Valentine's Emailers See Bigger Open Rates With Smaller Lists

Share this content:

Brand suitors are being more selective and taking their time wooing customers.

Arthur Sweetser is yet another marketer who crowns Amazon the king of targeting, but he puts a number on it. “They send out a thousand campaigns a day, and they average an open rate of 20%,” says the CMO of eDataSource, which tracks the ebb and flow of billions of emails.

Those emulating the king in Valentine's Day emails are posting similar results, says Sweetser, who notes that companies with the highest read rates were also those with the fewest number of emails sent. Both the St. Louis Hilton and Urban Outfitters achieved 30% open rates on Valentine's emails sent to lists of 47,000 people.

“It's common to see a couple of hundred thousand emails sent on holidays like this, but more and more, we're seeing a clear correlation between a disciplined, segmented mailing and high open rates,” Sweetser says.

Email marketers kicked off their 2016 Valentine's Day campaigns earlier than usual—nearly three weeks ago versus the usual seven to 10 days before the holiday, eDataSource reports. Sweetser sees that as part of an overall trend to getting out early before any holiday. “It's like [shopping] in CVS in August and seeing Halloween,” he says.

But the longer promotional period could also be allowing marketers more time to apply alternate delivery times and creative executions to a more targeted customer base. Here are some cupidinous marketers who opened up business by firing email arrows into the right hearts:

Source: eDataSource


Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above