New data from 44B+ messages
Breaking
through peak
season noise
Introduction
New Intuit Mailchimp research explores how brands are responding to overcrowded messaging moments, and ways intelligent marketing is helping them cut through the static.
Quote from Jack Tam
Years of heavy Black Friday Cyber Monday (BFCM) marketing promos have turned the biggest shopping weekend of the year into the hardest place for any brand to be heard. Brands compete to show up in email inboxes, text messages, phone lock screens, AI search results, and advertising.
New research from Mailchimp analyzed over 44 billion marketing messages from 2025’s peak season, spanning Halloween to New Year’s Eve, to see what helped brands break through the noise and generate more than $1B in revenue. The common thread was intelligent marketing.
The narrative around BFCM marketing used to be ‘more, more, more’. Now, what we’re seeing is that the brands adopting intelligent marketing, using AI and automation to segment and personalize messages at scale, are getting through to high-value consumers. Q4 is the biggest opportunity throughout the year to bring new eyes to your brand, but it’s only the start. How you engage customers in the months that follow can set your brand up for success for the entire year.