29% of Email Campaigns Have Offers in the Subject Line This Holiday Season
Experian Marketing Services recently released some insights from it analysis of Dec. 9. Among the findings is that more email campaigns mention offers in the subject line than last year, and fewer subject lines are touting flash sales than they were this time last year.
According to Experian, 28.6 percent of email campaigns have offers in the subject line, 6 percent more than this time last year. More specifically, the company notes that offers in subject lines for percent off, dollars off, buy one get one (BOGO), gift cards and coupons are more prevalent than they were last holiday season. Meanwhile, flash sales, free shipping and urgency have declined in popularity in subject lines.
Meanwhile, emails that mention Pinterest in the subject line have a unique-open rate of 17.2 percent, while emails mentioning Facebook in the subject line have a unique-open rate of 15.6 percent. The season average open rate is 14.9 percent.
The same trend holds true for unique-click rates, as emails mentioning Pinterest in the subject line have a click rate of 3.5 percent; emails mentioning Facebook in the subject line have a click rate of 2.8 percent; and the season average click rate is 2.3 percent.
Surveys and rating requests have an open rate of 22.5 percent, compared to the 14.9 percent season average. These emails also have a click rate of 5.2 percent, more than double the 2.3 percent season average.
A separate survey from eCircle finds that email is the most important channel for driving online sales this Christmas period, according to 43 percent of marketing professionals. SEO and SEM each followed with 33 percent. For more information from eCircle’s survey, see the company’s infographic below:
By Jason Hahn
