I have a friend who’s sending a marketing email to an active audience of about 35-45k subscribers over Christmas. She just asked me what the best day would be to send. My immediate response was, “segment the audience and send in batches over 5 days if you’re looking to test for ‘best day’,” but for a more gut answer, curious the group’s thoughts.
I once did an email campaign with a strategic partner over Christmas of 2015, we bought a dedicated email to send to an audience of about 2.5mm subscribers, and because we were delivering it over Christmas, we got it at a 50% discount. The conventional wisdom was, “Don’t send over Christmas”. The campaign ended up doing really well for us – open rate was par for that partner (~20%), click rate was strong for the creative (don’t remember), and we got higher than expected traffic as it delivered between the 23rd and 25th.