Mother's Day email open rates peak post-holiday: survey

Share this content:

Emails with “Mother's Day” in the subject line generate 2.6% click-through rate in the week following Mother's Day versus 1.8% during the week leading up to holiday, a 44% increase, according to email marketing firm Experian CheetahMail. Transactions, though, peak two weeks prior to the holiday. The company, which surveyed more than 400 of its clients for the results, found that email-driven transaction rates reach their highest point two weeks prior to the holiday at 0.18%.

Sara Ezrin, senior director of strategic services at Experian CheetahMail, speculated that the higher click-through rates post-holiday may be the result of many consumers not seeing their mothers on the holiday. This behavior presents marketers with an opportunity to send follow-up emails even when the holiday is over, though Ezrin cautioned that marketers should be careful to avoid remarketing to consumers who did convert to customers.

“What I would recommend is sending [post-holiday emails] to people that did not purchase close to the holiday,” said Ezrin. “So if someone just purchased with you, telling them that there's a little bit more time [for them to purchase], I don't know if that would produce the ROI that most marketers would be looking for.” As a solution, she said marketers could use coupon codes to segment consumers who haven't purchased.

Ezrin said that the higher transaction rates closer to the holiday are likely the result of mailing list subscribers waiting for better discounts.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

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