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Old 11-01-2010, 04:04 AM
Autumn O'Bryan Autumn O'Bryan is offline
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Default Marketing

Look to Christmas past for clues to 2010 marketing success

By looking back over past holiday seasons, marketers can better understand consumer behavior across a variety of channels. A recent report from Epsilon examines trends that retailers should heed in the countdown to Christmas.
by Helen Leggatt

Do you know which week of the year was best for reaching consumers last year? Or which day of the week attracted the better email conversion rates? If not, then perhaps you ought to have a look back at last year's figures and get to know the behavior of your potential buyers a little better.

Being prepared is a key driver of sales success over the holiday period. Knowing when, what and how to send messages to consumers will aid campaign development. Being able to forecast levels of response will allow better planning for website performance, customer service and stock control.

To illustrate what can be unearthed by going back over previous data, here are some key findings from Epsilon's Holiday Trend Report which is based on their analysis of the 2009 holiday season:
- Big ticket items were purchased early on in the season
- Email open rates were highest earlier in the season
- Email open rates in 2009 averaged 14.4% vs. 12% in 2008
- In both 2008 and 2009, sales peaked later in the holiday season compared to prior years
- For Online and Call Center/Mail Order, sales increased in the weeks leading up to Thanksgiving and reached their peak in Week 49
- Retail reached its peak closer to Christmas Day, in Week 50
- The use of "$" in email subject lines drove higher open rates than the use of "%"
- Tuesdays and Fridays were the heaviest email volume days and the peak revenue per email days
- Email delivered on a Friday attracted the highest opens, clicks and conversions.

"Early planning is the key to a successful holiday season. By synchronizing efforts across channels, marketers can create a seamless experience for customers," said Kevin Mabley, SVP of Strategic Services at Epsilon. "It is not just what you say, but where you say it and when."

August is looming, before you know it Cyber Monday will be upon us. Don't leave the discovery of vital marketing intelligence until it a time when it's too late to be useful.
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Old 11-01-2010, 04:07 AM
Autumn O'Bryan Autumn O'Bryan is offline
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10 top tips for maximising E-Commerce sales this Christmas
Oct 11, 2010

By Mark Simpson, Maxymiser

The convenience of home shopping, greater choice and preferential pricing available via the web, coupled with growing confidence in secure payments and robust returns policies, have changed buying behaviour so that many shoppers now prefer to complete their purchases online.

Yet, whilst e-commerce has been a booming business for a long time now, many online store experiences remain poor.

The sheer scale of online revenues being generated today by retailers, mean that these companiesí web strategies have now become business-critical.

At the moment too many websites are not user-friendly - from failing to include search facilities, to wiping clean forms if the customer goes back to a previous page, and numerous shambolic omissions in between.

The result is that customers are still being bounced around poorly put-together web sites in such a way that they are left dizzy and frustrated by the time they shut down their PC, with their basket still empty.

If e-commerce businesses are to maximise their online sales this Christmas then they need to be able to monitor customers and track their preferences as they move around their web site.

The use of multivariate technology now allows brands to test out thousands of slightly different variations in a live environment to see which yields the best results. By taking this approach, companies can deliver a better web experience which offers customers web page layouts, sequences and content that have been dynamically put together based on usersí demonstrated preferences.


1. Keep it fresh

Static websites donít perform as well at Christmas, so keep updating content and presentation in order to entice shoppers to spend more.

2. Test as you go

Live testing and iterative tweaking is the key to high conversion rates. Even subtle changes such as font size, colour and language can have a huge impact on revenues so keep testing different variations to see what yields the best results.

3. Get in the Christmas spirit

Customise your website so that it has a festive look and feel and clearly display the items most likely to sell at Christmas on the most popular pages.

4. Personalise your promotional messaging

Make sure that product offers, discounts and promotions are prominently displayed and have been personalised to match your customerís individual needs. By utilising personalisation techniques, you can effectively offer the equivalent of a bricks and mortar store where everything your customer wants to buy is easily located in one single aisle.

5. Up-sell and cross-sell

Make the right recommendations to consumers at the right stage of the buying process in order to maximise revenues. Consider Ďpeople who bought this also bought thisí suggestions, favourites and wish-lists.

6. Make it easy to buy!

If the registration, log-in and check-out processes on your website are too cumbersome then shoppers will simply give up and go and buy from one of your competitors instead, so thoroughly test and improve your forms.

7. Monitor customer behaviour

A one-size fits all website wonít deliver a best performing visitor experience. So use information you pick up about visitors to show targeted pages in session for your different audiences, and personalise these pages by adapting the content and items on display according to your visitorsí known preferences.

8. Make navigation easy

If shoppers are bounced around a website in such a way that leaves them dizzy and confused then they will leave with their basket still empty. Get the navigation basics right Ė for example, include a search facility, make the check-out page prominent, and make it easy for customers to jump between pages without wiping clean forms every time.

9. Get ready for the January sales

Many consumers are now spending just as much money in the New Year as they are in the build-up to Christmas online. Make sure you are able to hit the ground running in January with fresh content and product offers in order to stand out from the crowd. Remember to use live testing to help determine which offers have the most positive impact on your sales.

10. Keep them coming back for more

Incentivise shoppers to keep returning for more with Direct-to-Consumer offers and relevant products based on their buying history.
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Old 04-21-2012, 05:04 PM
kinkyzle kinkyzle is offline
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Wow good to know
Have an day!
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Old 06-05-2012, 10:01 AM
Autumn O'Bryan Autumn O'Bryan is offline
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Join Date: Jan 2009
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Posts: 459
Default 25 Awesome Free Google Tools for Marketers

Whether you love Google or love to hate Google, you have to admit one thing. Google offers a lot of free tools to use with the convenience of being able to access them with one login.

Marketers in particular should take advantage of these tools to get more out of their search engine and social media marketing experience. The following are some of the top Google tools marketers should embrace from A to (almost) Z!

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Old 02-03-2013, 10:06 AM
tino73 tino73 is offline
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I thought this little guide could also be helpful for those interested in marketing.

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