2010 Post-Holiday Emails Analyzed for 2011-12 Planning

It’s time to plan for post-holiday email promotions, and this report examines the volume, word count, days of delivery and time of delivery of 2010-11 post-holiday emails with the word “Christmas” or “Holiday” in the subject line. Information for this analysis comes from the EmailCampaignArchive.com, powered by the Who’s Mailing What Archive, a Target Marketing Group (TMG) product (All About eMail is published by TMG). From Dec. 25, 2010 to Jan. 8, 2011 there were 378 post-Christmas and Holiday email promotions logged into the ECA, representing 5% of the volume of all email sent during these two weeks.

Insights for your post-Christmas and post-Holiday promotions include:

1. Word count averaged 283 for Post-Christmas and Holiday emails compared to 369 for all other email.

2. Delivery Day:  From Christmas Day and the week after saw the highest number of email promotions, although –post-Christmas and post-holiday emails continued through early January.

Date Number of Post-Christmas Email Promotions
Dec. 25 96
Dec. 26 85
Dec. 27 53
Dec. 28 38
Dec. 29 27
Dec. 30 22
Dec. 31 10
Jan. 1 5

3. Delivery Time:  Post-Christmas and Holiday emails tend to be sent in the mornings at a higher rate than all other marketers in the Dec. 25 to Jan. 8 period.

% of Post-Christmas and Holiday Email Sent % of All Email Promotions Email Sent
Midnight to 4 am 9.0% 8.6%
4 am to 8 am 26.5% 19.4%
8 am to 12 Noon 35.7% 36.5%
12 Noon to 4 pm 21.2% 23.1%
4 pm to 8 pm 6.3% 9.7%
8 pm to Midnight 1.3% 2.7%

More analysis of email trends are available in All About eMail Creative and at EmailCampaignArchive.com.

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.