Promotional email volume from the top online retailers hit a new all-time high during 2010. The top online retailers tracked by the Retail Email Blog sent each subscriber 152 emails on average during 2010, up 16% from 2009. That breaks down to 12.7 emails per month and 2.9 emails per week on average. Since 2007, retail email volume is up 61% overall.
“While overall frequency was up this year, a large number of our clients increased their cadence with more targeted communications,” says Heather Blank, Vice President of Strategic Services. “They used segmentation and dynamic content to increase the relevancy of their messages and they suppressed more inactive users than they have in the past. These are key tactics as inboxes bifurcate and email marketers jockey to get their messages into the portion of the inbox reserved for ‘important,’ must-read emails.”
Other highlights from the 8-page report include:
● November was the month that saw the biggest year-over-year increase in volume. It increased nearly 24%, with the “Black November” trend driving those gains.
● Cyber Monday was the most popular day to send retail emails, with 77% of retailers sending at least one email on Nov. 29. Black Friday was the third most popular day.
● As the gateway to weekend online and off-line shopping, Friday was the most popular day of the week to email for the second year in a row.
>>Download “Retail Email Year-End Trends for 2010” from the Responsys Downloads page for free.
>>Sign up for the companion webinar on Thursday, Jan. 20 at 11am PT/2pm ET that will discuss highlights from the report plus discussion of other trends from the year.
Other reports available from Responsys:
Black Friday & Cyber Monday 2010
SWYN, FTAF & Community Links
Retail Email Guide to the Holiday Season 2010
Email Design Look Book 2010
…and you can find even more reports on Responsys’sResearch Library.
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