CHICAGO, IL--(Marketwired - September 20, 2016) - Email engagement on Green Monday, the second Monday in December when shoppers buckle down on their holiday shopping, has surpassed that of Cyber Monday as open rates of holiday-themed emails suffered across the board, according to a new report from Yes Lifecycle Marketing.
In this study, Engagement and Deliverability for Holiday-Themed Emails: Biggest Lessons from 2015 and What They Mean for Marketers in 2016, Yes Lifecycle Marketing tracked and analyzed year-over-year performance of holiday email marketing campaigns for 30 major brands, including Amazon, Target and Nordstrom using its proprietary Yesmail Market Intelligence tool. The report found that Black Friday still has the highest open rate of 14.6 percent, followed closely by Green Monday with 14.5 percent. Cyber Monday trailed behind with a 12.9 percent open rate.
The report also revealed that brand adoption of holiday-themed email messages increased by 13.4 percent in 2015 over the previous year. As email volume increased from Q3 to Q4 of 2015, however, open rates declined by 13 percent, indicating that holiday email deployment should be carried out with a healthy balance in mind.
"Our data reveals that simply deploying holiday campaigns is no longer enough to resonate with target audiences," said Michael Fisher, president of Yes Lifecycle Marketing. "With these findings in mind, marketers can more accurately evaluate their holiday campaigns and make necessary adjustments to spark higher engagement."
Yes Lifecycle Marketing also found that even though just 10 percent of retailers sent Green Monday emails in 2015, it was the only 'holiday' that experienced an increase in engagement. Open rates for Green Monday emails jumped by 13 percent year-over-year, whereas open rates for Cyber Monday emails fell by 7 percent year-over-year.
Additional findings include:
- "Last day for free shipping" emails sent around December 19 and 20 had an impressive 15.45 percent open rate.
- Marketers sent fewer day-of Cyber Monday emails in 2015, a 40 percent decrease year-over-year.
- While the number of general holiday emails doubled in 2015, their average open rate decreased by 6.6 percent year-over-year.
"As we approach the holiday season, finding new opportunities to capture consumers' attention and deliver contextually relevant communications will prove instrumental for success," said Michael Iaccarino, CEO and chairman of Infogroup, the parent company of Yes Lifecycle Marketing. "Incorporating new channels like SMS and display into their communication strategies will help marketers deliver a truly personalized cross-channel customer experience."
For additional insights into how to leverage the holidays in marketing emails, download the full report here.
About Yes Lifecycle Marketing
Yes Lifecycle Marketing provides solutions that orchestrate cross-channel marketing communications to drive results and revenue. This is accomplished by leveraging technology, data, analytics, creative, and strategy to activate and optimize insights-driven, real-time, relevant communications. This holistic approach gives marketers the ability to source a full-service offering of best-of-breed technology and solutions from a single vendor in order to achieve their desired outcomes across all on and offline channels. To learn more, call 1-877-937-6245, email email@example.com or visit www.yeslifecyclemarketing.com.