Email Campaign Archive Report: Back-to-School Promotions
Most back-to-school email promotions were sent in August (68 percent), July (18 percent) and September (11 percent) during the past 12 months, according to 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.)
Of the 180 business categories in the ECA database, 69 used the phrase “Back to School” in their promotional email subject lines. The categories with the highest usage were consumer catalogs (22 percent), retail traffic builders (13 percent), food and kitchenware catalogs (5 percent), and special interest magazines and children/teen catalogs (both 3 percent).
Other highlights from promotional emails archived include the following:
1. Word count averaged 294 words in the past 12 months for back-to-school email promotions, compared to 370 words for all email deployed in the second quarter of 2011. Back-to-school email promotions have about 20 percent fewer words in them than other promotional emails, possibly because more images can be used.
2. The highest volume of email sent in this year's second quarter occurred on Tuesdays (24 percent), followed by Thursdays (20 percent), Mondays (17 percent), Fridays (16 percent), Wednesdays (14 percent), Sundays (5 percent) and Saturdays (4 percent). These findings seem to follow overall email promotion trends. If you prefer to avoid competitive email traffic during the week, test a shift to Wednesday. If you prefer to stay among your competitors, Tuesday is your day.
3. Between 8 a.m. and noon (all times are EST) saw the highest volume of promotional emails sent (38 percent), followed by noon to 4 p.m. (23 percent), 4 a.m. to 8 a.m. (14 percent), 4 p.m. to 8 p.m. (13 percent), midnight to 4 a.m. (8 percent) and 8 p.m. to midnight (4 percent). To get a head start on the competition, back-to-school email marketers may want to test early morning deployments before 8 a.m.
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.
Gary Hennerberg is a consultant and copywriter who has extensively analyzed data from the Email Campaign Archive. 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.