Brands continue sending more and more emails, according to the latest quarterly email benchmark report from Experian Marketing Services, which details a 12.7% year-over-year increase in brands’ email volume during Q3. That’s the third consecutive quarter of double-digit increases, with each quarter also registering an uptick in open rates. Meanwhile, further data from Experian indicates that so far this holiday season, weekend emails are getting the job done.
Experian notes that during the first 8 weeks of the holiday season (Q4 in this case), two-thirds of brands sent promotional mailings on the weekend, including 81% of multi-channel retailers. During the period, promotional emails sent on the weekend averaged 8% higher unique open rates (16.3% vs. 15%) while also seeing 36% higher transaction rates (0.06% vs. 0.04%) and 38% higher revenues per email ($0.09 vs. $0.06). Read the rest at MarketingCharts.