Silverpop - Email Marketers More Aggressive in Sending Holiday Cheer
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Email Marketers More Aggressive in Sending Holiday Cheer

Bill Nussey, Silverpop
by: Bill Nussey (@bnussey)
09 December 2009

Silverpop just released its analysis of early holiday email marketing campaigns, and the results make for some quick and meaty reading. Our research team looked at the email marketing programs of 70 retail and consumer product companies, comparing last year’s campaigns with those sent last month. Among the findings:

  • Marketers sent 25 percent more emails in November this year than they did in 2008. During the week leading up to Thanksgiving through "Cyber Monday" following the holiday, they sent 22 percent more emails this year than last.
  • Response jumped for subject lines offering discounts. Sixty-two percent of marketers studied this year used a discount offer of some type in the subject line, compared to 66 percent last year. In 2008, the open rate for emails offering discounts was only 17 percent. This year, it jumped to 31 percent.
    • What kind of subject-line offer generated the most opens? A gift with purchase or buy-one-get-one (BOGO) promotion was far more likely to generate an open (36 percent) than a percent off (21 percent), or dollar or British pound off purchase offer (12 percent).

For more results, including list growth, deliverability, and open and click-through rates, check out our news release here.




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