30 Seasonal Email Campaign Statistics Every E-commerce Brand Needs to Know

Data-driven analysis revealing how inbox placement and deliverability optimization transform holiday email performance for e-commerce brands

Seasonal campaigns represent the most lucrative email marketing opportunity of the year, with BFCM 2024 revenue reaching $112.6 billion. Yet most e-commerce brands leave substantial money on the table when their promotional emails land in Gmail's Promotions tab instead of the Primary inbox. Mailmend's algorithmic inbox placement technology helps brands capture this revenue by ensuring holiday emails reach subscribers where they're most likely to be seen and acted upon—delivering 50-100% revenue increases with results visible on Day 1.

Key Takeaways

• Holiday email campaigns drive massive revenue – E-commerce brands generate 17-26% of revenue during the holiday season alone

• Email ROI remains unmatched – Email marketing generates $36-$40 per dollar, representing 3,600-4,000% ROI

• Automation multiplies results – Automated email campaigns generate 320% more revenue than non-automated ones

• Deliverability is increasingly challenging – 65% of marketers say deliverability is becoming more difficult

• Inbox placement determines visibility – In 2023, 7% went to spam and another 7% went missing entirely

• Mobile optimization is critical – 44.2% of opens occur on mobile devices

• Segmentation drives massive gains – Properly segmented campaigns can boost revenue 760%

Understanding Seasonal Email Performance: Key Metrics and Benchmarks

1. BFCM 2024 generated $112.6 billion in revenue, including $10.8 billion on Black Friday alone

The 2024 holiday shopping season shattered records, with BFCM generating revenue of $112.6 billion. This massive spending window represents the single largest revenue opportunity for e-commerce brands each year. Email marketing serves as the primary driver of this revenue, making inbox placement during this period especially critical.

2. Brands generate between 17% and 26% of yearly revenue during the holiday season

For most e-commerce businesses, 17-26% of revenue comes from holiday campaigns. This concentration of revenue in a short window means deliverability problems during peak season have an outsized impact on annual performance. Brands that ensure Primary inbox placement capture significantly more of this seasonal spending.

3. Email marketing generates between $36 and $40 for every dollar spent

With ROI ranging from $36-$40 per dollar invested, email remains the highest-performing marketing channel available to e-commerce brands. However, this ROI assumes emails actually reach the Primary inbox. Emails buried in the Promotions tab see dramatically lower engagement, reducing the effective ROI of even well-crafted campaigns.

4. Email campaign click-to-conversion rates grew by 27.6% in 2024

The effectiveness of email continues improving, with click-to-conversion rates growing 27.6% year-over-year. This improvement reflects better personalization and targeting—but these gains only materialize when emails reach subscribers in the Primary inbox where they command attention.

5. Industry-wide open rates reached 26.6% in 2024, a 6% year-over-year increase

Open rates reached 26.6% during 2024, demonstrating growing consumer engagement with email marketing. Brands using inbox placement optimization consistently outperform these benchmarks, with real-world case studies showing substantial improvements:

• Dr. Squatch increased email revenue by 112% escaping the promotions tab, achieving 42% increase in open rates and 67% increase in CTR

• StickerYou saw a Day 1 boost of 20% with 100% increase by month 1, delivering 64% increase in open rates and 43% increase in CTR

• Ministry of Supply achieved results within a business day, with 27% increase in open rates and 30% increase in CTR

• Larsson & Jenning saved their Black Friday after data failure issues, achieving 82% increase in open rates and 51% increase in CTR

• Amberjack saw instant revenue increases with 54% increase in open rates and 51% increase in CTR

• Clevr Blends boosted email revenue with 21% increase in open rates and 63% increase in CTR

The Challenge of Inbox Placement in Seasonal Campaigns

6. 65% of email marketing professionals say deliverability is becoming more difficult

A significant 65% of marketers report that deliverability challenges are increasing. Gmail's algorithms continue evolving, making it harder for promotional content to reach the Primary inbox through traditional methods. This trend makes algorithmic inbox placement solutions increasingly valuable for competitive e-commerce brands.

7. In 2023, 7% of emails went to spam and 7% went missing—only 86% reached inboxes

Deliverability data reveals that 14% never reach their intended destination—7% land in spam folders while another 7% disappear entirely. Even among emails that do arrive, many are relegated to the Promotions tab where visibility and engagement plummet. This represents millions in lost revenue for brands relying on email during peak seasons.

