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.

More than half (55%) of the brands examined sent general holiday-themed campaigns (e.g., "last-minute holiday sale") in 2016.

Percent-off discounts were the most effective general holiday email offers, on average, the analysis found.

Campaigns that did not include an offer had a better average open rate, unique click rate, and click-to-open rate compared with campaigns that did include an offer.

 

General holiday-themed campaigns sent on Thursdays had a higher average open rate, unique click rate, and click-to-open rate than campaigns sent on other days of the week.

About the research: The report was based on data from 8 billion messages sent by Yes Lifecycle Marketing Clients in 4Q16.

Sign up for free to read the full article. Enter your email address to keep reading ...


ABOUT THE AUTHOR

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