Holiday Planning: What Do U.S. Consumers Want This Year?

Holiday Planning: What Do U.S. Consumers Want This Year?

By David Daniels, CEO and Founder of The Relevancy Group

Holiday PlanningWhat are U.S. consumer behaviors and attitudes this holiday season? Zeta Global recently partnered with The Relevancy Group to answer this question. Register to listen to a recording of the webinar, which highlights the attitudes and behaviors of consumers in the U.S. this holiday season.

We’ve highlighted the five most significant findings below, along with last minute tactics that marketers should embrace for the all-important holiday season.

1. U.S. Consumers are Engaged with Email All Day Long
Ninety-two percent of U.S. consumers are engaged with email every day. Fifty-four percent stated in a Relevancy Group survey that they check email multiple times a day. Another 17 percent state hourly or more frequently and still another 21 percent state daily. Email is a fixture in consumers’ daily life. It serves as the online digital fingerprint that is required to transact will retailers, banks and just about everything that is represented online: a fact that I have stated for a long time. Consumers state that non-relevance and high frequency will drive email marketing avoidance stressing how important it is for marketers to be relevant in order to stand out from their competitors.

2. Phones & Tablets are Increasingly the Primary Email Inbox and Shopping Device Among Consumers
Forty percent of U.S. consumers state that their mobile phone is their primary email inbox (i.e. phone first) and another 10 percent say the same for their tablet. The other half state that it is a mix of laptops and desktop computers. Overall 86 percent of U.S. consumers state they access their email account via a mobile phone, which is a well-known ubiquitous behavior. This behavior and the growing number of phone-first email users requires marketers to be well-versed in designing for these screens. Marketers must embrace responsive design, deep linking app technology and mobile measurement to understand this profound shift of email consumption on mobile.

3. Focus on Hygiene to Advance Holiday Email Campaign Results. Address Churn and Inactivity.
Consumers are nomadic. Twenty-nine percent of U.S. consumers stated in our survey that they have changed or created a new email address in the past year. Most change their email address not because of a life event like marriage, divorce or graduation but instead because of the promise of better security, speed and solutions, i.e. a better app features. Marketers must recognize this churn and have an ongoing win-back campaign, as well as target non-response email subscribers in other channels such as display and social. This is all made possible by leveraging identity resolution and implementing people-based marketing tactics (See The Future of Relevance).

4. Holiday Spending Attitudes
Sixty-four percent of U.S. consumers state they will spend the same as they did last year, 21 percent will spend less than last year and 15 percent state they will spend more. These numbers are up slightly from what U.S. consumers told us in 2016. For those of us that are more exclusively online, we are warmed by the intent that U.S. consumers have told us: 46 percent state they will spend half or more and another 10 percent state that all their holiday budget will be spent online. Just 10 percent state that they will not be shopping online. As of today, 47 percent of U.S. consumers already started their holiday spending and we will see the rest explode onto the shopping scene the last week in November and early December.

5. Self-Spending: The Often Forgotten Indulgence Gift Marketing Tactic
Who among us doesn’t love to buy themselves a gift or two? The Relevancy Group often notices that marketers forget to utilize this tactic, the notion of self-giving, that is unless you are a Zeta Global client. Zeta Global’s work with many clients on this topic is interesting but we love the bold work they have done with Ann Taylor where the email plainly states, “Everyone Else’s Gifts Can Wait,” and then there is a time-limited offer to get a significant self-shopping discount. The tactic is genius, as the discount is not going to be policed as who can tell whom you are spending on, but most important supports self-indulgence. U.S. consumers tell us that on average, they intend to spend $264 on themselves this holiday season. Personally, I like to order from gifts for myself from Amazon throughout the year. I get them gift wrapped with a note to myself, and by the time I get around to opening it on Christmas I often forget what I purchased. This year, I need to remember not to do Amazon Fresh this way: unwrapping old organic eggs on Christmas morning can make for an unpleasant unboxing.

Wishing you all a successful holiday season.
Until next time, Happy Holidays.

David

 

 

David Daniels

Webinar Wednesdays from The Relevancy Group – 2017

Join The Relevancy Group every Wednesday for a free webinar on the latest marketing topics. Webinar WednesdaysRegister for all events so that you can hear the recording later.  Many of our webinars come with a research white paper as well.  All Webinar Wednesdays start at 1:00 PM ET. Register for these upcoming webinars.

