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Red, White & Better Off Forgetting July Fourth Emails

Posted on 6.27.2016

Most of us are looking forward to the three-day weekend and celebrating the country we call home, but email marketers are better off not including Independence Day - or any variation of it - in their email campaigns this week.

Data from Yesmail and Persado indicates that Fourth of July-themed email subject lines see lower open rates. Over the past three years, non-Independence Day-themed subject lines sent during the same period had an average open rate of 10.6 while July Fourth-themed emails averaged 9.3. While that isn't a huge difference, marketers keep increasing the number of holiday-themed emails sent each year and may be forgetting to actually deem whether they are effective or not - simply banking on timeliness rather than effectiveness. According to the companies, the number of emails marketers deployed related to the Fourth grew by 36.36 percent from 2013 to 2014, and by 12 percent from 2014 to 2015.

For marketers who are deploying July Fourth-related emails, they should include "encouraging" words like, "4th of July Sale: Go! Go!" or "July 4th Approaches! You are free to save BIG!" as well as include holiday messaging earlier in the subject line as opposed to later. Yesmail and Persado data proves these holiday emails enjoy higher open rates than their counterparts. 

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