In the case study, we see that Sundance Catalog was able to increase average order sizes by 2x just by adding a basic incentive to multiple types of welcome emails. Even better, Sundance was able to prove the value of incentives by testing two types of welcome emails — those sent to new subscribers who opted-in by completing an email sign-up form on the website, and those who opted-in as part of their eCommerce checkout process. In both instances, the welcome emails with the special offer outperformed the standard, control message with no offer.

Of course, incentives are not a perfect strategy for every brand. Sundance was wise in their methodology, performing a thorough test before they committed to making any final changes to their welcome email program. As a best practice, we typically recommend that most brands do the same before they begin offering discounts.

To read more about Sundance and welcome email incentives, read the full case study now.

Taking a look at the data from the report, there are a number of relevant tidbits that merit a quick shout-out:

• Email’s “eco-friendly” reputation may not hold as much sway with environmentally-conscious customers as you thought, so don’t cancel the print catalogs just yet.
  “Surprising to many, Behavioral Greens, which are the group of consumers that are most green aware according to Experian Simmons, account for nearly half of all catalog purchases.”
• Shorter really is sweeter when it comes to email subject lines during the holidays.
  “All industries with the exception of consumer products and services experienced the highest open rates when using subject lines of 25 characters or less last year.”

• Email and search still drive the most traffic to retail sites, but keep an eye on additional traffic from social networks.
  “Last December, search engines and email were the top referral sources for retailers, but social networking referred nearly five percent of traffic, a rate higher than portal front pages.”
• The economy will continue to be a factor in online marketing strategies this holiday season.
  “In 2008, searches for the term ‘layaway’ jumped as consumer awareness increased. Layaway programs effectively drove early purchases with the peak for search-term variations that included ‘layaway’ taking place last year during the five weeks leading up to Thanksgiving.”

Have a closer look at these findings and many more by downloading the report in full from the Experian Marketing Services’ website. Now start digging out those old tree ornaments, break out the egg nog and get marketing!

• College basketball fans are likely to be financially comfortable. Close to 40% of the fan base earns at least $100,000, and they tend to work in ‘white collar’ occupations.
• Thirty-eight percent of college basketball fans reside in the South; however, the fans in the Midwest are 23% more likely to be very or somewhat interested in college basketball.
• College basketball fans who listen on the radio are avid fans. Not only do they catch the game on the radio, but also on TV. Their top three cable networks are FSN, ESPN2 and ESPNS News respectively.
• Golf is their preferred sport to play. In fact, when compared to basketball, they are 25% more likely to play golf.

Source: Experian Simmons National Consumer Study/National Hispanic Consumer Study Summer 2008 Full Year

Here are a few key findings:

• Those residing in the West and Northeast are more likely than the average adult to consult fashion magazines to help them decide the clothes they buy.
• Most of their online activity consists of shopping, followed by gathering information for shopping, instant messaging, airline/car/hotel info or reservations, and digital imaging/photo albums.

• Those who agree with the attitudinal proclamation, “I make unique fashion statements,” are most likely to shop at Neiman Marucus, followed by Bloomingdale’s, Nine West and Hot Topic.
• Those who are not married are 14% more likely to be fashion concious.
• 69% of women, as compared to 31% of men, rely on fashion magazines to help them determine their shopping lists.
• Fashion appeals to all ages and there is near equal distribution among age groups, with only a slighly larger percentage in the 25-35 year old age bracket.

Source: Experian Consumer Research, Consumer Study 2008 Full Year

Teens go online to communicate – of online activities done in the last 7 days, communications, like IM and email, top the list, and are followed by playing/downloading games and music.

More teens now have cell phones – the cell phone industry has seen rapid growth, with cell phone usage among teens going from one-third ownership in 2003 to two thirds ownership in 2007.Teens use more features on their cell phones – especially the camera, games, internet access and texting. Females and older teen users are the dominant users of camera features.

Today’s teens are motivated – over 80% of teens agree that going to college is important to them. They also site careers and having their own family as important, followed closely by good relationships with family and friends.

Source: Experian Consumer Research, Teens Fall 2007 Full Year Study