August 1st, 2017 by Oren Smilansky

The holidays are just beyond the horizon, but it’s never too early for marketers to start planning out their seasonal campaigns. To help businesses prepare for what is undoubtedly a competitive, but lucrative, couple of months, Yes Lifecycle Marketing recently sought to uncover tips for breaking through to customers on one of their most challenging (but important) digital channels–email.

After analyzing the 8 billion messages that companies sent over its Yesmail360i marketing and analytics platform during the last quarter of 2016, the software vendor found that clicks were not everything. Sure, someone might open an email, but if they’re not following through with a purchase, it might not have made its intended impact. 

Yes Lifecycle marketing found that, while holiday-themed emails tend to produce lower open rates than their standard–or “business as usual”– email counterparts, messages that highlighted holiday events generated higher conversions than those that didn’t. And though holiday emails that include specific offers in their subject lines were the most likely to catch a consumer’s attention, those that included a clear incentive (such as free shipping, or a percent off the dollar amount of a purchase) were more likely to get them to open their wallets.

Worth paying attention to, also, is the fact that, though utilized by only 6 percent of companies, messages associated with the sales day identified as “Green Monday,”–the second Monday of December–yielded 50% higher conversion rates than standard emails. Now,  if you’re like me, you might not have even known that Green Monday was a thing. But, considering that last year the day generated a total of $1.62 in sales, it might be a good time to mark it on the calendar.

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Comment by material — — August 28, 2017 @ 4:21 pm

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