1/25 – The Value of Adaptive Content: Tactics to Optimize Email Marketing. Join this free webinar with The Relevancy Group’s David Daniels and PowerInbox’s Jeff Kupietzky present new data on the value of adaptive content. You will learn: New data on email marketing trends, Details on contextual marketing, Value and ROI models when implementing contextual marketing and more.

2/1 – The Future of Relevance and it’s Impact on Attribution Trends.  Join this free webinar with The Relevancy Group’s David Daniels and Nicholas Einstein as well as Zeta Global‘s John Polcari. We will dicuss two of the latest research white papers which will also be sent to all registratiants.  We will discuss segmentation tactics, the rise of People-based Marketing and it means for data management and attribution. This will be a tactic rich discussion.

Webinar Wednesday’s from The Relevancy Group

Join The Relevancy Group every Wednesday for a free webinar on different marketing topics.Register, all events will be recorded so you can hear it later. Webinar WednesdaysAll Webinar Wednesday’s start at 1:00PM ET. Register for these are the upcoming webinars.

10/19 – The Email Agency Buyer’s Guide 2016. A Presentation of The Relevancy Group’s 2016 Email Agency Buyer’s Guide. The guide analyzes seven email marketing agencies that include: BrightWave, Epsilon, Inbox Marketer, Merkle, Trendline Interactive, WhatCounts and Zeta/Acxiom Impact. We will be discussing agency services market trends.

10/26 – The Value of Adaptive Content: Tactics to Optimize Email Marketing. Join this free webinar with The Relevancy Group’s David Daniels and PowerInbox’s Jeff Kupietzky present new data on the value of adaptive content. You will learn: New data on email marketing trends, Details on contextual marketing, Value and ROI models when implementing contextual marketing and more.

11/2 – The Value of Competitive Intelligence. Based on new first of its kind research, The Relevancy Group investigates the value of Competitive Intelligence Applications (CIA), as well as spending, adoption, challenges and best practices for selecting a CIA partner. Marketers must invest in Competitive Intelligence Applications (CIA), and implement a systemic process to harness the value of such insight.

11/9 – Post Election Holiday PlanningLeveraging the latest consumer data from The Relevancy Group we look at the potential impact that election results have on holiday spending. We will be joined by Zeta’s head of strategy Andrea Orvis-Holden who will be discussing holiday strategies and reacting to our latest consumer survey data. 

12/7 – The Value of Email Delivery, Data, Insight, & Analysis. Principal analysts from The Relevancy Group will be joined by senior executives from 250ok to explore the state of email deliverability in 2016, and to discuss the challenges and opportunities enterprise marketers currently face.

1/25 – The Value of Adaptive Content: Tactics to Optimize Email Marketing. Join this free webinar with The Relevancy Group’s David Daniels and PowerInbox’s Jeff Kupietzky present new data on the value of adaptive content. You will learn: New data on email marketing trends, Details on contextual marketing, Value and ROI models when implementing contextual marketing and more.

Do You Dig Into Data? Attend This Webinar And Learn Analytical Tricks

Driving Marketing Value Through Advanced Data Modeling

Thu, Mar 10, 2016 11:00 AM – 12:00 PM EST  REGISTER TODAY, Get the Recording and Research

Sponsored by Zeta Interactive. The Relevancy Group’s Executive Marketer Survey data suggest that marketers face the ironic challenge of having more customer data than they can effectively make actionable. And for many executives and marketers faced by waves of big data, it is often hard to know where to start. Clustering models that inform segmentation, propensity models that drive predictions, and collaborative filtering models that drive recommendations are all areas where marketers are realizing big gains. Join this webinar and learn about:
– Leverage Email Engagement Data
– Real-Time Data and Mobile Implications
– Managing Identity
– Building Predictive Models
– Developing Cross-Channel Attribution
– Leveraging Life-cycles
– Implementing Third Party Data

Speakers Include:
Nick Einstein – VP of Research, Principal Analyst – The Relevancy Group
David Daniels – CEO and Founder – The Relevancy Group
John Polcari – SVP of Sales and Marketing; Zeta CRM – Zeta Interactive

Registrants will get a free copy of new research on this important topic.

REGISTER HERE

New Webinar – The Value of Services for the Omnichannel Marketer

Webinar date: January 21, 2016, 2pm ET
EpsilonJoin The Relevancy Group and Epsilon for this high value webinar.

Maybe your team is not aligned with common goals. Or maybe you lack the resources necessary to optimize omnichannel marketing. No matter what limitations you face, one thing is certain: The need to present customers with a holistic brand experience across channels is more urgent than it has ever been. How do you break through?