8. 43% of US email recipients delete brand emails without reading them

Nearly 43% of consumers delete branded emails without opening them. This deletion rate increases dramatically for emails in the Promotions tab, where messages compete with dozens of other promotional offers. Primary inbox placement ensures emails appear prominently, reducing reflexive deletion.

9. 116.5 million emails were sent on Black Friday, surpassing any other day

Black Friday sees 116.5 million emails sent—the highest volume of any day of the year. This inbox saturation makes deliverability optimization essential. Brands whose emails reach the Primary inbox stand out from competitors stuck in the Promotions tab, capturing disproportionate attention and revenue.

10. Cyber Monday saw 106 million emails sent

Following closely behind Black Friday, Cyber Monday emails totaled 106 million sent to consumers. This sustained email volume throughout the BFCM weekend creates significant competition for subscriber attention. Inbox placement becomes the determining factor in which brands capture revenue versus which get ignored.

Boosting Holiday Revenue: The Direct Impact of Primary Inbox Placement

11. Mobile shoppers spent $131.5 billion during November 1-December 31, 2024

Holiday mobile commerce reached $131.5 billion during the 2024 season. Mobile users check email frequently but scan quickly, making Primary inbox placement even more critical. Emails in the Promotions tab are rarely explored on mobile devices, where users focus on their Primary inbox.

12. 65% of online sales on Christmas Day 2024 were made using a mobile device

Christmas Day shopping was 65% mobile, highlighting the dominance of smartphone-based purchasing during holidays. Mobile email behavior favors Primary inbox messages, making deliverability optimization essential for capturing holiday mobile revenue.

13. Email accounts for 20% of online holiday site visits

Email marketing drives 20% of traffic to holiday websites, making it one of the most significant traffic sources during peak season. When emails reach the Primary inbox, click-through rates increase substantially, translating directly to more site visits and more conversions.

14. In 2019, research showed 68% of holiday shoppers paid increased attention to emails during Christmas

Consumer research shows 68% of shoppers specifically watch their email for deals and offers during the Christmas season. This heightened attention creates massive opportunity—but only for brands whose emails actually reach the Primary inbox where attention is focused.

15. 59% of consumers say marketing emails influence their purchasing decisions

More than half of consumers (59%) acknowledge that marketing emails directly influence their purchasing decisions. This influence depends entirely on emails being seen. Mailmend's inbox technology ensures promotional emails appear where they'll be seen and acted upon.

Achieving Immediate Impact: Day 1 Results for Your Seasonal Emails

16. Black Friday emails achieved a 13% click-through rate

During BFCM 2024, Black Friday emails achieved an impressive 13% click-through rate when excluding bot activity. This high engagement demonstrates consumer readiness to act on promotional emails during peak season—provided those emails reach them effectively.

17. Cyber Monday emails reached a 15% open rate, slightly higher than 2023

Cyber Monday campaigns saw 15% open rates, showing continued strong engagement with holiday emails. Brands using inbox placement optimization consistently exceed these benchmarks, with some achieving 40%+ open rates through Primary inbox delivery.

18. 21.2% of all email opens happen within the first hour of sending

Timing matters significantly, with 21.2% of opens occurring within the first hour after sending. This rapid engagement window makes inbox placement critical—emails that land in the Primary inbox immediately capture this high-engagement window, while Promotions tab emails miss it entirely.

19. 7pm sees the highest engagement rates for holiday emails, with 9.45% of email opens

Peak engagement occurs at 7pm, capturing 9.45% of opens. Strategic timing combined with inbox placement optimization creates compound improvements in seasonal campaign performance.

20. Lunchtime (11am-1pm) is prime time for emails on Black Friday and Cyber Monday

For BFCM specifically, lunchtime engagement peaks when consumers actively check deals. Ensuring Primary inbox placement during these peak windows maximizes the return on seasonal campaign investments.

Zero Changes, Maximum Impact: Maintaining Your Seasonal Content Strategy

21. Personalized subject lines increase email open rates by 26%

Personalization drives results, with personalized subject lines boosting opens by 26%. However, personalization only works when emails reach the Primary inbox. Mailmend's approach allows brands to maintain their personalization strategy while ensuring deliverability—no content changes required.

22. Automated email campaigns generate 320% more revenue than non-automated ones

Automation multiplies email revenue, with automated campaigns generating 320% higher returns than manual sends. These automated flows perform even better when paired with inbox placement optimization, as every triggered email reaches the Primary inbox rather than getting filtered to Promotions.

23. Segmented campaigns can boost revenue by up to 760%

Proper segmentation delivers dramatic results—up to 760% revenue increases over non-segmented campaigns. This sophisticated targeting loses effectiveness when segmented emails land in the Promotions tab alongside generic mass emails. Primary inbox placement preserves the advantage of segmentation.

