B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
27.6%
27.6% -- email engagement decline for emails using 'gifts' (2026)
Promotional email subject lines using the generic plural term 'Gifts' experienced a 27.6% decline in performance/engagement.
- Study analyzed email subject lines sent specifically between January 15 and February 14 over a ten-year period
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
27.6%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
61,000
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
50
Citation Chain
90
Independence
30
Methodology
45
Freshness
83
Source
Jacquard
Primary
Tier A
https://retailtimes.co.uk/your-valentine-drives-22-higher-engagement-than-valentines-day-study-of-61… ↗
Source Article
"Your Valentine" drives 22% higher engagement than "Valentine's Day", study of 61,000 emails reveals
As brands prepare for Valentine’s Day marketing campaigns – a $25.8B US holiday in 2024 – new research reveals that emphasising human connection over the holiday itself boosts engagement by 22%. A ten-year study of over 61,000 email subject lines carried out by marketing platform Jacquard (www.jacqu…
Original Research
Jacquard
· Original study ↗
Methodology
Study of 61,000 email subject lines
Methodology documented
Segmentation
Channelcommon_crawl
Cite this stat
Plain Text
emails using 'gifts': 27.6% email engagement decline. Source: Jacquard (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/email-engagement-decline-gifts
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<blockquote cite="https://lighthousedata.io/data/email-engagement-decline-gifts" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>27.6%</strong> -- email engagement decline for emails using 'gifts'<br><small>Source: Jacquard (2026) · <a href="https://lighthousedata.io/data/email-engagement-decline-gifts" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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