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.

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's 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