After analyzing email marketing engagement rates during three World Cup games, MailChimp discovered what most of us already assumed: Americans just don’t love soccer as much as the rest of the world.
With 60 percent of its six-million customers outside the U.S., the email marketing company tracked send and click rates in Brazil, Mexico and the US during three separate World Cup events.
MailChimp’s findings revealed both Brazil and Mexico email marketing was significantly impacted by the World Cup, while America’s email marketing engagement rates were only slightly influenced.
World Cup Impact On Email Marketing In Brazil
On June 12 — the date of the World Cup opening ceremony and the Brazil versus Croatia match — MailChimp saw usage in Brazil plummet. From the report:
MailChimp usage from Brazil on Thursdays usually sees two moderate peaks with 8-10% of the day’s sends per hour, but the first day of the World Cup saw a significant shift to one large 14% peak earlier in the day and almost no activity during the opening ceremony and first game.
Along with send rates, Brazil’s email marketing engagement on June 12 – measured in total number of clicks – equaled only 61 percent of the country’s usual email activity during the previous four Thursdays.
This chart tracks Brazil’s email click rates during the opening ceremonies and the country’s match against Croatia. While click rates were not as low as send rates, engagement definitely dropped from its usual levels.
MailChimp customers in Mexico saw similar email disruptions during the June 13 game between Mexico and Cameroon, with campaign send rates dropping from the country’s typical 9 percent to 5 percent.
MailChimp noted Mexico did experience a rebound in send rates right after the game, with send rates climbing to 10 percent.
World Cup Impact On Email Marketing In U.S.
MailChimp’s email marketing numbers show a much different story in the US.
“We saw 1.5% of our campaigns sent shift from game time to hours before and after the game,” claims MailChimp after reviewing email marketing trends for the US during the World Cup match between the US and Germany on June 26.
Going on its findings, MailChimp recommended email marketers time their emails accordingly during big events like the World Cup. Although, from the looks of these numbers, if you’re sending emails in the U.S., and the event revolves around soccer, there’s no reason to be overly concerned.