Jim Ducharme's daughter made this tie for him.We all love our moms and dads, but we wondered what our data might say about any differences between thought and planning for Mother’s Day and Father’s Day. We weren’t really sure what we would find, but we sifted through the retail, department stores and online shopping industries and we came up with some interesting indicators which might be helpful to marketers when trying to market their products for either of these special days.

 

 

Mom’s Get More Mentions
There were over 30 million more emails sent with Mother’s Day mentions (569.46 million), slightly outnumbering Father’s Day mentions (536.33 million).

Marketers Make Last Minute Pushes for Father’s Day
Marketers seemed to focus on a last-minute push to promote Father’s Day, sending over 50% of their emails during Father’s Day week and sending roughly the same amount (23%) in each of the two weeks before. Among the top ten campaigns are key terms such as “hurry”, “don’t forget” and “still time”.

For Mother’s Day, marketers made their promotional push a week earlier, sending over 40% of their emails during the week ending 1 week prior to Mother’s Day, followed by 26% of the send volume during Mother’s Day week and 31% the week ending 2 weeks prior to Mother’s Day.

Mother’s Day Has Higher Read Rate
Mother’s Day campaigns had over a 1% higher read rate than Father’s Day campaigns (14.98% vs. 13.85%)

The highest read rates for Mother’s Day were during the week ending 2 weeks prior to Mother’s Day. The highest read rates for Father’s Day were during the week ending 1 week prior to Father’s Day.

So, what does all this data mean, if anything?
That one percent difference in reads doesn’t sound like much, but just that one point can mean millions in lost revenue. If marketers are making assumptions about their subscribers, rather than checking the data, they are leaving revenue on the table.

This could indicate that that consumers plan more in advance to purchase gifts for mothers than for fathers. Yet, one wonders why if men have that reputation for being last minute shoppers, why isn’t this the other way round? Are marketers doing a last minute hard shove trying to fight this tendency dads have to discourage gifts (certainly moms do this too, but dads seem to have the rep) on Father’s Day? Don’t give dads too much credit on this one; perhaps they are just trying to duck another bad tie.

Maybe there’s consumer/purchase fatigue with Father’s Day coming only a few weeks after Mother’s Day, so consumers put more thought into Mother’s Day. Anyone with a birthday around Christmas can tell you that they can get lost in the holiday gift buying frenzy.

What this data does tell us is that if you are operating in a bubble with no idea of what and how your competition is marketing, you are losing potential conversions! It’s impossible to stand out from a crowd if you don’t have any idea what the crowd is doing. That of course, is where eDataSource comes in and we’d love to show you how we can help you crush your competition while saving dad’s the world over from bad ties! Although on behalf of fathers everywhere, I would point out there is no such thing as a bad handmade tie from your son or daughter — coming from a great aunt, maybe, but not from your kids.

 

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