Trends Q: Do more people opt out of resort emails that are sent on Christmas day?

We probably don’t need to tell you that Christmas is around the corner. And, so being, we decided to once again take a brief (we’re sure you have more important things to do) stab at answering a simple question: if you send an email on Christmas day, will more people opt out than they normally would? Here’s what we found.

The Goods
To find our answer we looked at over 40,000,000 resort emails sent between Dec 17 and Jan 8 during the last handful of years. This included just over 90,000 opt outs for an average opt-out rate of about 0.22%.

Rather than look at the numbers alone, we compared each day’s opt-out rate to the average to make it clearer how well that day performed compared to the others in the sample. So a rate of -0.07% means the opt out rate that day was 0.07 percentage points below the average or about 0.15% (0.22-0.07) overall.

Despite having a large sample, rates fluctuated quite a bit, perhaps influenced by the days of the week these dates fell on in the past. However, when you look at the period between Dec 17 and Dec 31, only Dec 27 was able to edge out Christmas day for the highest opt out rate.

What This Means
Now, this shouldn’t scare you away from sending on Christmas day completely, but if you have a campaign that doesn’t absolutely have to go out that day, sending it on Christmas Eve or in the gap between Christmas and New Years might be a better idea.

What’s more interesting, though, is the spike that starts right at New Year’s Day. Whether it’s a side effect of resolutions to cut down on inbox clutter or a result of coming back to a busy office after a break, if you’re worried about opt-outs you may want to avoid the first few days of the year.

Is this blog post helpful? 
Send us a note to reach-out@inntopia.com and let us know if this data helps you think about your email plan differently.