It's surprising, but in its latest quarterly report, Return Path concludes that the increase in email volumes sent by advertisers in the run-up to the holiday season has no impact on recipients' engagement with brands. On the contrary, they would be fond of these emails.
In terms of figures, the average opening rate during this period only lost 0.4 points to reach 22.4% against an average of 22.8% during the other periods of the year. Regarding the complaint rate, we note that during this period it was lower for the retail sector (63 per 10,000 emails sent) than for the financial sector or travel.
It is difficult to draw general conclusions on the subject with so few elements. While Return Path is very enthusiastic about the results measured, advertisers should be warned that increasing the overall number of mailings is not a viable long-term solution. On the other hand, there is probably a big change taking place. With the introduction of categorization in some webmails, recipients are increasingly checking their emails when it suits them, whereas before they were deleting them as soon as they arrived. This may be the reason for these very optimistic conclusions ... but we will probably come back to this in a dedicated article soon.
One Response
Typically a phenomenon that was explained to advertisers without being able to really justify it.
A study on this subject was welcome, top!