Seasonal Greeting Campaign Email Benchmarks
Seasonal greeting emails build brand goodwill during holidays or year-end. They typically do not have a direct sales CTA. Average open rates range from 30% to 45%, with CTR between 3% and 8%.
Key Benchmarks
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 30-45% | 45%+ | 55%+ |
| Click-Through Rate | 3-8% | 8%+ | 14%+ |
| Social Share Rate | 3-10% | 10%+ | 18%+ |
| Unsubscribe Rate | 0.1-0.4% | Below 0.1% | Below 0.05% |
Best Practices
- Personalise the greeting where possible — reference the recipient's history with the brand
- Send 1-3 days before the actual holiday for best timing
- Include a small gift, discount code, or exclusive content when appropriate
- Keep the design warm and on-brand — this is a brand-building touchpoint
- Avoid hard-sell CTAs — the goal is goodwill, not immediate conversion
Frequently Asked Questions
What is a good open rate for seasonal greeting emails? 30-45% is average. Rates above 45% indicate strong brand affinity and effective subject lines.
Should seasonal greeting emails include a promotion? A small gift or exclusive discount can improve engagement, but the primary focus should be genuine goodwill. Emails that are purely promotional disguised as greetings can feel inauthentic and may increase unsubscribes.
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