Email Campaign Archive Report: 2010 Holiday Emails Analyzed
I examine the volume, word count, day of delivery and time of delivery of 2010 email promotions with the word “Christmas” or “holiday” in its subject line in this month's report. Information for this analysis comes from the Email Campaign Archive (ECA), which is powered by the Who’s Mailing What! Archive, a Target Marketing Group (TMG) product. (All About eMail is published by TMG.)
From Dec. 1, 2010 to Dec. 31, 2010, there were 3,391 Christmas and holiday email promotions logged into the ECA, representing 16 percent of the total volume of all email sent during that time period.
The week leading up to and including Christmas day proved to be the heaviest promotion time frame, with 1,025 email promotions sent. 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. When combining “Christmas” and “holiday” in the subject line, the day with the highest email volume was Dec. 20.
Other items of interest from last year's holiday email promotions include the following:
1. Word count averaged 388 for Christmas and holiday emails compared to 366 for all other email.
2. Delivery day: Christmas and holiday promotions were sent at about the same rate as all other email. A comparison of Christmas and holiday emails versus all other email promotions can be found in the accompanying chart.
3. Delivery time: Christmas and holiday emails were sent in the morning at a higher rate than all other email promotions.
If you have a marketing holiday or business category you'd like to see featured in a future Email Campaign Archive Report, please contact All About eMail editor Melissa Campanelli at email@example.com.
Gary Hennerberg is a marketing consultant and copywriter who has extensively analyzed email data from the ECA. Gary contributed two chapters to DirectMarketingIQ’s 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.