Email Campaign Archive Report: Special Interest Magazine Promotions
I examine the volume, word count, day and time of delivery of special interest consumer email promotions in this month's report. Special interest magazines include publications such as Bicycling, Organic Gardening and Smithsonian. 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.)
In the 12-month period from Oct. 1, 2010 to Sept. 30, 2011, there were 16,767 special interest magazine email promotions logged into the ECA, representing 8 percent of the total volume of email sent. In the prior 12-month period, there were 10,114 email promotions logged in this category. Year-over-year, special interest magazine email promotion volume has grown by over 65 percent.
The average number of special interest magazine email promotions received has steadily increased each month. In October 2010 there were 1,046 email promotions logged; last month there were 1,655.
Other items of note for special interest magazine email promotions over the last year include the following:
1. Word count averaged 431 in the past 12 months.
2. Special interest magazine promotions are sent more during weekdays than weekends.
3. Special interest magazine marketers are more likely to send emails in the morning than all other marketers as illustrated in the following table.
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 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.