World Cup Disrupts Email Marketing Rates In Brazil & Mexico, But Almost No Impact On U.S.

shutterstock_178258670-world-cup-soccer-ballAfter 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.

World Cup impact on Brazil email send timesAlong 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.

World Cup impact on Brazil email click timesWorld Cup Impact On Email Marketing In Mexico

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 Mexico email send timesMexico’s click rates during the game against Cameroon mirrored the country’s send rates, dropping from 9 percent to 5 percent as well.

World Cup impact on Mexico email click times

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.

World Cup impact on US email send timesUS email marketing click rates were only slightly impacted during the same game.

World Cup impact on US email click timesGoing 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.

Related Topics: Channel: Email Marketing | Email Marketing | Statistics: Email Marketing | Top News | World Cup


About The Author: is Third Door Media's General Assignment Correspondent, and reports on the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including,, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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  • Manjunatha KG

    It is expected that the email campaigns during these major sport events of the nation, will result drop in engagement. Since most of the games are played in the evening or night, I don’t see any significant drop in overall engagements for campaigns executed in morning and study shows that the engagement is higher in morning than in late afternoon or nights.

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