Email Campaign Archive Report: Post-Holiday Emails Analyzed for 2012 Planning
Yes, it’s time to start planning for post-holiday email promotions. This report examines the volume, word count, days of delivery and time of delivery of 2010-2011 post-holiday emails with the word “Christmas” or “holiday” in the subject line.
From Dec. 25, 2010 to Jan. 8, 2011 there were 378 post-Christmas and post-holiday email promotions logged into the Email Campaign Archive (ECA), accounting for 5 percent of all email sent during those two weeks. Other insights for post-Christmas and post-holiday email promotions include the following:
1. The average word count for post-Christmas and post-holiday emails is 283, compared to 369 for all other email.
2. Christmas Day and the following week saw the highest number of email promotions, although post-Christmas and post-holiday emails continued through early January.
3. Post-Christmas and post-holiday emails were sent in the morning at a higher rate than all other messages in the Dec. 25 to Jan. 8 period.
Information for this analysis comes from the ECA, powered by the Who’s Mailing What! Archive, a Target Marketing Group (TMG) product. (all about eMail is published by TMG.)
If you have a marketing holiday or business category you'd like to see featured in a future Email Campaign Archive Report column, please contact all about eMail editor Melissa Campanelli.
Gary Hennerberg is a marketing consultant and copywriter who has extensively analyzed email data from the ECA. Gary contributed two chapters to DirectMarketingIQ’s new book, "All About Email Creative." Gary can be reached at hennerberg.com.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.