Yesmail, the email marketing solutions provider within Yes Lifecycle Marketing, recently reported that retailers began sending holiday-themed campaigns earlier than in previous years with 32% more brands deploying holiday-themed email in 2014 than in 2013. In addition, as Q3/2014 overall email volume grew by 26% over the prior year, open rates increased by 11% over the same period, open rates increased by 11% over the same period. Similarly, Q4/2014 volume grew by 8% over 2013 while open rated increased by 2%.
Eighty-three percent of retailers sent general holiday or winter-themed campaigns making this the most popular theme in 2014. When general holiday campaigns were deployed at the right time, they generated an open rate of 15%, up from 14% for all other emails.
Direct mail service providers will want to consider these trends when pitching to clients to ensure marketing dollars are not allocated too early to marketing efforts.