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.