Email campaigns sent on Memorial Day are more successful at engaging audiences, driving higher transaction rates than other holiday-related mailings, including those sent on Valentine's Day, Black Friday, and Cyber Monday, according to a study by Experian CheetahMail.
Among holiday campaigns sent to the same clients, Memorial Day mailings outperform other holiday mailings:
- Transactions rates for Memorial Day campaigns are over twice as high as those sent on other springtime holidays such as Mother's Day (0.31% vs. 0.13%) and Father's Day (0.31% vs. 0.15%).
- Transactions rates for Memorial Day campaigns are 35.5% higher than Black Friday emails (0.31% vs. 0.20%) and 16.1% higher than Cyber Monday emails (0.31% vs. 0.26%).
The "sense of urgency" that Memorial Day mailings evoke is a key driver of the relatively high transaction rates, generating a greater propensity to attract attention and customer action, according to the report.
For example, many of the emails sent on the holiday itself stress that urgency via subjects lines such as, "Last Day 20% off," "Memorial Day only, $2.99 shipping," and "Time is running out! Final hours."
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About the data: Findings are based on the results of 400 holiday email campaigns conducted by Experian Marketing Services' CheetahMail clients in 2010.
