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Email Marketers: Don't Forget About Dad

Posted on 6.14.2016

If there were ever a reason to create an email editorial calendar it's Father's Day.

This is because the holiday doesn't receive as much fan-fare from either marketers or consumers as the winter holidays (of course) nor Mother's Day. In fact, gift-givers spend an average of $163 on mothers, wives, sisters, grandmas, etc., for that day versus $114 for the dads in their lives. Even so, there is a ton of opportunity in the mid-June holiday with Yesmail indicating that while engagement is low with Father's Day-themed emails, conversion rates are high.

After analyzing more than 128,000 emails sent in the two weeks leading up to Father's Day in 2014 and 2015, Yesmail found these emails boosted a significantly higher conversion rate than general campaigns (5.4 percent versus 1.7 percent). Additionally, the number of conversions from Father’s Day more than doubled year-over-year (from 3.1 percent to 7.2 percent), suggesting, according to Yesmail, that the upward trend may continue in 2016.

To take advantage of these findings, senders will want to include "Father's Day," "father," "pops," or "dad" in the subject line, but understand that while engagement may drop, revenue could increase (depending on relevancy and quality of offers and content, of course).

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