Barry Adams
Dec 15, 2014

'Tis the season for intelligent email marketing tactics

The end of the year through Chinese New Year is a clutch time for Asian retailers, with consumer spend taking a 15 to 20 per cent jump. Experian’s Barry Adams gives insight from his firm’s recent Holiday Marketeer Survey, looking at the tactics retailers used globally this season as well as how the internet has turned local traditions into global propositions.

Barry Adams

In our report, we found that email was the most important holiday marketing tool globally, with text messaging complementing this in Asia. Social media platforms were the next most popular, a force we believe will continue to grow in the coming years.

Email proved to be a key channel behind the explosive growth of e-commerce in Asia, and this is one of our largest customer segments. E-commerce businesses have a very clear focus on ROI...

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