Emotive Subject Lines Work Better for Mother’s Day – E-Commerce Marketing
Analysis From Yes Lifecycle Marketing and Persado Reveals That Subject Lines With Emotion See 21.5 Percent Higher Open Rates Than Those Without Emotion
CHICAGO, IL–(Marketwired – May 02, 2016) – Mother’s Day emails that elicit emotion generated a 21.5 percent higher open rate than those that did not, according to new data from Yes Lifecycle Marketing, the leading cross-channel marketing and analytics solutions provider, and Persado, a cognitive content platform.
Over the past two years, open rates for Mother’s Day emails that contained emotion have averaged 10.3 percent. In comparison, emails lacking emotion had an open rate of just 8.5 percent over the same period — a 21.5 percent difference.
Yes Lifecycle Marketing and Persado analyzed more than 118,000 emails sent from the Yesmail marketing platform in the two weeks leading up to Mother’s Day in 2014 and 2015, which boasted over 12,000 unique subject lines and spanned 12 industries. The data, revealed that almost two-thirds of Mother’s Day email subject lines conveyed some type of emotion. Within those, top-performing emotions included encouragement and curiosity for both years. Subject lines like “Give mom the gift she really wants this Mother’s Day” and “Mother’s Day is this Sunday — shall we save you a table?” resonated best with subscribers, while the lowest-performing emotions were those creating a sense of safety or urgency.
“During holidays, like Mother’s Day, marketers have a great opportunity to engage with consumers through timely email campaigns,” said president of Yes Lifecycle Marketing, Michael Fisher. “Brands can seize this opportunity not only by offering gift suggestions but also leveraging the emotions the holiday evokes for consumers. The data we collected from past Mother’s Day campaigns shows that emails incorporating emotional language lead to more opens than those simply encouraging a quick sale.”
The same data also revealed that emails containing “Mother’s Day” at the beginning of a subject line sparked a 16 percent higher open rate than those that displayed it later in the subject line. When a phrase related to the holiday was mentioned earlier in a subject line, average open rates hovered around 11 percent, and when they appeared later, open rates averaged only 9.7 percent.
The positioning of “Mother’s Day” in the subject line had an even greater impact on open rates when displayed on mobile devices where the smaller screen affects readability. When the Mother’s Day reference was at the beginning of the subject line, mobile open rates increased by almost 38 percent. In contrast, positioning of the reference further within the subject line did not significantly impact open rates for emails opened on desktops.
“Identifying the best ways to engage consumers with email campaigns can be difficult, and doing it in a timely manner is even more challenging,” said Michael Iaccarino, CEO and chairman of Infogroup, parent company of Yes Lifecycle Marketing. “This Mother’s Day, marketers can reach consumers more effectively with emotion and now better understand when to reference the holiday in subject lines and messages based on this data.”
To learn more about the best performing Mother’s Day email campaigns, visit www.emailmarketing.com.
About Yes Lifecycle Marketing
Yes Lifecycle Marketing provides solutions that orchestrate cross-channel marketing communications to drive results and revenue. This is accomplished by leveraging technology, data, analytics, creative, and strategy to activate and optimize insights-driven, real-time, relevant communications. This holistic approach gives marketers the ability to source a full-service offering of best-of-breed technology and solutions from a single vendor in order to achieve their desired outcomes across all on and offline channels. To learn more, visit www.yeslifecyclemarketing.com.
Infogroup is a big data, analytics and marketing services provider that delivers best in class data-driven, customer-centric technology solutions. Our data and software-as-a-service (DaaS & SaaS) offerings help clients of all sizes.
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