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Mother’s Day Email Analysis

Article by John Landsman CATEGORIES: Holiday/Event, Retail, Trends & Analysis TAGS:

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.

Commentary

  • 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:
Sector Mothers Day Themed Emails Earliest 2018 Observed Campaign 3/31 - 5/13/2018 4/1 - 5/14/2017
Campaigns > 90% Inbox > 20% Read Rate Campaigns > 90% Inbox > 20% Read Rate
# # % # % # # % # %
Retail Amazon 23-Apr 56 53 95% 17 30% 88 74 84% 29 33%
Target 7-May 17 6 35% 4 24% 3 0 0% 0 0%
Walmart 16-Apr 45 38 84% 2 4% 10 0 0% 0 0%
Macy's 9-Apr 31 16 52% 7 23% 30 10 33% 3 10%
Etsy 17-Apr 7 7 100% 2 29% 3 0 0% 0 0%
eBay 24-Apr 27 17 63% 0 0% 16 4 25% 0 0%
Kohl's 30-Apr 18 18 100% 0 0% 18 14 78% 6 33%
Food Shari's Berries 23-Apr 21 0 0% 1 5% 25 0 0% 1 4%
Edible Arrangements 30-Apr 22 0 0% 2 9% 94 8 9% 11 12%
Harry & David 12-Apr 19 1 5% 0 0% 27 0 0% 7 26%
Fannie May 22-Apr 8 1 13% 1 13% 13 9 69% 7 54%
Godiva 5-Apr 27 27 100% 0 0% 17 0 0% 0 0%
Florists 1 800 Flowers 23-Apr 64 29 45% 2 3% 46 4 9% 14 30%
Pro Flowers 23-Apr 77 58 75% 5 6% 78 14 18% 17 22%
FTD 23-Apr 60 12 20% 4 7% 114 0 0% 12 11%
Jewelers Pandora 12-Apr 29 17 59% 11 38% 21 20 95% 4 19%
Blue Nile 25-Apr 17 0 0% 0 0% 11 1 9% 0 0%
TOTALS 545 300 55% 58 11% 614 158 26% 111 18%
Overall (not shown on above table), the seventeen brands deployed:

  • 39% of their Mother’s Day campaigns during the six days ending on Mother’s Day, versus 43% last year.
  • 10% of their Mother’s Day campaigns over the Mother’s Day weekend itself, versus 11% last year.

Best Performers The table below shows fifteen examples of best performing Mother’s Day themed emails.  They were taken from a group of 58 campaigns achieving read rates of 20% or better.

  • All have mailing quantities which suggest significant targeting in relation to the respective brand’s estimated overall email audience footprint.
  • Only four have even implicit price-promotional references in their subject lines. A fifth references earning loyalty points.
  • Two brands’ campaigns (including the top performer) feature “top picks.”
  • Two use emotional references.
  • Four reference specific product categories. Other strong performers (not shown below) — all from Amazon — feature Kindle, flowers and jewelry in their subject lines.
  • The top performing (ProFlowers) campaign deployed on the day before Mother’s Day, and also features a 20% discount. One of Amazon’s top performers deployed on Mother’s Day itself.
Date Brand Subject Quantity Read %
12-May ProFlowers Looking for the Perfect Mother's Day Gift? Take an Extra 20% OFF Your Order! 28K 33.3%
25-Apr Pandora Jewelry Our Top Picks for Mom 140K 30.2%
10-May Target Pretty PJs just ahead...for that Mother's Day breakfast in bed. 285K 26.8%
3-May Etsy Bond with Mom 335K 24.9%
26-Apr Pandora Jewelry Let your mom know she is in your heart ? 145K 24.6%
3-May 1-800-Flowers Earn Points on Mother's Day Flowers & Gifts! 48K 24.0%
24-Apr Fannie May [REDACTED] Mother's Day Shipping Special 89K 23.9%
1-May Amazon Top Picks for Mom 52K 23.6%
13-May Amazon Need a last minute gift for Mom? 2.1M 23.6%
23-Apr FTD New arrivals for Mom + Join Gold for $19.99 121K 23.3%
4-May Walmart Get sweets, treats & more in time for Mother's Day 235K 22.4%
12-May Macy's $99.99 sport coats: mom always said to look your best 1.4M 22.2%
11-May Walmart Just for mom 23K 21.4%
1-May Edible Arrangements The Ultimate Mother's Day Treat 125K 21.1%
2-May Macy's Gorgeous gifts for mom from our best brands! 249K 20.9%