24. Automated emails had 52% higher open rates and 332% higher click rates vs regular campaigns

Automated flows achieve 52% better opens and 332% higher click rates compared to standard campaigns. These metrics improve further when automated emails consistently reach the Primary inbox, compounding the benefits of automation with improved deliverability.

Seasonal Deliverability for Klaviyo Users: Optimized for E-commerce Success

25. Automated flows generate up to 30x more revenue per recipient than campaigns

Klaviyo benchmark data shows automated flows deliver 30x higher revenue per recipient compared to standard campaigns. Mailmend integrates directly with Klaviyo, enabling brands to apply inbox placement optimization to both flows and campaigns without changing their existing setup.

26. 88% of users check their email multiple times a day

With 88% of users checking email multiple times daily and 39% checking 3-5 times, the opportunity for engagement is substantial. Primary inbox placement ensures emails appear during these frequent check-ins rather than being buried in a secondary tab.

27. 78% of consumers expect to hear from brands via multiple channels during BFCM

Consumer expectations are high, with 78% anticipating communication during BFCM. Email remains central to this omnichannel strategy, making inbox placement essential for meeting consumer expectations during peak season.

Transforming Seasonal Sales: Real Results from E-commerce Brands

28. 76% of revenue from July 4th campaigns came from emails sent a week before

Timing strategy matters significantly—76% of revenue came from pre-holiday sends. Early outreach performs even better when emails reach the Primary inbox, building anticipation and capturing early-decision shoppers.

29. 44.2% of email opens occur on mobile devices during the holiday season

Mobile engagement peaks during holidays, with 44.2% of opens occurring on smartphones and tablets. Mobile users rarely explore the Promotions tab, making Primary inbox placement essential for capturing this mobile audience.

30. 87% of marketing leaders say email marketing is critical to company success

Leadership recognizes email's importance, with 87% of leaders calling it critical to success. This strategic importance demands investment in deliverability optimization to ensure email campaigns perform at their full potential.

Implementation: Getting Started Before Peak Season

For e-commerce brands preparing for seasonal campaigns, inbox placement optimization should begin before peak season arrives. Key priorities include:

• Audit current deliverability – Understand where your emails currently land before attempting optimization

• Integrate with existing systems – Solutions like Mailmend work within Klaviyo without requiring workflow changes

• Test before scaling – Use A/B testing to validate inbox placement improvements before applying to all campaigns

• Monitor performance continuously – Track open rates, click rates, and revenue attribution throughout peak season

Brands interested in improving seasonal email performance can explore Mailmend's partnership options or request a demo to see inbox placement optimization in action.

Frequently Asked Questions

How does inbox placement affect seasonal email campaign performance?

Inbox placement determines whether subscribers see your emails immediately in their Primary inbox or discover them later (if at all) in the Promotions tab. With 116.5 million emails sent on Black Friday alone, Primary inbox placement provides a significant visibility advantage. Brands achieving Primary inbox delivery consistently report 20-50% higher open rates and substantial revenue improvements compared to Promotions tab placement.

What kind of results can e-commerce brands expect from deliverability optimization?

Results vary by brand, but documented outcomes show significant improvements. Email marketing already generates $36-$40 per dollar spent, and inbox placement optimization amplifies this ROI by ensuring more emails reach engaged subscribers. Real brands have achieved open rate increases ranging from 21% to 82% and CTR increases ranging from 30% to 67%, with corresponding revenue gains during seasonal campaigns.

Does improving inbox placement require changing email content or strategy?

Not with algorithmic solutions like Mailmend. Traditional deliverability consulting often requires content modifications and technical overhauls. However, code-based inbox placement optimization works at the technical level rather than the content level, allowing brands to maintain their existing email strategy, copywriting, and creative approach while achieving Primary inbox delivery.

How quickly can inbox placement improvements impact seasonal campaigns?

Modern inbox placement solutions can show results within 24 hours of implementation. This rapid impact makes them valuable even for brands approaching peak season without much lead time. With 21.2% of opens happening within the first hour of sending, the benefits of Primary inbox placement compound quickly across campaign sends.

Is inbox placement optimization effective for automated email flows?

Automated flows benefit significantly from inbox placement optimization. These flows already generate 320% more revenue than standard campaigns and achieve 52% higher opens. When combined with Primary inbox delivery, automated flows capture even more revenue by ensuring every triggered email reaches subscribers where they're most likely to engage.