Consumers More Likely To Open Marketing Emails During Holidays

Online shoppers are 68% more likely to open a retailer’s email during the holiday season than at any other time of year, according to a recent study from Adlucent. The digital marketing and intelligence company polled 571 U.S. consumers across 43 states that planned to shop online this holiday season to analyze their opinions on digital marketing. The data reveals that American consumers are more willing to engage with advertising during the holidays. In addition to 68% of consumers being more likely to open a retailer’s email during the holidays when compared to the rest of the year, 32% of online shoppers suggested that they would be more likely to click on a retail ad. It’s no surprise, then, that marketers are spending more money this holiday season than in past years. Marketing platform AdRoll conducted an internal study of its more than 25,000 customers, across industries, discovering that advertisers spent 17.9% more on Black Friday and 13.8% more on Thanksgiving this year than they did in 2015.