Amazon’s December email campaigns outperform competitors, earning nearly 20% read rate

According to eDataSource, an email marketing and e-commerce analytics platform, Amazon’s email marketing efforts have outperformed seven other retailers so far this month. Tracking campaigns sent between November 29 (the day after Cyber Monday) through December 10, the e-commerce giant sent 1,691 email campaigns — earning 96.6 percent inbox placement and a 19.8 percent read rate. Looking at email marketing efforts for Amazon, Toys “R” Us, Macy’s, Dick’s Sporting Goods, Best Buy, Walmart, Kohl’s and Target, eDataSource tracked the total campaigns sent, read rates and inbox placement — comparing this year’s results with 2015. Amazon not only came out ahead for read rates and inbox placement, it also sent 56 percent more campaigns this year than it did last year.