More Black Friday and Cyber Monday Emails than Ever in 2015

Posted by Tom Sather 

If sending volume is any indicator, email marketers were out to make this holiday season more impactful than ever. Using our consumer data network to analyze messages delivered to Gmail’s promotions tab, we found during the last 15 days of November marketers sent far more messages this year than they did in 2014.

On Cyber Monday alone, subscribers typically received 92 percent more promotional messages than they did the previous year. During the entire span, the average subscriber received anywhere from 11 to 17 messages a day, up from nine to 12 in 2104.

What impact did this amount of messaging have on subscribers? We looked at the three busiest mailing days in November and saw that marketers aren’t holding back this holiday season, making the competition for subscribers’ attention in the inbox tougher than ever.

The rest of this article can be viewed on Target Marketing.

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About Tom Sather

Email data and deliverability expert Tom Sather has worked with top-tier brands to diagnose and solve inbox placement and sender reputation issues as a strategic consultant with Return Path. As the company’s senior director of research, Tom is a frequent speaker and writer on email marketing trends and technology. His most recent analysis of new inbox applications’ effects on consumer behavior was widely cited across leading business media outlets including the Financial Times, Ad Age, and Media Post.

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