In the Mail: our favourite Christmas covers

It’s beginning to look a lot like Christmas in the Direct Commerce office. Our Christmas tree is up, we’ve decorated the windows with lights and we’re all looking forward to exchanging gifts in the office secret Santa.

We’ve also been admiring festive catalogues and website homepages, and here are my three favourites of Christmas 2012.

JoJo Mamam Bebe
Edition: Christmas 2012 Collection
Website: www.jojomamanbebe.co.uk
Format: 250mm x 212mm, 196pp, no order form
Special offer on the cover: yes, free delivery in the UK and Ireland
Addressing: polywrapped, address on back cover, mailing managed by OnePost
Range: maternity and baby wear, nursery products and toys
Delivery: Free
Why I picked it: While the saying goes, never work with children or animals, nursery specialist JoJo Maman Bebe has proved that putting an adorable child on your Christmas front cover is a winning tactic. It’s simple but effective. I love the colours, the lighting, the stars in the background, and of course, the star in the foreground.

Joules
Edition: Your Christmas Gift Guide
Website: www.joules.com
Format: 198mm x 146mm, 36pp, no order form
Special offer on the cover: yes, 3 for 2 on everything
Addressing: address on back cover, mailing managed by OnePost, delivered by Royal Mail
Range: clothing and accessories
Delivery: £1 for super saver, £3.95 standard delivery
Why I picked it: Everything about this catalogue is “on-brand”, from the colours of the wrapping paper, to the pink Joules wellies, to the strapline “Complete with all the trimmings”. This is the “good life” that Joules aspires to create and market. This is traditional Christmas, a Winter Wonderland. And did you notice it was “Your Christmas Gift Guide”? Those clever people at Joules certainly know how to “sell” Christmas.

Seasalt
Edition: Christmas Lights of Cornwall
Website: www.seasaltcornwall.co.uk
Format: 212mm x 147mm, 68pp, no order form
Special offer on the cover: no
Addressing: address on back cover, delivered by Royal Mail
Range: clothing and accessories
Delivery: £3.95 standard delivery, £8.50 for next-day delivery
Why I picked it: A relative newcomer to mail order, this is Seasalt’s first Christmas catalogue and we hail it a creative success. Seasalt trades on its Cornish heritage, so this catalogue has a suitably nautical feel to it: lobster pots, sailor socks, paper boats and anchor motifs. With no pushy sales messages, such as free delivery or 3 for 2 deals, Seasalt has taken the soft-sell approach. Apart from the company name and catalogue title, the only other text reads: Very pleasing gifts.--MT

Christmas early birds

One of our friends told us she’s already completed her Christmas shopping for 2012. We don’t know for sure, but we like to think it’s because canny email marketers are already sending their Christmas offers. Here are some of the early birds we’ve spotted nesting in our inbox:

Firebox
You never know quite what you’ll get in a Firebox email, but we can all imagine the monstrosity that is a collection of “The World’s Best Christmas Jumpers, Ever”, which also happens to be the email’s subject line. The copy reads: “The festive season is fast approaching, and we’ve got the World’s Best Christmas Jumpers, Ever. Plus, some nice new additions to the Big Face T-Shirt range, customised coasters and cufflinks and some really Cynical Tea Bags.” Firebox knows novelty—and wears it so very well.

Notonthehighstreet
We want to get all “handmade” this Christmas, but we’ll probably end up getting all our presents gift-wrapped at checkout. Still, Notonthehighstreet does a stellar job in inspiring us to try a little bit harder this year.

Donald Russell
If, like us, you’re already thinking about your Christmas Day dinner, you’ll appreciate this email from Donald Russell. Pure carnivore heaven. But the best bit is clicking through to savour Donald Russell’s full Christmas menu. Yum.--MT

Dart’s data--a very merry Christmas for mcommerce

With Direct Commerce’s upcoming October issue dispensing some last-minute yuletide tips and tweaks, this issue of Dart’s data looks ahead to Christmas with a report predicting mobile sales to increase over the festive period.

