Russian email mail service Unisender analyzed more than 3 billion letters sent to Russians in 2022-2024. According to data collected for March 2024, businesses began to congratulate their subscribers more frequently on gender holidays. socialbites.ca learned about this from a report of the company Unisender, which was at the disposal of the editors.
When email messages were examined, it was seen that the number of letters mentioning February 23 increased by 83.47% (the number increased from 12,071,517 in 2023 to 22,196,009 in 2024). Additionally, since March 8, the number of congratulations has increased by 35.38% (from 27,376,034 messages in 2023 to 37,062,712 in 2024). It is noteworthy that mentioning gender holidays increases the click-through rate, that is, the percentage of links opened within the email.
Most often, companies in the e-commerce and retail industries use gender holidays in their mailings; They account for 35.8% of all messages mentioning March 8 and February 23. Additionally, categories such as education (16.5%), tourism (7.5%) and informatics (6.4%) were at the top.
“References to gender holidays have always been a major trigger for reading a letter, and this has become even stronger in the past year. “We are noticing that more brands are turning to holiday mailings and click-through rates are increasing significantly,” said Grigory Bakhin, Unisender Commercial Director.
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