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The 2013 Email Marketing Holiday Calendar

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To help you with your holiday campaign planning, we’ve created this helpful calendar that for each month includes:

A projection of the average number of promotional emails retailers will send each of their subscribers
The portion of that overall email volume that will be holiday messaging
Common holiday messaging themes
Key days to be aware of
And much more

You can also download this calendar as a pdf with one month per page, so you can use it as a planning tool throughout the year.

Good luck planning your holiday messaging and stay tuned for more holiday help from ExactTarget.

Published in: Technology, Business
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The 2013 Email Marketing Holiday Calendar

  1. 1. The Email Marketing a retailer’s guide to holiday email marketing success
  2. 2. Holiday marketing begins many months before the stockings are hung. Use this handy calendar to plan ahead and make sure you’re sending the right holiday messages at the right times in the holiday season.
  3. 3. The number of promotional emails that retailers will send to active subscribers in July17 * The percentage of retailers that will send a July email mentioning the holidays 1 17 18 22 23 24 25 30 31 12 19 26 06 13 20 27 07 14 21 28 01 02 03 04 08 09 10 11 16 05 29 1515 04 25 26
  4. 4. The small amount of holiday messaging that there is will be in email banners and other secondary message blocks. Very Low 17 18 23 24 25 29 30 05 12 19 26 06 13 20 27 07 14 21 28 01 03 04 08 09 10 15 16 11 22 02 31 19
  5. 5. • • • • • • • 17 18 22 23 24 25 29 30 05 12 19 26 06 13 20 27 07 14 21 28 01 02 03 04 08 09 10 11 15 1614 31 Moderate
  6. 6. Steel Black Friday’sThunder! Black Friday! 28 17 18 22 23 24 25 30 05 12 19 26 13 20 27 07 21 01 02 03 04 08 09 10 15 16 28 29 22 1411 06 01 25 15 27 30 08
  7. 7. • • • • • • • • • • •
  8. 8. 02 17 22 24 29 30 12 19 13 27 07 14 21 28 01 03 04 08 10 15 18 20 25 26 02 16 1109 23 31 05 06 26 Very High
  9. 9. • • • • • •
  10. 10. 15 16 20 21 22 23 27 28 29 03 10 17 24 04 11 18 25 05 12 19 26 01 02 06 07 08 09 13 14 30 31 01 06 • • • Low
  11. 11. 1. National Retail Federation. “Shoppers to Remain Conservative with Holiday Gift Budgets This Year, According to NRF,” October 17, 2012. http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1438 2. National Retail Federation. “Thanksgiving Day Promotions Win Over Millions of Holiday Shoppers, According to NRF,” November 25,2012. http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1462 3. National Retail Federation. “Holiday FAQ.” http://www.nrf.com/modules.php?name=Pages&sp_id=1140 *Promotional email volume predictions are based on actual message volumes sent by more than 100 U.S. online retailers from April to June 2013 and then extrapolated based on previously identified holiday sending patterns.

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