According to research by IMRG, the percentage of UK online sales made through a mobile device could reach one in five (20 percent) by Christmas 2012, with the percentage of site visits through mobiles expected to be at around one in three (30 percent). The prediction comes after the latest results from the IMRG Capgemini Quarterly Benchmarking Index, which revealed that sales through mobile devices rose to 11.6 percent in the second quarter of 2012, up from 8.2 percent in the first quarter.

Staying with mobile, a new survey commissioned by mcommerce specialist MoPowered and conducted by online and mobile research agency OnePoll found that 84 percent of small-to-midsized fashion retailers did not have a mobile site, but that 89 percent believed mcommerce to be essential to the future success of their business. The study, which surveyed 300 managerial professionals, highlights that firms were put off setting up a mobile optimised site due to security concerns (33 percent concerned about the risk of mobile payments) and the set-up being too time-consuming (36 percent).

Retailers must tread carefully when it comes to their mobile strategy to minimise the risk of customer attrition. Although more than half of the respondents (52 percent) in Strongmail’s mobile marketing survey said they would be open to receiving promotional messages via email at least once a week, 60 percent said they would never want to receive SMS and in-app missives. The report, conducted by Forrester Consulting, found that around a third of smartphone users (32 percent) have made a purchase after receiving a promotional email. However only 6 percent of smartphone users made a purchase after receiving an SMS or in-app message.--JD

Christmas covers 2011

Christmas is a time of traditions and in the Direct Commerce office one of my favourites is the Christmas covers blog post. Although most of the catalogues received in the run up to Christmas were taken to ECMOD on 30th November, I kept a few favourites in a secret drawer until I was ready to reveal this year’s top four. And they are...

1. Continuing with the spirit of tradition, here’s a catalogue cover that could have been produced in the mid-20th century. Is that a good or a bad thing? You decide. For us in the Direct Commerce office, this cover from The Original Gift Company encapsulates Christmas—creeping down the stairs to check whether Santa’s been, a beautifully decorated tree with presents galore—all from The Original Gift Catalogue, I assume. I like the tagline too: “Delivering the magic of Christmas”, which works on a number of levels. Finally, remembering that a catalogue has to do more than just look appealing, the cover carries a message that gift personalisation is free and sets out the last-order dates to reassure customers that The Original Gift Company really has thought of everything. 

2. The Little White Company caught my attention purely because of the little girl whispering to the little boy. I like to imagine what they’re talking about. My favourites are “that big stocking’s mine” or “I’ve got more presents than you”, but we’ve had lots of fun coming up with other captions. I also like the set The White Company created for its cover and how it effortlessly hints at everything a customer can find inside, from furniture to rugs, from giant stockings to childrenswear. 

3. The Scarlett Willow mailer arrived early in the season to announce that the Christmas boutique was now open. It was a favourite right from the start—I love the snowflake motif and the twinkly lights creating a flare effect on the cover; I like the simplicity of the propping—a silver spoon, a paper placeholder; I also like the tableware specialist’s emphasis on personalisation and the call to action to see the whole range online. The mailer only has eight pages to capture the imagination, but it gets it spot on. There were stocking fillers, kids’ gifts, best sellers and personalisation ideas. As a driver to encourage me to visit the Scarlett Willow website, this definitely succeeded.

4. The Christmas wildcard comes courtesy of gardening supplies cataloguer Wiggly Wigglers. This cover certainly made me stop and think: What’s a bull got to do with Christmas? What’s so special about this bull? Who is Trojan Fred? What does he have to do with Wiggly Wigglers? I feel like an outsider stumbling on a private joke. Do existing Wiggly customers already know Trojan Fred’s story and I don’t? I’ve scanned the catalogue from cover to cover to try and find out more, but failed. However, despite a frustrating front cover, the Wiggly Christmas catalogue does a lot right. There’s a special offer on the cover that encourages customers to spend more than £40 on their order and I love its “why buy Wiggly” spread on pages 4 to 5, which has some very convincing reasons to shop at Wiggler Wigglers. Also, I fear that if I say no, Trojan Fred might come after me.

