Optimising for holiday season may require preponing campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 15, 2019, 6:16 AM UTC

56% of marketers sent general holiday messages in 2018, a 20% YoY jump.

This article cites a Yes Marketing analysis revealing a change in consumer holiday habits and email behaviour as compared to 2018, thus suggesting marketers to “retool their approaches” this season. Analysis of over 6 billion emails in 2018 revealed that the average conversion rates on holiday-themed campaigns dropped to 3.1% in December, as compared to November’s average of 6.1%.

The report indicates that shifting campaigns earlier could be beneficial. The 2019 holiday season could pick up on this trend as Thanksgiving and Christmas are closer to each other than usual.

For Christmas-themed emails, no-offer messages drove the highest open rate. Instead, the messages offered greetings or value-added content, gift ideas and Christmas dinner tips. Although most holiday emails in 2018 didn’t drive sales, they focused on “appreciating brand supporters”.

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