‘Gift Guide’-Themed Emails Outperformed Promos in Holiday Season 2012

The Book Company's new gift-wrapping option.

The 2012 holiday season brought with it a record number of marketing emails in our inboxes. According to Experian Marketing Services, the volume was 5 percent higher for this holiday season compared to 2011. One trend we couldn’t help but notice was the number of holiday gift guide emails. We like these examples from Crate & Barrel and Levi’s. The Crate & Barrel email creates a warm holiday feeling, with a call to action to “shop holiday gifts” at the top, along with a more detailed call to action below to get inspiration from their gift guide. What we learned:

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