Retailers to Release Holiday Emails on Wednesdays

It’s that holiday time of the year, which means that marketers will be vying for consumer attention in a very busy channel: the email inbox. To stand out from the competition, savvy marketers will use email in the right way and at the right time. Return Path just published its findings on this topic, especially regarding the best day to release a campaign.

The Return Path analysis of email is based on a 30-​day study of several large retailers that operate in the high volume Daily Deals channel. So marketers should understand that these conclusions are based on a specific sector. Writing for Return Path, Guy Hanson calls out the kinds of details most marketers like to know:

  • Keep the subject line length before 75 characters or risk seeing Read Rates drop by 1/​3
  • Release on Wednesdays to beat spam filters and boost Read Rates by 2%
  • Include the word Free in the subject line to increase Read Rates by 12%

These days, getting the subject line right is important not only to prompt readers to open the email but also to beat the spam filters out there. One way to succeed is to include the value of the discount in dollars or percentage at the start of the subject line. This strategy results in spam filtering that is 50% less aggressive than for emails without discount details in the subject line.

There’s also a sweet spot with respect to the size of the promised discount, the read rate and the spam filter rate. Discounts of under 25% generate a 24% read rate and less than a 2% spam filter rate. When discounts of 75% or greater are promised, disbelief sets in both for consumers and filters. Read rates drop to 10%, and spam filters kick back 50% of these emails.

In these busy weeks of holiday shopping, taking the time to get the details right on an email campaign can generate bigger revenue whether a retails is selling in bricks and mortar stores, online channels or both.

The learn more about Email Ad Responders, check out the Audience Interests & Intent Report available at the Research Store on Ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.