Email activity and promotional trends during the past week:
The Retail Email Index: The average weekly promotional email volume sent by top online retailers to each of their subscribers rose 24% to 3.5 emails during the week ending Nov. 27, 2009. It’s up 40% from where it was four weeks ago and it’s up 9% year-over-year (moving 4-week average versus comparable 4-week moving average last year).
After experiencing significant deliverability problems two weeks ago, retailers were able to get their emails delivered last week. So it’s probably better to view this past week’s increases as occurring over the past two weeks—meaning that this past week’s volume increase probably would have been in the 12% to 15% range had retailers not had deliverability issues two weeks ago.
The Retail Email Participation Rate: Friday was the most popular day to send retail emails last week. In fact, it was the most popular day of the year to date—although it will surely be challenged by Cyber Monday and perhaps the day after Christmas.
The Retail Email Seasonality Meter: While Thanksgiving references were on par with last year, Black Friday references this year were well above past years. More details to come...
Selling Seasons on the Horizon:
Cyber Monday (11/30): Cyber Monday Sees Record Retail Email Volume
Christmas (12/25): Retail Email Guide to the Holiday Season, Christmas 2008 Season Finale
New Year’s (1/1): New Year’s 2009 Season Finale
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