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Email Marketing Year in Review 2020.
Email Marketing Year in Review 2020.
As we begin 2021, we want to wish you all a happy new year and share some highlights from last year's email marketing efforts. We’re looking forward to a hopeful, positive, and successful year ahead!
We sent 51 email campaigns resulting in 4,358,987 total emails sent!
22% Email Open Rate - Up % YOY, 2% Email Click Rate Up % YOY
We Tested. We Redesigned. See Some of What We Created. View Layouts.
We saw great engagement with our emails where gifs were included. For example, our Christmas email had a 125% increased click rate compared to last year's Christmas email that did not feature a gif.
We Tested. We Redesigned. See Some of What We Created. View Layouts.
Key Takeaways
Testing was a success! COVID-19 changed our typical strategy, so we shifted our focus to see how we could best support inspirational content while continuing to increase our engagement. We A/B tested subject lines, used first name personalization and emojis in subject lines, developed new creative layouts and content areas, as well as deployed resends of emails where we wanted certain content to be more supported.
Our open and click rates for the year were consistently above our YOY results. With this success, we could determine what content suits our audience the best. Our highest performing content for the year includes recipes (of course!), genealogy, and experiencing Ireland through videos. We also learned what is not of as high interest to our database audience, including sports and literature.
We consistently had a lower unsubscribe rate this year than previous years. Our subscribers want to hear from the brand. They want to know how Ireland is maneuvering through the pandemic and how they will be supported after it. As we move into 2021, we want to promote overall safety of the island, precautions in place, and why Ireland is the perfect place for their first international trip after the pandemic.
Top Performing States
Florida California New York
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