To help marketers determine effective promotions that would resonate with customers from the get-go, we took a closer look at the subject lines (largest factor influencing open rates) of last year’s Thanksgiving emails*.
Most deployed message types vs. message types with highest open rates
Out of the retailers that sent Thanksgiving-themed email promotions, most opted to mention multiple deals and savings in their subject lines, but without including the value of these offers. While this is an understandable approach to accommodate the variety of Thanksgiving highlighted in an email, it was not the most attention-grabbing approach for customers. The emails that mentioned non-specific deals only ranked fourth in open rate, at 13.1%.
“Percent off” was the second most used term in Thanksgiving-themed subject lines, and it attained 16.4% average open rate, the highest for Thanksgiving emails. So while it did not perfectly match what consumers preferred most, marketers did acknowledge the effectiveness of this offer type in engaging customers.