High tide of holiday e-mails pays off for some retailers

01/9/2013 | DMNews

Some major retailers such as Best Buy and Wal-Mart defied holiday-season warnings about sending untargeted, impersonal e-mail campaigns. But in flooding consumers' inboxes, some companies achieved better results, including higher open rates -- a feat that may be explained by a surge in mobile e-mail usage, according to officials at eDataSource. "If you increase the volume of e-mail to this level and get this number of reads, it means that access to e-mail has to be better. One can reasonably deduce that mobile is another thing the thing improving the access," said GB Heidarsson, senior vice president of sales and marketing at eDataSource.

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