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Consumers Appreciated the Influx of Holiday Season Emails?

Posted on 2.10.2015

Email is one of the most basic tools in a marketer's vast collection, yet it remains one of the most effective.

Return Path, an email analytics company, has released the findings from its latest quarterly snapshot, titled “State of the Inbox,” detailing consumer behavior and inbox data, among other things, during the holiday season.

According to Return Path's findings, the average consumer inbox received approximately 25 percent more emails between Black Friday and Cyber Monday as well, as roughly 10 percent more emails on a daily basis, during the four weeks after Thanksgiving. Interestingly, while consumers’ inboxes were bloating during the holiday season, emails' read rate stayed relatively steady throughout the quarter. In fact, during the holiday season consumers read 22.4 percent of the messages they received down slightly from the quarterly average of 22.8 percent.

“While most marketing industry pundits praise the email channel for its exceptional ROI, few openly challenge the myth that consumers don’t like it or merely tolerate it. The data consistently refutes that view. When brands craft responsible, consumer-friendly email programs that comply with established best marketing practices, people read it, engage with it, and most importantly, actually like it,” said Return Path President George Bilbrey.

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