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

Share this article:

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.

Share this article:
close

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

1-800-GOT-JUNK? Cleans Up Its Email Marketing

1-800-GOT-JUNK? Cleans Up Its Email Marketing

The junk removal company trashes the batch-and-blast method and focuses on customer loyalty.

News Byte: Exact Data Strikes a Blow for Clean Email Lists

News Byte: Exact Data Strikes a Blow for ...

The company partners with BriteVerify to offer automatic list cleaning to SMB clients.

Oh, Canada! Five Ways to Deal With the Canadian Anti-Spam Law

Oh, Canada! Five Ways to Deal With the ...

A veteran emailer from the North Country tells U.S. marketers how to navigate the new regulations taking effect on July 1.