Holiday-themed email campaigns from brands tend to have lower open rates and higher conversion rates than non-themed campaigns, according to recent research from Yes Lifecycle Marketing.

The report was based on data from 8 billion messages sent by Yes Lifecycle Marketing clients in 4Q16. The researchers examined campaigns that incorporated messaging for nine holidays/special events: Columbus Day, Halloween, Thanksgiving, Black Friday, Cyber Monday, Green Monday, Christmas, New Year, and general holiday.

Campaigns for eight of the nine holiday/special event themes examined had lower open rates, on average, compared with business-as-usual (BAU) campaigns; emails themed around the ninth holiday/special event (Black Friday) had open rates on par with BAU campaigns.

However, campaigns themed around six of the nine holidays/special events had higher conversion rates (the ratio of unique email clicks to purchases) compared with BAU campaigns.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji