Yes Marketing：2018年假日购物季营销指南（英文版）（53页）.pdf

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1、2018 Holiday Marketing Guide Lessons it applies broadly to the winter holiday season and spirit of celebration without specifying a particular event. Alternatively, Green Monday was the least utilized event, yet Green Monday emails generated the third highest engagement and conversion rates among al

2、l messages. In Q4 2017, messages referencing 7 out of the 9 most prominent holidays in their subject lines generated lower open rates than the 13.9% average for standard emails. Some possible explanations for this include: - The unique nature of the holiday season means more brands are using the sam

3、e 9 most popular themes in their deployments to compete for subscriber attention. - End-of-year pressure to meet revenue projections can lead to higher mailing frequency, which then translates to consumers being overwhelmed by similar-looking messages, and ultimately makes it even more challenging f

4、or each message to stand out. - Marketers who dont have a clear understanding of their audiences demographic make-up and messaging preferences lean toward sales-focused approaches to their mailing programs. Even when incorporating a holiday theme, the traditional methods of batch and blast lack rele

5、vancy and are no longer enough to capture subscriber attention. Despite the lower engagement rates, themed emails for 5 of the 9 major Q4 holidays and events generated higher conversion rates than the average for BAU emails (4.8%). - Combination of the right email content, offer and timing can signi

6、ficantly impact conversion rates especially when subscribers are ready to buy. - Many of the themed emails with weaker conversion rates were typically not associated with persuasive call-to-actions (CTA) prompting subscribers to buy. Examples include Thanksgiving and Christmas messages that centered