I can’t end this post without a mention for my favourite back cover. While the males in the office would probably disagree, I much prefer the back cover of the Figleaves catalogue. The front seems the obvious choice—a seminaked woman. The back cover took a little more thought, fairy lights and baubles instead of a log fire, stockings hanging from the mantelpiece and a selection of gift boxes either side of the fireplace. It has a more Christmassy feel. But like I said, I’m sure at least half the population would disagree.--MT

  

November Catalogue Log

It’s official, cataloguers are discounting more heavily in the run up to Christmas. The Catalogue Log data compiled by Direct Commerce magazine shows that in November 2010, 27.5 percent of the catalogues received featured a sale or discount on the front cover. Back then, it was the lowest percentage of catalogues touting a special-price promotion recorded since we began tracking the data. This year, even though the level declined on a month-on-month basis, November 2011 still saw a third of catalogues (32.6 percent) feature a discount or sale on their front page.

Among them, Crew Clothing tested a number of offers, including 15 percent off, free delivery and free returns; 20 percent off plus free delivery and returns and £25 off. Figleaves, Great Little Trading Co, Saltwater and Russ Andrews also sought to tempt shoppers with money off their orders. And it’s not just discounting—cataloguers are throwing in more incentives to persuade consumers to shop with them. The percentage of catalogues offering free delivery rose from 18 percent in November 2010 to 20.8 percent in November 2011. As a hook, apparel cataloguers coupled free delivery with free returns—as seen at White Stuff, Pure Collection and Brora.

When it came to free gifts, however, more catalogues used the tactic in the 2010 festive season than this year. It was just a marginal decrease though, from 8.4 percent in November 2010 to 7.3 percent in 2011. Among those promoting a free gift with purchase were angling catalogue Fishtec, packaging catalogue Rajapack, Laithwaites Wines, and kitchenware brand Jean Patrique, which gave away a free kettle. 

November 2011 was generally more promotional on a year-on-year basis with more than half of the catalogues (51.1 percent) featuring some sort of offer on the cover (sale, discount, free delivery or free gift), compared with 46.7 percent in 2010. But it wasn’t on a month-on-month basis. The Catalogue Log shows, in what may seem a counter-intuitive move compared with how the high street is tackling Christmas, that as the big day approaches, cataloguers are toning down their aggressive promotional strategies. Just take a look back at September, when 39.4 percent of catalogues featured a sale or discount on the cover compared to 32.6 percent in November. In October, that percentage rose to 41.9 percent. More prevalent in the festive period 2011 are free delivery offers, which make home shopping even more convenient at this time of year. The 20.8 percent we tracked last month is the highest percentage recorded since August and up on last November’s 18 percent. Those offering free delivery included Bettys, M and M Direct and Lands’ End.
In total, we received 178 catalogues in November 2011, a 6.6 percent increase on the same month last year, and a 16.2 increase on November 2009. It is the highest number received in 2011--MT

Coping with the Christmas rush

A study by software and services supplier Postcode Anywhere shows that 25 percent of UK consumers said they plan to buy more Christmas presents online this year than last, with only 5 percent saying they will spend less. The Postcode Anywhere survey also highlights that 6 percent of respondents said this year they plan to start Christmas shopping online for the first time.

This upward trend follows on from Christmas 2010, when figures released by the IMRG Capgemini e-Retail Sales Index revealed that Brits spent £6.8 billion online during December—a 25 percent year-on-year increase.

Postcode Anywhere’s sales and marketing director Phil Rothwell says, “With 5 percent set to reduce spend and 25 percent to spend more, all things being equal, retailers could well be looking at a rise of around 20 percent in online sales this Christmas, a similar increase to last year. This is a fairly significant finding, but possibly not a surprising one given the circumstances.”

If you are worried about the expected surge in sales, Postcode Anywhere has the following top tips for a happy clickmas.

• The ecommerce industry needs to capitalise on what promises to be the best Christmas ever for internet shopping. Consumers want bargains. They want to kick out and relax more than ever and they want to do it at the best price. The home of the best price is the internet, plain and simple.

• Retailers will want to ensure they can meet demand over the Christmas period. So stock levels need to be high.

• The website needs to be eminently usable; festive shoppers are fickle creatures!

• Merchants need to provide accurate delivery information to reassure buyers they’ll get their goods in time to wrap them and give them.

