Amy Gesenhues says, “Adobe predicts this year’s online holiday sales will reach a record $83 billion, an 11 percent year-over-year increase compared to last year.

With so much up for grabs between now and the end of the year, brands are already escalating their email marketing campaigns as we enter the holiday season – but, reaching consumers through their inbox may prove to be more challenging compared to this time last year.

Email marketing provider ReturnPath reports global inbox placement rates have slid below 80 percent in 2015. According to ReturnPath, U.S. brands identified as “legitimate senders” saw 24 percent of their marketing emails blocked or placed in spam folders this year – a steep rise compared last year’s 13 percent.

The email marketing platform blames decline in inbox placement on refined technology and filtering approaches by mailbox providers.

“While inbox placement decision-making is highly proprietary, the mailbox provider community has has been expanding its filtering criteria into engagement-based and individualized signals in recent years,” says Return Path“.

Holiday Email Marketing Insights: Send Emails Early, Avoid Thanksgiving Day & Segment Your Lists

Marketing Land

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