Gift Guide / Holiday Shopping Email Benchmarks
Gift guide emails curate products for seasonal gifting. They perform well during holiday periods. Average open rates range from 28% to 42%, with CTR between 4% and 10%.
Key Benchmarks
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 28-42% | 42%+ | 52%+ |
| Click-Through Rate | 4-10% | 10%+ | 16%+ |
| Gift Guide Conversion | 3-8% | 8%+ | 15%+ |
| Last-Minute Gift CTR | 6-14% | 14%+ | 22%+ |
Best Practices
- Segment by recipient type (for him, for her, for kids, under 25)
- Use gift price ranges in subject lines
- Send multiple gift guide emails as the holiday approaches
- Make last-minute shipping deadlines clear
Frequently Asked Questions
What is a good conversion rate for gift guide emails? 3-8% is average, higher than standard product emails because the recipient is in a buying mindset for others.
When should gift guide emails start? 4-6 weeks before the major holiday. Increase frequency as the holiday approaches, with last-chance shipping deadlines being the highest-converting emails.
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