• The other side is repeat business. The seasonal splurge is a great chance to introduce your brand to consumers at a time when fantastic service has the potential to forge a lasting relationship. Get too bogged down by a rush of orders and sacrifice on service, and you might manage to get away with making a nice extra profit, but you won’t be managing any long-term relationships.--JD

Related article:
• You still have time to prepare for Christmas.

Christmas turkeys

This morning the BBC had a segment in its news programme on how to disguise one’s disappointment at ill-conceived Christmas gifts. However, no amount of eye widening could make us pretend we like any of the following:

McDonalds Drive Thru Food Cart Playset

I’m not a parent, but I am sure that “When I grow up, I want to work in McDonalds” isn’t the phrase you’d want your eight-year-old to utter. Then there’s the associated childhood obesity concerns. Dear Toys R Us, whatever happened to stethoscopes, or if it has to be retail—fruit and veg?

Velform Hair Grow Plus

Hair-loss is often a traumatic experience; I have close friends and family members who lost all their hair through chemotherapy. And consider this too, if you have a receding hairline, would you really appreciate the Velform Hair Grow Plus for Christmas? This seems to me more fitting as a product you would buy at a pharmacy and test its efficacy in private, not in front of your entire family. It might be an excellent product, but as a Christmas present, I find it more than slightly tactless.

Multi-cat Toilet Seat
Seven out of seven cat owners I know would not like this for Christmas. I just don’t see why anyone, cat lover or not, would want the “multi-cat toilet seat”. But you’ve got to love The Cat Gallery’s copy accompanying the product: “The cat image is on both sides of the lid so you get to see it all the time.”--MT

November Catalogue Log

Christmas is coming and with it a rush of Christmas catalogues. In November we received and logged 167 catalogues, up 19.3 percent on last year’s 140 catalogues, and up 34.7 percent on November 2008, when we tracked 124 catalogues.

As volume increased, the number of special offers decreased. In November, we noted that just 46 of the catalogues we received, or 27.5 percent, promoted a discount or sale on the cover. This represents the lowest percentage of catalogues offering a special price promotion recorded in 2010. In fact, it’s the lowest percentage recorded since we began compiling the Catalogue Log back in late 2008. Up until now, April 2010 held the record for lowest percentage of sales and discounts, with 29.2 percent.

Clearly, cataloguers are watching their margins; sales and discounts were not the only promotion to decline during November. The number of catalogues promoting a free gift was also at its lowest for 2010, with just 8.4 percent, or 14 catalogues doing so. My favourite free gift promotion was from cosmetics retailer L’Occitane, which offered a goodie bag worth £25 with purchases of £35 or more.

Cataloguers were also shifting away from free shipping, with just 18 percent of front covers promoting free p&p. Among those offering free delivery, most opted for setting a spend threshold. Gifts marketer Aspen & Brown set quite a low threshold of £20, whilst craft supplies catalogue Baker Ross required customers to spend £75 online in order to qualify for free shipping.

Overall, more than half, 53.3 percent, of the catalogues we received last month did not promote any sort of special offer on the cover. Instead of special offers, some catalogues such as Lakeland, made customers aware of last order deadlines. Classicalia, the new brand from gifts cataloguer Nauticalia, opted for using the cover to highlight some of the products within, possibly to establish its range for new customers. Toys and games cataloguer/retailer Hawkin’s Bazaar, the self-proclaimed “Suppliers to Father Christmas since 1973”, went for a picture of a retro-looking, blast-of-colour snow globe full of toys on the cover. Toning it down for Christmas was homewares and gifts cataloguer Cox & Cox, which decided on a simple image of a mince pie tower and cocktail stick decorations.--MT

Gifts I don’t get

Having a robust imagination, I can empathise with the intent of just about any Christmas gift. Those cheesy kitchen aprons designed to look as if the wearer is revealing his six-pack and just about everything else? Yeah, I guess someone, somewhere finds them funny. Loo seats decorated with “humorous” cartoons and poetry about game hunting? Well, the loo is a popular place to catch up on one’s reading.

A few of the items I spotted in Christmas catalogues recently, though, had me shaking my head and wondering who the hell would buy them—and who the hell would they be intended for?

