

Working long hours, going to bed late, getting up in the afternoon, sitting around all day, and eating poorly – all of this definitely won't help you get a good night's sleep.

But what will, you ask? To answer this question (and to get their customers to buy a thing or two) Casper designed this pretty email, or a "Snooze Letter", as they call it.

In the first section, they offer tips on how to reset your sleep schedule through an engaging copy and a simple, but cute, design. This leads on to Casper's products. The zig-zag layout helps you navigate the recommendations quickly and jump to the website if something catches your eye.

Our verdict: Minimalism and simplicity can do wonders when combined with good taste and careful design. And Casper's email is a great example.

If you're searching for your email style, our copywriters and designers are at your service – just drop us a line.


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