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.
Enter your email address to keep reading ...
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
Email Marketing Articles
You may like these other MarketingProfs articles related to Email Marketing:
- The 10 Most Popular Email Greetings and Sign-Offs [Infographic]
- What the Email Marketing Funnel Looks Like [Infographic]
- How Much Harder Has Email Marketing Become?
- Nine Email Marketing Tips for B2B Marketers [Infographic]
- 10 Email A/B Testing Best-Practices [Infographic]
- Five Ways to Realign Your Email Marketing to Your Overall Business Goals in 2023