Most holiday push notifications and emails were sent in the week prior to Black Friday. And they had higher open rates than other messages, according to an analysis by Braze.
But Braze warns that there has been a steep drop in retention in the most recent quarter — Day 1 retention was at 13.2%, compared to 0.9% 30 days later.
In general, there is usually an increase in messaging in the two weeks prior to Christmas.
Braze concludes that brands should try to build relationships with consumers far before the holidays instead of relying only on blasts during that hectic time.
Braze examined millions of clients around the holiday. The company serves such brands as HBO, Lyft, Jet.com, The Skimm, and Venmo.