Our look at this year’s Mother’s Day email focuses on activity and performance data for related email campaigns covering seventeen brands that Internet Retailer had asked us to review for a separate collaborative effort. These brands represent the retail, food, florist and jewelry sectors.
Data in the table below show, along with first observed related 2018 email activity date, and for comparable six-week periods ending on Mother’s Day in 2018 and 2017:
- Number of related campaigns deployed.
- The number and percentage exceeding 90% inbox rates.
- The number and percentage exceeding 20% read rates.
The table below reads as follows: In 2018, starting on April 23rd, Amazon mailed 56 such campaigns, 53 (95%) of which achieved an inbox rate of 90% or better; and 17 (30%) of which achieved a read rate of 20% or better.
- Timing: Godiva and Macy’s were the earliest 2018 Mother’s Day mailers —- April 5th and 9th, respectively. Note that the florist brands each mailed their first related campaigns on the same day, April 23rd.
- The three florist brands, along with Walmart and Amazon, deployed the highest numbers of Mother’s Day themed emails. Etsy and Fannie Mae hold the low end of the range.
- Amazon, Etsy and Pandora had the highest number of campaigns with read rates exceeding 20%. Of the seventeen brands, only eleven produced campaigns at this performance level.
- Eight brands mailed more Mother’s Day campaigns; seven brands mailed fewer, and two mailed the same number. Overall, the group’s campaign volume decreased by 11%.
- Inbox performance (as measured by the percentage of campaigns achieving 90% or better inbox rates) improved for eleven of the brands; while read rates (as measured by the percentage of campaigns achieving 20% or better read rates) improved for only two brands.Versus the comparable year-ago period: