We have always, or almost always, told you that the holidays are an excellent reason to launch email marketing campaigns.
It may seem like a no-brainer. Who doesn't feel motivated to shop for Christmas or Mother's Day when there's an attractive newsletter with good promotions?
And it is somewhat obvious. For many companies of products freight forwarders brokers email lists services, the holidays are 'hard' days, where they have to work hard to get a small piece of the cake.
Holiday email marketing seems to be less effective
However, a recent study seems to show just the opposite, at least for the American public.
This is a study conducted by Yes Lifecycle Marketing (a cross-channel marketing and analytics platform) and Persado (a content generation platform), which details that - at least in the US - email marketing campaigns for holidays are on the decline.
The analysis was carried out on 18,000 campaigns sent during the 15 days prior to the celebration of July 4 (Independence Day in the USA), in the years 2013, 2014 and 2015.
The finding they made was that, despite the increase in campaigns generated year after year, the average opening rate was decreasing (with a final average in 2015 of 9.3%, below the industry average percentage with respect to that holiday).
Emotion matters too much
Much of this is tied to the ' emotionality ' of the message in its subject line. According to findings from both Yes Lifecycle Marketing and Persado, the emotional component drives up to 60% of consumer actions in a newsletter.
That is, newsletters that adhered to a more neutral and dry tone in their subject line were less effective.
In the specific case of words surrounding the July 4th holiday in the US, newsletters containing “ encouragement ” performed much better than those containing “ curiosity ,” “ excitement ,” and “ gratification .”
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In the end, let's remember that this date in the US seeks to exalt the pride and patriotic feeling of the nation. But from all this result, one thing is certain: it is best to test with select groups before sending out a massive campaign.
