Marketing Messages Double in Volume: Brands Fight for Consumer Attention

The volume of marketing messages sent via email, SMS, in-app, and push notifications skyrocketed by 111% in 2024, driven by brands seeking to cut through the noise of a crowded digital space. Customer.IO’s 2024 State of Messaging report, based on feedback from over 500 marketers, revealed a 31% increase in email volume on Black Friday and a staggering 46% on Cyber Monday, underscoring the intense competition for consumer attention during peak shopping periods. Multi-channel campaigns emerged as a game-changer, outperforming single-channel efforts by 60%. Personalization remains critical, with 42% of brands planning to enhance their personalization efforts and 31% already leveraging AI to refine messaging strategies. Additionally, in-app messaging is gaining traction, with 23% of marketers ranking it as the most effective non-email channel, particularly in retail, fintech, and SaaS sectors. With 93% of brands now sending daily emails—nearly double the volume of 2023—segmentation and dynamic content are key tools for boosting engagement. The report emphasizes that the first half of the workweek sees the highest email traffic, as brands continue to refine their strategies in an ever-evolving digital marketing landscape.