Return Path surveyed 723 US consumers between the ages of 18 and 54 on December 28, 2004 to find that 98.6% felt they received more e-mail messages during the holiday season than they normally do over the year.

Unfortunately for retailers who turned to e-mail more this holiday season, over 30% of respondents felt that the increase in e-mail that they received over the holidays was nothing but spam. In fact, 60.1% just deleted unwanted e-mails they received between October 31 and December 25, while 49.1% say they were indifferent to the unwanted rise in e-mail.

The results were better, however, for e-mail consumers received from retailers they are familiar with and trust, as Return Path found that though nearly 35% say e-mail had no impact on their shopping habits over the 2004 holiday season, over 31% say e-mail had a 'small' influence. Over 7% say e-mail had a significant influence over their shopping behavior this past holiday.

E-Mail's Success over Holiday Season Posted by: DTB at 9:08 PM  |  Permalink