Barnes & Noble most assertive Thanksgiving week e-mail marketer, study says
Barnes & Noble sent out five e-mail marketing messages from Nov. 22 to Nov. 26, producing the highest frequency among 100 merchants studied by The e-Tailing Group Inc. during Thanksgiving week, the research and consulting firm reports. Other leaders were Buy.com, Saks Fifth Avenue and Smart Bargains.
The study found that 22 of the 100 merchants sent three to five e-mails during the 5-day period, and that the most assertive online retailers were in the categories of mass merchant, apparel and books/music/video.
The content of the e-mail messages tended to focus on holiday themes coordinated with merchandising offers for hot products, news of multi-channel options including new catalogs, and offers of conditional free shipping.
“With merchants focused on ROI, unlimited free shipping is almost non-existent, while conditional free shipping has become the standard, as it was last year,” says e-Tailing president Lauren Freedman.
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