Spamming works! Experian sees email surge
Marketers sent a record volume of email during the holidays and although overall open rates declined, the record level of email marketing activity produced transactions and sales growth, according to Experian Marketing Services.
Experian said that email volume increased 13% during the holiday season and was driven by a nearly 36% increase during the final 10 days before Christmas. While email click-through rates and transaction metrics decreased year over year, the increase in email volume led to a 9% rise in the number of total transactions from email marketing campaigns and an 18.4% increase in overall revenue.
“Marketers have become more sophisticated in their email marketing strategies, and we’re seeing that reflected in the data,” noted Peter DeNunzio, general manager of cross-channel marketing with Experian Marketing Services. “Traditionally, as email volume increases, performance decreases, but in the 2013 holiday season we saw the opposite. An increase in total transactions and revenue tells us that leading marketers have found their stride, sending more relevant emails to each customer based on his or her unique needs.”
According to the company, two of the top 10 transaction days of the 2013 holiday season occurred during the first half of November. In 2012, the earliest top 10 transaction day was the day before Thanksgiving. In 2013, Nov. 8 and Nov. 15 made it into the top 10, coming in at 7th and 5th, respectively.
"With Thanksgiving late again in 2014, the key lesson for marketers is that there is an opportunity to win early in the season and before the weekend,” said DeNunzio.
Target to launch Sonia Kashuk beauty in spring
In November of last year, Target opened a popup store featuring an exclusive collection of bath and body products by Sonia Kashuk in New York’s Grand Central Terminal. Now the retailer is preparing to launch an exclusive line of Sonia Kashuk makeup, beauty tools and cosmetic bags in March.
This season, the makeup artist, who has had a creative partnership with Target since 1999, is bringing to her collection new formulas for flawless skin, luxe metallic shadows and bold brights for lips and cheeks. New eye and facial makeup includes:
- Chic Luminosity Glow Powder ($12.99);
- Undetectable Loose Powder ($9.99);
- Undetectable Pressed Powder ($9.99);
- Dewy Luxe Lip & Cheek Balm ($9.99);
- Liquid Line Precision Marker ($8.99); and
- Pearlescence Longwear Crème Shadow ($8.99).
Also new to the collection is a Brush Couture Five-Piece Brush Set ($16.99), Brush Couture Four-Piece Brush Set ($12.99) and Brush Couture Kabuki Brush ($12.99).
Also available exclusively at Target beginning in March is a collection of new travel and makeup bags. Kashuk drew inspiration from the season’s hottest hues and trend-driven prints for her latest line of bags, which come in an array of shapes of sizes. The collection features such details as clear removable compartments for easy organization and access, separate makeup brush pockets with a flap to protect bristles and a hanging hook on the Valet.
For spring, Kashuk also has developed a limited-edition collection of beauty tools and accessories in a black and white floral print. Items in the limited edition collection include a Make a Face Brush Set ($24.99), Gold Standard Vanity Tray ($12.99) and Completely Compact Brush (14.99).
Former J&J exec appointed SVP sales at Coty
Coty has announced that Brian Falcone will serve as SVP sales, overseeing all sales activities for Coty Beauty U.S. mass brands.
Falcone will be responsible for field sales, customer marketing, category management, wall strategy and fixture planning.
He joins Coty after a 23-year career at Johnson & Johnson, where he most recently served as VP customer development for their Target business. Prior to that, he held several key sales leadership roles at J&J, including VP sales strategy for the consumer group; VP sales strategy for the global beauty business unit; national sales director for food, drug and mass; director of sales for Walmart; and multiple trade marketing and sales manager roles.
He will be based in New York and will report directly to George Cleary, president of Coty Beauty Americas.