Take the Monkey Nail Dryer from Hawkin’s Bazaar.

Hawkin’s has a host of brilliantly off-kilter gifts: Crime Scene Loo Roll; the Giant Wine Glass, which holds an entire bottle of vino; the Incredible Expanding Bunny (I can’t begin to explain it). But the Monkey Nail Dryer is, to my mind, just bizarre. I can accept that some people might feel the need to hasten the drying speed of their manicure with an air blower. But why is it in the shape of a cartoon monkey? I just don’t get it.

Then there’s the Furrari dog bed from Pets at Home:

I love dogs. I especially love my dog. But my dog is not going to have a swankier vehicle, plush or otherwise, than I do.

Gifts for the Girls sells Onion Goggles. These aren’t a gag gift, not at £14.99 and with a “comfortable foam seal” and “anti-fog lenses [for] maximum clarity”. But you’d need to chop an incredible amount of onions to justify the expense. Besides, who really wants to receive a gift whose sole purpose is to make it moderately less uncomfortable to carry out a tedious task?


Which sort of brings me to the Tweeze battery-operated tweezer from the Original Gift Company. I’m not saying this isn’t a great product; according to the copy, “it’s estimated to be 30x faster than ordinary tweezing” and is “ideal for facial hair on upper lip, chin and cheek areas”. But woe betide the man who presumes to surprise his honey with an implement for removing her moustache.

When it comes to truly naff gifts, the British have nothing on the Americans. Case in point, from the US catalogue Things You Never Knew Existed: Jingle Jugs.

From the product copy: “This anatomically correct mounted pair performs to the hit song ‘Titties and Beer’ by Rodney Carrington. Molded in soft vinyl with real bikini top! Mount these jiggly jugs on the wall or use the included display stand.”

And people wonder why I left the States for England.--SC

What we learned from one day’s worth of pre-Christmas emails

In the summer I had the bright idea of logging in every marketing email that Miri and I received for a week. It made for one of our most popular blog posts, as well as for an exhausting several days. So since I couldn’t eke out the time to repeat that experiment (I have prezzies to buy and latkes to fry), I decided to instead home in on the emails we received on 9th December, two days after the so-called Mega Monday. At this point merchants should have had a solid grasp of which products, if any, they needed to push to meet sales goals, so it seemed as good a time as any to take a snapshot of their marketing efforts.

During the week in July that I tallied up the emails, we’d received 150. On 9th December we received 51, not counting duplicates (which makes me even more glad I decided to limit the experiment to one day!). Of those 51, nearly two-thirds—33, or 65 percent—offered some sort of discount or sale. That doesn’t include the email from fashion retailer Warehouse, which promoted a 25 percent discount voucher in the current issue of Grazia magazine.

Free postage and packing was appreciably less popular: Only nine of the emails, or 18 percent, offered it. For the most part the free P&P was tied to an order deadline (Neom Luxury Organics, womenswear cataloguer Gray & Osbourne), a spending threshold (toys cataloguer Letterbox, A Hume Country Clothing), or both (outdoor gear mailer Patagonia), though home-entertainment merchant Play.com and womenswear retailer Wall London offered unconditional free P&P.

Although these emails were sent just two weeks and a day before Christmas, only one in four notified recipients of the order deadlines for Christmas delivery. Orvis, for one, specified the date in its subject line (“Order by 14th December for guaranteed Christmas delivery”).

Gifts retailer Past Times spelled out last order dates not only for the UK but also for Continental Europe, US and Canada, and “rest of the world”. Granted, those overseas deadlines had already passed, which Past Times duly noted by striking through them, but by including them on the email it subtly reminded customers that it does indeed delivery worldwide.

Snow and surf gear seller Blue Tomato went one better, specifying dates for both standard and expedited delivery to EU and non-EU countries. I was confused, however, by the addition of dates for delivery to “AT” and “DE”. After a bit of sleuthing Miri deduced they meant Austria and Germany. (Since when did those countries drop out of the EU?)

