2010 Holiday Emails Analyzed for 2011 Planning

In this report, we examine the volume, word count, day of delivery and time ofdelivery of 2010 email promotions with the word “Christmas” or “Holiday” in the subject line.

Full article here: http://www.emarketingandcommerce.com/article/email-campaign-archive-report-2010-holiday-emails-analyzed/1

From Dec. 1, 2010 to Dec. 31, 2010 there were 3,391 Christmas and Holiday email promotions logged into the ECA, representing 16% of the volume of all email sent.

In the heaviest promotion timeframe, in the week before and including Christmas Day, there were 1,025 email promotions in 2010.  The day with the highest email volume with “Christmas” in the subject line was Dec. 22. The day with the highest email volume with “Holiday” in the subject line was Dec. 9. Combining both “Christmas” and “Holiday” email promotions, the day with the highest email volume was Dec. 20.

Other items of interest and insights for Christmas and Holiday promotions include:

1. Word count averaged 388 for Christmas and Holiday emails compared to 366 for all other email.

2. Delivery Day:  Christmas and Holiday promotions are sent at about the same rate as all email. A comparison of Christmas and Holiday emails and all email marketers appears in the accompanying table.

 

% of Christmas and Holiday Email Sent % of All Email Promotions Email Sent
Sunday 6.2% 6.8%
Monday 15.7% 16.5%
Tuesday 18.4% 17.5%
Wednesday 17.1% 17.6%
Thursday 18.8% 18.8%
Friday 15.6% 16.5%
Saturday 8.1% 6.3%

 

3. Delivery Time:  Christmas and Holiday emails tend to be sent in the mornings at a higher rate than all other marketers as illustrated in the accompanying table.

 

% of Christmas and Holiday Email Sent % of All Email Promotions Email Sent
Midnight to 4 am 7.0% 7.9%
4 am to 8 am 18.8% 17.1%
8 am to 12 Noon 34.7% 33.6%
12 Noon to 4 pm 24.3% 25.0%
4 pm to 8 pm 11.1% 12.9%
8 pm to Midnight 4.1% 3.6%

 

Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.