CHICAGO - June 14, 2016 – Despite having lower engagement rates, i.e. open and click-through rates, conversion rates for Father’s Day emails were more than double those of non-Father’s Day emails, according to new data from Yes Lifecycle Marketing, a leading cross-channel marketing and analytics solutions provider.
Yes Lifecycle Marketing analyzed more than 128,000 emails sent from the Yesmail marketing platform in the two weeks leading up to Father’s Day 2014 and 2015. These Father’s Day emails boasted a significantly higher conversion rate than general email campaigns (5.4 percent and 1.7 percent, respectively). Conversation rate refers to the percentage of clicks that resulted in a purchase. Additionally, the conversion rate for Father’s Day-themed emails increased from 3.1 percent to 7.2 percent year-over-year. Oddly, general emails (those without “Father’s Day,” “father”, “pops”, or “dad” in the subject line) had higher open rates for the time period than emails with Father’s Day subject lines (10.9 percent and 10 percent, respectively). Similarly, click-through rates were considerably higher for non-Father’s Day-themed emails (1.3 percent and 0.7 percent, respectively).
“Holidays like Father’s Day present a great opportunity for marketers to deploy timely email campaigns to convert consumers into purchasers,” said president of Yes Lifecycle Marketing, Michael Fisher. “The data we collected shows that, while open rates and click-through rates for Father’s Day emails were low in comparison to general emails, overall conversion rates were considerably higher; this means that subscribers who clicked, did so with a high intent to purchase. This Father’s Day, marketers would be smart to learn from these findings and tie holiday messaging into subject lines and other campaign content.”
The same data set also revealed that marketers deployed 4.5 percent more Father’s Day email campaigns in 2014 than they did in 2015. Revenue generated from Father’s Day emails, however, increased by 31.8 percent year-over-year, indicating that brands that failed to incorporate Father’s Day language into their emails last year missed out on a significant revenue opportunity.
“Determining whether or not holiday-themed email campaigns hold value can be challenging for marketers,” said Michael Iaccarino, CEO and chairman of Infogroup, parent company of Yes Lifecycle Marketing. “Having the technology to analyze mounds of data, derive insights, and identify strategies with high likelihood of success can turn this challenge into a sizeable competitive advantage.”
To learn more about the best performing Father’s Day email campaigns, read the summary of the findings.
About Yes Lifecycle Marketing
Yes Lifecycle Marketing provides solutions that orchestrate cross-channel marketing communications to drive results and revenue. This is accomplished by leveraging technology, data, analytics, creative, and strategy to activate and optimize insights-driven, real-time, relevant communications. This holistic approach gives marketers the ability to source a full-service offering of best-of-breed technology and solutions from a single vendor in order to achieve their desired outcomes across all on and offline channels. To learn more, call 1-877-937-6245, email firstname.lastname@example.org or visit www.yeslifecyclemarketing.com.
Infogroup is a big data, analytics and marketing services provider that delivers best in class data-driven, customer-centric technology solutions. Our data and software-as-a-service (DaaS & SaaS) offerings help clients of all sizes, from small companies to FORTUNE 100TM enterprises, increase their sales and customer loyalty. Infogroup provides both digital and traditional marketing channel expertise that is enhanced by access to our proprietary data on 245MM individuals and 25MM businesses, which is distributed real-time to our clients. For more information, visit: www.infogroup.com.