Best Performing Holiday Channels: Behavioral Emails, Social and Retargeting Lead the Way
Atlanta, Ga., December 1, 2016 – eCommerce marketing data released today by Springbot reveals that not even the strongest of turkey comas and extra serving of mashed potatoes could keep consumers from spending big with small retailers small retailers this Thanksgiving weekend.
On average, Springbot merchants saw a 15% bump in online revenue this Cyber Monday compared to last year. Furthermore, this year’s average order value was 2.3% higher versus 2015. Overall, the top performing marketing channels for Cyber Monday used by SMB eCommerce stores were automated triggered emails, social media and retargeting. Here are Springbot’s key findings:
- This year alone, Springbot merchants saw that social sites including Facebook, Instagram, Twitter and Pinterest drove 16.8% of marketing-driven revenue. This is likely a result of innovations that are empowering marketers with opportunities such as Shoppable Instagram, trackable links, and paid media.
- Retargeting ads for web and social, which thrive on the holidays’ increase in web site traffic, drove 12.5% of marketing-driven revenue this year. Springbot merchants found that adding social to their retargeting strategy increases conversions by 73%.
- Automated triggered email campaigns drove 18% of marketing-driven revenue on Cyber Monday, up 61% from 2015.
Multi-channel marketing doesn’t come easy, especially retailers operating on a smaller scale. In fact, according to Gartner, more than 90 percent of marketers struggle to seamlessly connect more than three channels on the buyer journey.
However, companies that took a multi-channel approach to promote their products using social media, retargeting, and triggered emails through a marketing platform like Springbot experienced a significant sales growth of 34% this Cyber Monday compared to last year, 19% higher than those who did not use these channels.
“As the holiday shopping season comes to a close, and small retailers begin to develop their marketing strategies for 2017, it’s important they also leverage multi-channel marketing which includes deploying analytics as well as automation to execute well,” said Erika Jolly Brookes, chief marketing officer at Springbot. “It’s our mission at Springbot to make that technology accessible and easy to use so SMB retailers can cast a wider net for themselves, staying competitive with big-box retailers and bettering the consumer experience.”
For more eCommerce holiday insights and resources, visit Springbot’s Holiday Marketing Workshop at //www.springbot.com/holiday-marketing-workshop/.
Springbot delivers an eCommerce marketing platform to small and medium businesses that has combined the power of marketing automation and marketing analytics to deliver its Marketing Robotics service. The cloud-based offering integrates and makes simple the data, content and multi-channel marketing tools (social, online, email, etc.) eCommerce website owners need to drive more traffic, conversions and revenue. Springbot helps eCommerce Shopify and Magento merchants grow their revenue by taking smarter, data-driven marketing actions.
To learn more information about Springbot, please visit //www.springbot.com/.