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Hitwise Intelligence - Robin Goad - UK
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Summer sales and email marketing
July 01, 2008
The summer sales are now in full swing, as you’ve probably noticed when walking around your local shopping centre / high street. As the chart below illustrates, UK Internet users continue to look for a bargain. Searches for both the singular and plural terms ‘sale’ and ‘sales’ shot up to their highest level since the Christmas / New Year shopping season last week.
I’ve received some emails from online retailers promoting their sales, but fewer than I expected given the economic conditions. The amount of traffic that websites in our Shopping and Classifieds category received from Email Services increased slightly last week to 4.8%, but this number was still lower than two weeks before. Given that the search data highlights an appetite for online sales, I’m surprised that retailers are not engaging in more active outbound email campaigns. The chart below shows that three retailers – Play.com, John Lewis, and Matalan – all received a considerable boost in traffic last week thanks to email campaigns.
Taking the top 3 webmail providers in the UK – Microsoft Hotmail / Live Mail, Yahoo! Mail and Gmail / Google Mail – it’s interesting to note that one provider in particular seems to be more effective at delivering traffic to retailers than the other two. As the chart below illustrates, Yahoo! UK Mail consistently sends more of its traffic to our Shopping and Classifieds category. Last 13.4% of Yahoo! UK Mail’s downstream traffic went to retail websites, noticeably more than both Gmail (10.5%) and Hotmail (9.6%).
Posted by Robin Goad at 12:00 PM
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In Categories Economy | Email | Google | Retail | Search | Shopping and Classifieds
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Comments
Hi Robin
I am writing a white paper on tips for retailers to leverage the Summer peak online in 2009.
I would like to use the graph you have in this post to illustrate the increase in searches for sale keywords.
If i acknowledge the source correctly and credit Hitwise, am I able to use this copyright material?
Or would you need to see a copy of our paper to approve?
Thanks
james
Posted by James Gurd | March 12, 2009 12:33 PM
he summer sales are now in full swing, as you have probably noticed in the chart.
Posted by review riches | July 5, 2008 07:26 AM