Mr Porter

Christmas email marketing has begun: four examples from fashion brands

It’s November, which means it’s time for retailers to start ramping up their Christmas marketing efforts.

US brands still have Thanksgiving and the whole Black Friday/Cyber Monday shopping bonanza to get out of the way first, but in the UK marketers have a clear two-month run up to Christmas Day.

The avalanche of seasonal joy kicked off in earnest last week with the unveiling of John Lewis’ penguin TV ad, followed by less-popular efforts from it rivals.

But alongside the big TV reveals, digital marketers have also begun dropping in mentions of Christmas.

I’ve started to receive emails promoting various offers and sales, though it hasn’t yet been the torrent of Christmas-related messages that I was expecting.

What KPIs are you using to measure the impact of content marketing?

Engagement or revenue? Conversion or visits?

To help answer the  above question, I’ll be taking a look at our latest report Where Content and Commerce Collide written by James Gurd and commissioned by EPiServer.

The report provides insight and recommendations for how content can be combined with ecommerce as well as examples of what ecommerce practitioners are currently doing and the role they are setting for content marketing within the overall digital strategy. 

Interviews were conducted with leading ecommerce professionals in B2B and B2C organisations, both UK and international. The aim of the interviews was to explore how leading brands are integrating content into ecommerce journeys and what the future strategy of the business looks like, with the output being qualitative data and indicative charts based on the responses of interviewees.

10 key questions were asked, including “who has ownership of your content?” “What tools do you use to help plan and deliver?” and “Do you produce content guidelines?”

These questions and more are answered in the report, but for now we’ll be looking at content marketing KPIs.