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  • November 28, 2007

Alert: Retailers power Cyber Monday sales push with record email marketing volume

Recognizing the power of email to drive sales and accepting Cyber Monday as an established selling occasion, 55% more retailers sent promotional email on Cyber Monday this year than last year.

This year 68% of the largest online retailers sent at least one promotional email on Cyber Monday, making it the biggest email marketing day of the year to date. That’s up from 44% last year.

Moreover, 25% of the largest online retailers sent at least one promotional email on the Sunday directly preceding Cyber Monday, making it the biggest Sunday for email marketing this year. That’s up from 12% last year. So the record Cyber Monday volume is even more impressive when considering the record Sunday email volume.

Whether people like it or not, Cyber Monday has definitely come into its own as an online shopping holiday. And given the attention that Cyber Monday has received this year, you can expect it to be even bigger next year, with more retailers invoking Cyber Monday by name.

This year 16% of the retailers that sent email on Monday mentioned Cyber Monday by name, including Staples, Sears, TigerDirect and DisneyShopping.com.

Despite the record email volume sent on Cyber Monday, I don’t expect the record to stand very long. I anticipate that one or more of the upcoming “Echo Mondays”—the Mondays between Cyber Monday and Christmas—will eclipse Cyber Monday’s email volume.

Last year Cyber Monday was only the sixth most popular day of the year to send retail emails. It was outperformed by two of the three Echo Mondays, plus the day after Christmas, which saw the greatest percentage of retailers sending promotional email, at 53%. The fact that we’ve already exceeded last year’s high-water mark is another sign that retailers are embracing the power of permission-based email marketing to drive sales.

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