So engrossed were marketers in their Christmas promotions, they for the most part neglected to follow email best practice. Take personalisation: A scant 8 percent of the emails (those from toys cataloguer BrightMinds, Conrad Electronic, wine merchant Vintage Roots, and pet supplies seller Zooplus) had any degree of it, and even these limited the personalisation to the salutation. Fewer than one-third—31 percent—of the emails included some sort of “forward to a friend” link. Only 27 percent included a link to their Facebook or MySpace page, their Twitter feed, or some other social-networking site, though that was an improvement from July, when just 17 percent of the emails we tallied offered such links.

In terms of subject lines, few really stood out. There was Orvis’s previously mentioned reference to the ordering deadline, and several others that also emphasised urgency (“Christmas gift ideas--Special Offer--One day only SAVE 20%” from gardening gifts merchant Primrose, “Wild Wednesday--Up to 80% off for 24hrs only” from general merchandiser Sendit.com, “20% OFF EVERYTHING--Ends Midnight Friday!” from fashion retailer Evans). Others simply stated their offers (the awkwardly punctuated “25% Off Everything and Get Ready for Christmas, shop now!” from Laura Ashley, “25% off all purchases at The Body Shop”). I did like “Stuff Those Stockings—Gift Ideas” from fashion brand White Stuff and “Christmas gifts? Ask the experts!” from gadgets merchant Firebox.com because they were somewhat different.

Only two subject lines really stood out, though. One was from cosmetics brand Space NK, and that caught my attention because of the typographic error: “Limited Time Offer: Receive #10 Off Your Purchase”. As an American, this made sense to me: What is called a hash tag on this side of the Atlantic is known as a pound sign on the other side. But I’m sure it baffled many other recipients.

Then there was this: “Christmas Tree Almost Ruins Christmas--A Case Study from The Healthy House”. C’mon, you have to open an email with a subject line like that. Apparently the writer of the email once had a genuine Scotch pine for the family tree, but the kids ended up being allergic to the attendant dust, mould spores, and terpene (yeah, I had no idea what that was either). The moral, according to Healthy House, is to be conscious of people’s environmental sensitivities and other allergies, and if you’re going to opt for a real tree, click through to the Healthy House website to buy an antiallergy spray.

On a happier note, here are my picks for the most aesthetically pleasing emails. The vast majority featured a broad selection of the merchants’ product ranges, which was quite practical. After a while, though, they blurred together in my memory. These didn’t:

Patagonia didn't eschew its creative trademark--fabulous action shots--and it also tied its copy to the photo: "Don’t be cast out in the cold because you didn’t get your gift there on time. There’s still time to pick up great Patagonia presents and get them there on time..."

The simplicity of this message from fashion brand Howies is refreshing. Plus Howies was one of the few marketers to promote gift vouchers, which are always popular to give and to receive.

Okay, I'm a sucker for puppies. Want to make something of it?--SC

Season’s e-greetings

It’s official, Christmas is here, or so Argos would have you believe now that its Christmas commercials have started airing on television. And late last week I received my first Christmas email marketing piece.
It wasn’t from Argos, whose only mention of Christmas in an email to me recently was an opportunity to win a trip to see A Christmas Carol at the cinema next month. No, whilst most retailers are still busy touting spooky Halloween merchandise, The White Company sneaked in the first Christmas email: “No mad rush. No silly price. No shortage of ideas. Just the perfect Christmas, starting right here”. It also offered a discount of 15 percent for enewsletter subscribers.
I wasn’t expecting The White Company to be the first company to get in touch, and for me it’s far too soon to start worrying about buying Christmas gifts (there are two family birthdays in November for a start). But what I am keen to find out is whether now the first email has landed in my inbox there will follow a flood of Christmassy missives. Or do retailers have too much on their minds with the postal strikes to start their Christmas campaigns just yet?--MT

'Tis the season

It’s never too early to plan for the holidays, especially if you’re a b-to-c multichannel retailer! And okay, this may have been published with Christmas 2008 in mind, but there’s still plenty of good tips and advice on peak-season best practice in our Get Ready for Christmas supplement. So if you missed it last year, click here to take a second look.

Still with Christmas past, check out this article reviewing holiday spend in 2008. And looking ahead to Christmas yet to come, the latest issue of our enewsletter Insight gives advice on improving email marketing ROI in the run up to December 2009. Click here to read more.