SOURCE: Responsys


August 25, 2010 09:00 ET

Responsys Releases 2010 Retail Email Guide to the Holiday Season

Fourth Annual Report Includes Benchmarks From Last Year's Holiday Season and Detailed Discussions of Email Marketing Strategies and Best Practices

SAN BRUNO, CA--(Marketwire - August 25, 2010) -  Responsys, a leading global provider of on-demand email and cross-channel marketing solutions, today announced the release of the 2010 Retail Email Guide to the Holiday Season. Full of benchmark data, sample creatives, and best practices and advice, the guide will help retailers and other business-to-consumer companies better formulate their holiday email marketing campaigns this year.

"Based on back-to-school sales, we may see a mild recovery for holidays in 2010," said Ed Henrich, Senior Vice President of Professional Services at Responsys. "This recovery will be led by email and cross-channel marketing. Marketers have more channels than ever before to send out promotions, but email remains the linchpin of an integrated digital marketing strategy. Many retailers will see increases in attribution to email, as marketers fine tune frequency and the most engaged customers get a greater number of relevant messages."

Based on data on more than 5,250 fourth quarter emails from more than 100 top online retailers tracked by the Retail Email Blog, the 2010 Retail Email Guide to the Holiday Season includes statistics and recommendations on when companies should begin their email marketing campaigns, how much they should increase their email volume, which days to send on, and how to stand out in the inbox during the holidays.

For instance, last year more than 83 percent of major online retailers increased their email volume during November and December, with retailers boosting their send frequency by 39 percent on average compared to the preceding July-October period.

The 2010 Retail Email Guide to the Holiday Season also discusses the "18 Phases of Christmas," the 18 messaging strategies that retailers use at different points in the holiday season. These strategies include promoting e-gift cards, "in store pickup" services, and gift card redemptions.

Other topics covered in the 2010 Retail Email Guide to the Holiday Season include:

  • Cyber Monday may not be "the biggest online shopping day of the year" as billed, but last year it was the most popular day of the year to send retail emails, with 71 percent of retailers sending at least one email on that day. Helping companies make their scheduling decisions, the 2010 Retail Email Guide to the Holiday Season also details other days among the 20 most popular days to send retail email last year.

  • Standing out in the inbox during the holiday season is tough. The 2010 Retail Email Guide to the Holiday Season discusses tactics such as using holiday headers, gift services footers, and animated gifs, which so far this year have been used in twice as many email campaigns as last year.

  • To target shopping procrastinators, the 2010 Retail Email Guide to the Holiday Season discusses several strategies to employ during the final days before Christmas, including promoting e-gift cards, which were mentioned in more than 30 percent of retail emails during the three days before Christmas last year. That was 50 percent more often than during the same period in 2008.

  • Formulating the right subject lines during the holidays is critical. The 2010 Retail Email Guide to the Holiday Season includes numerous examples of subject lines used last year during the various phases of the holiday season to help companies devise their subject lines for the crucial November and December months.

"Email program managers should plan well in advance for the holidays," said Heather Blank, Vice President of Strategic Services at Responsys. "Once Q4 2010 starts in earnest, the majority of marketers will be too busy executing to undertake any major planning initiatives."

In coordination with the launch of the 2010 Retail Email Guide to the Holiday Season, Responsys will host a complimentary webinar on holiday email planning on Wednesday, September 1, 2010 from 11:00 a.m. - 12:00 p.m. Pacific. Chad White, Research Director at Responsys and the author of the 2010 Retail Email Guide to the Holiday Season, will present along with Lisa Harmon, Director of Creative Services at Responsys. To register, please visit

For information on how to obtain a copy of the complimentary 2010 Retail Email Guide to the Holiday Season, please visit

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About Responsys
Responsys helps the best companies in the world execute highly effective marketing campaigns across key interactive channels -- email / mobile / social / web. With Responsys solutions, marketers can create, execute, and automate highly dynamic campaigns and lifecycle marketing programs that grow revenue, increase marketing efficiency, and strengthen customer loyalty. Responsys' Cross-Channel Lifecycle Marketing model, its top-ranked on-demand application suite, and award-winning services deliver the highest ROI and fastest time-to-value of any marketing solution available today. Founded in 1998, Responsys is headquartered in San Bruno, California and has offices throughout the world. Responsys is trusted by world-class brands such as: Avis Europe, Continental Airlines, Deutsche Lufthansa, Dollar Thrifty, Lands' End, LEGO, Men's Wearhouse, PayPal, Southwest Airlines, StubHub, and UnitedHealthcare. For more information, visit

Contact Information

  • Contact:
    Kimberly Canedo
    Responsys, Inc.
    (650) 745-1720
    Email Contact