New Blog Series: Holiday Email Campaigns

Holiday Email Campaigns

In our constant quest to help you find and grow your email marketing ROI, WhatCounts will be covering the economic outlook, best practices, and marketing techniques for a successful holiday email campaign. Starting on Monday, September 10th, we will kick off our new series that will get down to the nitty-gritty of how to successfully plan your Q4 retail email push. From shopping cart abandonment to in-depth analysis, we will be bringing you blog after blog filled with ideas that you can implement to get more bang for your buck.

Most of you in the retail industry know that the last few months of the year are your time to shine. But, year after year, every retail marketer is faced with the challenge of “How do we improve upon last year’s results?” We will address this problem, among others, in next week’s blog series in an effort to get you on track for a strong, motivational email campaign.

In the meantime, let’s take a look at a quick analysis of overall email volume and click-through rates (top) and click-through to action rates (bottom) from last year:

Holiday Email Campaign Metrics

As one would assume, the numbers along the bottom denote the months out of the year and the verticals denote volume (top) and (rate). What we can already take away from this data is that: 1. There is a huge overall email push from everyone towards the end of the year and 2. There are actually diminishing returns, which is counter-intuitive to the results that you might expect.  Next week, we’ll go into why this may be and address how to circumvent this issue in your own campaigns. As always, if you have any specific questions or issues that you would like to address, feel free to contact us via comment, email, phone call, social media, or carrier pigeon.

Sarah Zibanejadrad
Inbound Marketing Coordinator, WhatCounts

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One Response to "New Blog Series: Holiday Email Campaigns"
  1. Tim Brechlin says:

    I would imagine part of the diminishing return is due to list fatigue. It goes back to what was written here not terribly long ago, about gathering all your competitors’ emails and putting together a list of what day / time they’re sending, and then testing a send at a lower-volume time. If your inbox is getting bombarded with holiday emails, you’re less likely to pay attention to them.
    Within the last week, I’ve seen probably a half-dozen people post on Facebook that they’ve already started their Christmas / holiday shopping. Those are the people to be targeting (and talk about a kick-ass carrot to offer your prospective subscribers — “Sign up for our list, and get the holiday specials before the holidays”), and I’d wager that those are the people to be hitting right now.

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