2010 Post-Holiday Emails Analyzed for 2011-12 Planning

It’s time to plan for post-holiday email promotions, and this report examines the volume, word count, days of delivery and time of delivery of 2010-11 post-holiday emails with the word “Christmas” or “Holiday” in the subject line. Information for this analysis comes from the EmailCampaignArchive.com, powered by the Who’s Mailing What Archive, a Target Marketing Group (TMG) product (All About eMail is published by TMG). From Dec. 25, 2010 to Jan. 8, 2011 there were 378 post-Christmas and Holiday email promotions logged into the ECA, representing 5% of the volume of all email sent during these two weeks.

Insights for your post-Christmas and post-Holiday promotions include:

1. Word count averaged 283 for Post-Christmas and Holiday emails compared to 369 for all other email.

2. Delivery Day:  From Christmas Day and the week after saw the highest number of email promotions, although –post-Christmas and post-holiday emails continued through early January.

Date	Number of Post-Christmas Email Promotions
Dec. 25	96
Dec. 26	85
Dec. 27	53
Dec. 28	38
Dec. 29	27
Dec. 30	22
Dec. 31	10
Jan. 1	5

3. Delivery Time:  Post-Christmas and Holiday emails tend to be sent in the mornings at a higher rate than all other marketers in the Dec. 25 to Jan. 8 period.

	% of Post-Christmas and Holiday Email Sent	% of All Email Promotions Email Sent
Midnight to 4 am	9.0%	8.6%
4 am to 8 am	26.5%	19.4%
8 am to 12 Noon	35.7%	36.5%
12 Noon to 4 pm	21.2%	23.1%
4 pm to 8 pm	6.3%	9.7%
8 pm to Midnight	1.3%	2.7%

More analysis of email trends are available in All About eMail Creative and at EmailCampaignArchive.com.