A Moscow-based email marketing service, Unisender, analyzed billions of messages sent to Russian subscribers across the years 2022 through 2024. In a comprehensive look at March 2024 data, the company observed a clear shift: many brands began sending more greetings tied to gender holidays. The insights, drawn from a large-scale processing effort, were shared with the editors of socialbites.ca and illuminate how marketers adapt their mailing strategies around culturally significant dates.
When the email streams were scrutinized, it became evident that references to February 23—Defender of the Fatherland Day—rose sharply, climbing by 83.47 percent. The volume grew from 12,071,517 messages in 2023 to 22,196,009 in 2024. Likewise, the period following March 8 saw a notable uptick, with inclusive birthday and holiday greetings increasing by 35.38 percent, rising from 27,376,034 messages in 2023 to 37,062,712 in 2024. Analysts point out that mentioning gender holidays correlates with higher engagement, specifically a rise in click-through rates where recipients interact with links inside the emails.
The industries most prone to weaving gender holiday themes into their campaigns are e-commerce and retail, collectively accounting for about 35.8 percent of all messages that reference February 23 and March 8. Beyond these sectors, education is represented at 16.5 percent, followed by travel and tourism at 7.5 percent, and information technology at 6.4 percent. This distribution highlights how marketers across different verticals leverage cultural moments to increase visibility and drive action, while balancing brand voice with festive messaging during peak windows.
Grigory Bakhin, the commercial director at Unisender, noted that references to gender holidays have always sparked reader interest, but the trend intensified over the last year. He explained that more brands are embracing holiday-centered mailings, and the result is higher engagement, with click-through rates showing meaningful gains as campaigns align with cultural observances. This trajectory suggests marketers are optimizing timing, tone, and content to resonate with audiences during moments that carry shared social significance.
In related tech news, Pavel Durov recently highlighted Telegram’s resilience amid a broad Internet outage, using the moment to underscore the platform’s reliability in a disrupted digital landscape. The assessment comes as businesses increasingly evaluate how messaging and notification services perform during outages, a consideration that influences how companies coordinate cross-channel campaigns and maintain consistent customer contact during service interruptions.