Email open rates for seasonal campaigns

Certain times of the year and seasonal events can see a surge in the number of emails being sent, with many brands creating campaigns that tie into seasonal events such as Christmas, Easter or national days such as Valentine’s day. These big events throughout the year can help to retain the interest of your consumers through offering promotional content or discount codes which generally tend to help with open rates. But which seasonal campaigns get the best traction?

These graphics, split up by each quarter of the year show that overall, campaigns around March, with ties to Easter see the best open rates of 28.05%. February campaigns which could be tied to Valentines are the second most successful in terms of open rates, and April campaigns with a potential tie to festivals also see high open rates.

Looking at Q2 of the year, campaigns in May linking to Mothers Day in the US see a peak, whereas June is a less successful month for seasonal campaigns.

Q3 sees a small peak in July with campaigns linking to the summer holidays and again in September with back to school content.

Finally, in Q4, open rates are relatively stable throughout the months leading up to the end of the year, however, October sees a slight increase with campaigns that tie into Halloween and Oktoberfest. 

Source: Sendinblue (https://www.sendinblue.com/wp-content/uploads/2020/11/Industry_Benchmark_EN_2020.pdf