Bulk email campaigns could reach nearly half the workforce this Christmas, a new report suggests.

According to security firm Securenvoy, nearly a third of people will check their inboxes at work on an intermittent basis (31 per cent) this Christmas, while one in ten (15 per cent) say they will do so "frequently".

However, it is younger persons, aged 18 to 24, that are the most likely to do so, reports Creditman.biz. The findings suggest that digital communication means more to younger age groups, particularly as those over 50 were found to be the least likely to check their inboxes.

One expert, Vanessa Robinson, head of HR practice development at the Chartered Institute of Personnel and Development, told BBC News, this is because the "younger generation is more digitally connected than its older peers."

She added: "But they will probably also be checking their Facebook and other online communication systems over the holiday period. They may just wish to be connected to work, not because they are insecure but just because they wish to feel as if they are still informed."

Indeed, some people would feel isolated from events if they did not access their email at work. In the study of 1,000 people, one in five people felt "competitively disadvantaged" if they didn't keep on top of their emails this Christmas holiday. Another fifth of the study group meanwhile admitted that they did not feel this was expected of them around the festive period.

Tuesday, 29 November 2011 16:49

Black Friday results promising for e-marketers

Early results from this year's Black Friday and Cyber Monday suggest that online marketers will score success in the run up to Christmas.

The two days - deemed so important in the online shopping calendar that they have their own names - were incredibly successful with customers, according to data from IBM and Comscore.

Drip email campaigns have emerged as one of our most popular e-marketing tactics for nurturing leads.

The reason? Drip email campaigns are formed of a series of promotional pieces, sent out regularly, over a period of time. Each individual email may well serve it's own purpose however the regular sends create exposure for the brand which keeps the products and services in the foreground of the recipients awareness.

Drip feeding your prospects with your email message is much like ‘drip irrigation’ - an agricultural term referring to the method of giving crops or plants small amounts of water, consistently, over a long period of time - thereby making it more resource efficient. Each email builds upon the strength of previous emails in the campaign, with the goal of encouraging a specific response such as such as an inbound telephone call, visit, sign up, or purchase. Effective drip campaigns will keep your recipients informed and aware of your products and your brand. This is key to creating brand loyalty, especially in the first stages of an online relationship.

All good marketers know the importance of effective planning! Use these four planning questions from BrotherMailer to create the most effective email drip campaign for your product or service: