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  • July 14, 2012

Week-End Trends: Erratic drop follows 4th of July

Email activity and seasonal trends during the past week:

The Retail Email Index: The top online retailers sent each of their subscribers 3.4 promotional emails on average during the week ending July 13, 2012. That’s down 7% week-over-week, down 14% from where it was four weeks ago, and up 11% year-over-year.

Email volume has been pretty erratic this year, up more than 20% year over year in January and February, barely up 10% in March and April, and then up around 20% in May and June. Given the rollercoaster changes, it’s difficult to ascribe any meaning to last week’s dip.

Click to view the July 13, 2012 Retail Email Index larger

The Retail Email Participation Rate: Friday was the most popular day to send retail emails last week.

Click to view the July 13, 2012 Retail Email Participation Rate larger

The Retail Email Seasonality Meter:Back-to-school messaging is off to a good start, despite 4th of July messaging extending into a second weekend because of the holiday falling on a Wednesday. We got our first reference to Christmas last week. “Christmas in July” and other early references likely won’t exceed 3% of messaging in any week this month, before dying down for August and then starting back up in September.

Click to view the July 13, 2012 Retail Email Seasonality Meter larger

Selling Seasons on the Horizon:
Back-to-school (June-September): 2011 Season Finale
Labor Day (Sept. 3): 2011 Season Finale
Breast Cancer Awareness Month (October): 2011 Season Finale
Columbus Day (Oct 8): 2011 Season Finale
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