The end of the holidays may not have given marketers’ inboxes any reprieve, as major retail brands analyzed by eDataSource increased their email volume significantly year-over-year during the week after Christmas.
eDataSource is an email intelligence solution that monitors the email activity of leading retailers in real-time via a consumer panel of 1.5 million active inboxes. The company investigated the email marketing activity of eight large retail brands to analyze email volume and read rates, including Amazon, Macy’s, Target, Kohl’s, Walmart, Toys R Us, Dick’s Sporting Goods and Best Buy.
Walmart and Kohl’s were the only brands to minimize email volume year-over-year, according to the study, while the other six retail brands increased the amount of emails they sent during the week after Christmas substantially. Walmart limited email volume year-over-year from 267 million to 219 million email messages sent during the week after Christmas, while Kohl’s reduced email volume from 119 million emails to 111 million.
