Happy Cyber Monday!
Let’s jump right into the mature marketing stories that had people clicking and sharing. This week we look at the holiday shopping habits of boomers and how to stick out in the inbox. Have something to share? Please be sure to add it to the comment section.
MOST CLICKED: The holiday season is a time to gather with friends and family AND… for shopping. A PunchTab report exploring shopping trends was of great interest this past week. More than 1,100 were asked to share how they will approach their shopping this holiday season.
Key findings of the report included:
* Mature consumers plan ahead, with 34% reporting their shopping begins in November and 22% starting even earlier.
* 70% of seniors do not plan on using social media channels for their purchases.
* Smartphones are increasingly important when shopping, with 35% indicating they plan on using (though boomers and beyond responded with a slightly lower percentage than millennials).
MOST SHARED: This time of year it can be especially difficult for email marketers to rise above the swell of retail noise. With holiday emails beginning earlier and earlier (I received my first email for holiday shopping in August), it takes more than just a strong subject line to stand out.
A recent WhatCounts article reminds us that when shaping our email messages, knowing how your prospects receive your message is just as important as knowing what to say. The article shared key takeaways from a webinar of related content, noting that much has changed in how people choose to open their email messaging.
While many elect to scale back their email campaigns through the holiday season to make way for this flood, the article recommended a few things that can be done to make sure those emails you are sending make it to their recipient:
Google Analytics, your email marketing software’s reporting, and so on – you can drill into device- and operating system-specific information and use that to see where your customers “are,” which is to say how they’re contacting you and engaging with your content.
As the year wraps up it will become even more challenging to compete, use of mobile friendly messaging templates and testing your emails within multiple browser versions will help ensure a positive experience for all. Read the full article here.