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  • August 23, 2008

Week-End Trends: Back to school continues surprising strength

Email activity and promotional trends during the past week:

The Retail Email Index rose 7% to 214 during the week ending Aug. 22, and is up 7% from where it was four weeks ago. The Index score indicates that the top 100 online retailers sent about 2.1 promotional emails each on average last week.

Click to view Retail Email Index larger

The Retail Email Participation Rate: Tuesday, Thursday and Friday were all tied for the most popular day to send retail emails last week.

Click to view Retail Email Participation Rate larger

The Retail Email Seasonality Meter: Back-to-school messaging has remained near its peak for a couple of weeks longer than last year. It’s currently nearly 50% stronger than at this time last year. There have been reports of weaker-than-expected back-to-school sales so it appears that retailers are keeping up the messaging to be in a position to make those sales for customers that have deferred them longer than usual.

Click to view Retail Email Seasonality Meter larger

Other things referenced by retailers: football, Madden ’09, Olympics, fall
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