Retailers sent a lot more post-Christmas emails than they usually do

Article by John Landsman CATEGORIES: Frequency, Holiday/Event, Trends & Analysis TAGS:

The number of email campaigns Target sent between Dec. 26 and Jan. 2 rose nearly 87%.

Consumers’ inboxes didn’t get a reprieve from retailers’ marketing emails in the week after Christmas.

Six out of eight large retailers (Amazon.com Inc., Toys R Us Inc., Macy’s Inc., Dick’s Sporting Goods Inc., Best Buy Co. Inc., Wal-Mart Stores Inc., Kohl’s Corp. and Target Corp.) boosted the number of emails they sent from Dec. 26-Jan. 2 compared to the same period a year earlier, according to data released today by digital marketing vendor eDataSource, which gathers email marketing data from a panel of about 1.4 million consumers around the globe.

Wal-Mart, No. 4 in the Internet Retailer 2016 Top 500 Guide, and Kohl’s (No. 19) were the only retailers that sent fewer emails this year than they did a year earlier. Wal-Mart sent 219 million emails the week after Christmas, down 18.0% from 267 million a year ago, and Kohl’s sent 111 million emails, down 6.7% from 119 million, according to eDataSource estimates.

Read the full story as published by Internet Retailer, to see how Amazon’s email efforts stack up against other major retail brands — and why.