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  • December 12, 2010

Week-End Trends: Black Friday II helps drive email volume to new all-time high

Email activity and seasonal trends during the past week:

The Retail Email Index: Top online retailers sent each of their subscribers an all-time high of 4.6 promotional emails on average during the week ending Dec. 10, 2010. That’s up 4% week-over-week, up 36% from where it was four weeks ago, and up 25% year-over-year. Holiday retail email volume tends to peak the week prior to the week of Christmas, so I expect email volume to set yet another new all-time high this upcoming week.

Click to view the Dec. 10, 2010 Retail Email Index larger

The Retail Email Participation Rate: Friday was the most popular day to send retail emails last week. In fact, as many retailers sent email last Friday as they did on Black Friday, putting it in a tie for the second most popular day of the year-to-date to send promotional retail email.

Click to view the Dec. 10, 2010 Retail Email Participation Rate larger

The Retail Email Seasonality Meter: It’s still all Christmas all the time. New Year’s messaging won’t really hit until the week before Christmas and won’t spike until after Christmas.

Click to view the Dec. 10, 2010 Retail Email Seasonality Meter larger

Selling Seasons on the Horizon:
Christmas (12/25): Christmas 2009 Season Finale and the 2010 Retail Email Guide to the Holiday Season
New Year’s (1/1): New Year’s 2010 Season Finale
Valentine’s Day (2/14): Valentine’s Day 2010 Season Finale
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