SCOOP 18                           JANUARY 21, 2022

The first 2 weeks of January are NEVER good for EMAIL MARKETING....

Here is some interesting data to consider...

HISTORICALLY:

January 1st – 14th VS January 15th – 31st

2nd Half January Click-Through Rates:

Consumer: UP 31% 👍

Business: UP 42% 👍

And this year especially...Nobody has time for your emails. They can barely figure out how to function normally. Things will pick up in a big way as January wraps up. 👊👊👊

TACTICS DON’T WORK YEAR-ROUND

Lots of interesting new trends that we are seeing related to certain tactics working at certain times of the year...

EXAMPLE: Emojis

Emoji use in subject lines in Q4 2021 was up over 1,000% for both BtoB and BtoC marketers. In Q4, Emoji Use in Subject Lines Increased Open Rates: BtoC UP 27% and BtoB UP 21%

BUT...

January 2nd – January 16th Emoji Use in Subject Lines is DOWN –

BtoC: DOWN 57%. (that is ‘use’ and not ‘performance’)

BtoB: DOWN 71%. (that is ‘use’ and not ‘performance’)

What’s interesting is we are already seeing campaigns planned surrounding Valentine's Day and emojis in subject lines appear to be playing a huge role. Even more interesting is BtoB campaigns planned for February have heavier use of emojis than what we are seeing currently.

What does all of this mean?

Tactics are not for use year-round. Different things work at different times of the year...When holidays approach and things aren’t a mess there is a greater appetite for more gimmicky marketing tactics. Basically, if we are ‘in the mood’.