Email volume rose 25 percent year-over-year during the 2015 holiday season

New findings from Experian show that Cyber Monday retained its rank as the top email volume and transaction day; 90 percent of emails included an offer

New findings from the 2015 holidays season were released by Experian Marketing Services a recognized leader in data-driven marketing and cloud-based marketing technology, showing a significant increase in email volume year-over-year. The report,, Holiday Hot Sheet: Insights for the Holiday Marketer, indicates that email volume rose 24.8 percent during the 2015 holiday season compared to 2014, across all-industry verticals. Despite the increase in volume, the number of email opens, clicks and transactions also increased. Unique email opens increased 19 percent, unique email clicks increased 10 percent and email transactions increased 20 percent.

“As retailers find more ways to incorporate data to create more personalized and relevant emails, we are seeing both volume and transactions increase,” said Spencer Kollas, vice president of global deliverability services at Experian Marketing Services. “The 2015 holiday season showed us once again that marketers are still finding email to be a valuable way to increase sales.”

The report highlights other key marketing trends that defined the 2015 holiday season including the popularity of free shipping and an increase in emails opened on mobile devices. 

Ninety percent of retail email campaigns included an offer

According to Experian’s analysis, 90 percent of retail email campaigns during the 2015 holiday season included an offer, free shipping was the most common, followed by percent off. The percent-off email offers featuring coupons or codes increased from 34 percent to 40 percent in 2015, allowing more tracking of responses.

Mobile shopping continues to increase

The report found that the percent of email clicks received on a mobile device from retailers during the peak of the holiday season increased 7 percent from 2014. In addition, SMS messaging continued to be an emphasis. 88 percent of text messages included an offer with 55 percent of text messages including some percent off.

Cyber Monday retained its rank as the top email volume and transaction day

Although Thanksgiving Day unseated Cyber Monday as the top online shopping day, Experian Marketing Services research shows that Cyber Monday retained its rank as the top email volume and transaction date.

The top three email transaction dates in 2015 included:

  1.     Cyber Monday
  2.     Black Friday
  3.     Sunday after Black Friday

The top three email volume dates in 2015 included:

  1.     Cyber Monday
  2.     Black Friday
  3.     Day before Thanksgiving


About Experian Marketing Services

Experian Marketing Services is a leader in data-driven marketing and cloud-based marketing technology. Experian® is the only company in the world to offer a comprehensive Marketing Suite that unites customer insights, analytics, data quality and cross-channel marketing technology into a single platform. Backed by the industry’s highest-rated client services team and the world’s largest consumer database, we provide more than 10,000 brands in more than 30 countries with unique competitive advantages through marketing services and technology. Our extended legacy in data security, management and consumer privacy has earned the trust of organizations and consumers from around the world for more than three decades. For more information, please visit

About Experian

We are the leading global information services company, providing data and analytical tools to our clients around the world. We help businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making.

We also help people to check their credit report and credit score, and protect against identity theft. In 2015, we were named by Forbes magazine as one of the “World’s Most Innovative Companies.”

We employ approximately 17,000 people in 37 countries and our corporate headquarters are in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended March 31, 2015, was US$4.8 billion.

To find out more about our company, please visit or watch our documentary, “Inside Experian.” 


Suzanne Blackburn

Experian Marketing Services

1 212 863 4648  

Experian and the Experian marks used herein are trademarks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners.

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