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How will Easter affect retailers’ email engagement?

Easter

Every year there is a flurry of articles predicting and then dissecting the results of the Christmas period, but little seems to be published about Easter. Although a much smaller sales opportunity, Easter is starting to gain momentum as a key retail date so I thought it would be good to share some email stats around it.

Looking at numbers from last year, it seems that subscribers were most likely to engage with emails the day before Easter, even more than the average during that month. This shows it’s never too late to promote your products. The chart below shows the email results of the days in the week leading up to Easter compared to the average of the month.

easter engagement 2016

Top tips:

  • Use an enticing subject line to push the open rate up
  • Test the use of dynamic content for an increased conversion rate
  • Keep your message simple in the email and show more on the website once they click-through

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