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OptinDataList Marketing Services has released their Global Holiday Email Study, revealing in part
when marketers in different countries are emailing, the kinds of offers being used and results from
those efforts. Perhaps most interesting: the best time to send an email will depend on the country
where the shopper resides.
While common sense may tell a brand to send an email at 10:30 AM on a Monday, the report
finds the optimal time - for opens, clicks and conversions will vary by country, as consumers in
different countries continue to react to messaging differently. Their research finds US shoppers
are more engaged - read, more likely to click - on a marketing message on the weekend while
shoppers in France and India are more engaged during the week.
"The holiday season is incredibly important and significant to retail brands, as it can often make or
break their revenue goals for the year. The international holiday email study shows that there are
significant differences and similarities in customer behaviors and responses among the tactics
marketers employ across the various regions," said David Parker, general manager, cross-
channel marketing, OptinDataList Marketing Services. "Knowing these behaviors allows global
brands to capitalize on varying timing and tactical approaches by market."
The study found that more than one quarter (28%) of all emails in the US are sent during the
holiday season. Other interesting findings include:
Spanish consumers are likely to respond to a remarketing message after abandoning a shopping
cart (13.2% click rate, holiday season)
Most shoppers will respond to 'birthday' emails during the holiday season, but Asian brands aren't
using this tactic
US consumers are 'more responsive' during weekends thanks to their smartphone connections.
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