Enroll in this webinar to learn from the experts the latest omnichannel research, and, what’s more important, how to put it into action. After this seminar you will be able to:
• Pinpoint key dysfunctional areas in your marketing organization
• Identify your organization in the Omnichannel Sophistication Trajectory
• Optimize the best tactics in your omnichannel marketing strategy
• Learn to increase revenue through the use of real-time data and services.
• Discover how you can climb the Omnichannel Ladder of Services

Speakers: David Daniels, CEO & Founder, The Relevancy Group
Pam McAtee, Senior Vice President, Digital Services, Epsilon

Webinar date: January 21, 2016, 2pm ET.  Register Today!

Upcoming Webinars From The Relevancy Group

We have a trio of webinars full of great content for you in the upcoming weeks.   The content is all based on research from the The Relevancy Group and offers something for every email marketer.

September 30th, 10am PT, Assessing Your Email Maturity. Adobe & TRG

Join The Relevancy Group and Adobe as we discuss our latest research.  The Relevancy Group CEO David Daniels and Adobe Senior Product Marketing Manager Patrick Tripp will take on a journey that details the differences in email marketing maturity.  Register for free

Evaluating your marketing effectiveness and understanding how you compare to your peers is crucial to any email marketing program. Adobe and The Relevancy Group recently conducted a study that examines email marketing best practices across four key areas: data, content, delivery and strategy. The study also builds upon benchmark data collected for an email self-assessment model that includes three progressive stages of email excellence: Classic, Dynamic and Contextual.
Join David Daniels, CEO and Founder of The Relevancy Group, and Patrick Tripp, Senior Product Marketing Manager at Adobe, to learn:
Key insights gained from the study across email data, content, delivery and strategy
Practical recommendations on how to progress your email marketing strategy
Specific return-on-investment metrics for Classic, Dynamic and Contextual email marketers

Register for free   Listen & Watch The Recorded Webinar

October 13th, 2pm ET, The Value of Multi-channel Real-Time Segmentation. Zeta Interactive & TRG  | Register for free

Join this free webinar and learn how to triple email marketing revenue by utilizing real-time data and automating customer lifecycle messaging. This webinar is based on The Relevancy Group research report “The Value of Multi-Channel Real-Time Segmentation,” which surveyed 300 marketing executives, underscores the value of capitalizing on real-time data. According to the report, marketers that utilize real-time multichannel data generate nearly three times more revenue in their marketing programs than their peers that do not utilize real-time data. Adding automation pushes those results even higher. Marketers that automate customer lifecycle messaging through tactics such as rules-based triggers, drive 133% more revenue than those that don’t.

Learn the challenges and successful tactics necessary to implement real-time data segmentation.

Speakers Include:
David Daniels, CEO & Founder of The Relevancy Group
John D. Polcari, SVP Sales & Marketing, Zeta Interactive

Register for free

October 14th, 11am ET, The Value of Coordinated Multi-channel Marketing for Mid-Market Retailers.  QuickPivot & TRG | Register for free

Attend this webinar and learn how to double the performance of your marketing engine. In this webinar David Daniels will discuss the challenges of cross-channel marketing, and outline the remedies and tactics to successfully coordinate your channels to drive revenue improvement.

The webinar will cover the following topics:

The role, performance and future trend of email marketing
The role of print direct marketing in cross-channel marketing
Tactics to improve organizational collaboration across all channels
The importance of marketing analytics and attribution
The role of technology and services in attaining marketing success
Data integration and segmentation strategies
A framework for succeeding at multi-channel marketing

Speakers include: David Daniels and Paul Mandeville

Register for free

 

Webinar: The Value of Multi-Channel Real-Time Segmentation

Thu, September 10th, 2015 2:00 PM – 3:00 PM EDT   Register for free

Join this free webinar and learn how to triple email marketing revenue by utilizing real-time data and automating customer lifecycle messaging. This webinar is based on The Relevancy Group research report “The Value of Multi-Channel Real-Time Segmentation,” which surveyed 300 marketing executives, underscores the value of capitalizing on real-time data. According to the report, marketers that utilize real-time multichannel data generate nearly three times more revenue in their marketing programs than their peers that do not utilize real-time data. Adding automation pushes those results even higher. Marketers that automate customer lifecycle messaging through tactics such as rules-based triggers, drive 133% more revenue than those that don’t.

Learn the challenges and successful tactics necessary to implement real-time data segmentation.

Speakers Include:
David Daniels, CEO & Founder of The Relevancy Group
John D. Polcari, SVP Sales & Marketing, Zeta Interactive

Register for free