By John Landsman, Director, Strategy & Analytics
If commercial emails marking the occasion are any indication, our collective Dads spent a very happy Father’s Day, played and ate well, and received cool stuff to wear. We analyzed related emails sent by marketers in nine key business categories during the thirty days prior to Father’s Day, for both this year and last year. Details are in the table below.
- While 2018’s Father’s Day emails were first seen as early as March, these were teasers, and brands deployed most of their Father’s Day messaging in the thirty-day run-up.
- The Apparel and Accessories, Restaurants, Bars and Food Service categories generated the highest volumes of Father’s Day emails. Online Shopping shows a sharp year-over-year decline in the number of Father’s Day email campaigns deployed, but every other category increased their campaign sends.
- Inbox performance — shown as the percent of campaigns achieving 90% or better deliverability —reflects a wide range of performance, with the Restaurant and Retail/Department store categories owning the top numbers, and Jewelry/Watches and Sporting Goods on the low-end of the range. Except for Sporting Goods, all categories improved their year-over year inbox performance.
- Read rate performance — shown as the percentage of campaigns achieving a 20% or better read rate — was strongest in the Sporting Goods and Apparel/Accessories categories; weakest for Jewelry/Watches and Retail/Department Stores. Year-over-year, read rate performance eroded in every category except Online Shopping and Gifts/Remembrances.
- For the Sporting Goods category in particular, the apparent discrepancy between weak deliverability and strong read rates reminds us that business can be left on the table when otherwise effective email can’t get to many inboxes.
- Not shown in table, but worth noting:
- About 8% of Father’s Day emails deployed this year on Father’s Day itself, versus 6% last year. This year’s same-day campaigns show somewhat weaker read rate performance than seen for total Father’s Day activity.
- Slightly under 10% of this year’s Father’s Day emails contained emoji’s in their subject lines. Those campaigns had slightly lower deliverability performance and about the same read rate performance as did campaigns without subject line emoji’s.