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  • December 25, 2011

Week-End Trends: Holiday email season extended as volume hits new all-time high

Email activity and seasonal trends during the past week:

The Retail Email Index: The top online retailers sent each of their subscribers 5.7 promotional emails on average during the week ending Dec. 23, 2011. That’s up a fractional percent week-over-week, up 15% from where it was four weeks ago, and up 35% year-over-year.

In recent years holiday email volume has peaked two weeks before Christmas, but this year retailers push hard for holiday sales up until the last minute, offering free or discounted express shipping, directing subscribers to their stores, and promoting gift cards and e-gift cards. This may very well be the new norm depending on how much churn retailers suffer by pushing so hard so late in the holiday season.

Click to view the Dec. 23, 2011 Retail Email Index larger

The Retail Email Participation Rate: Because of express shipping deadlines, Wednesday was the most popular day to send retail emails last week.

Click to view the Dec. 23, 2011 Retail Email Participation Rate larger

The Retail Email Seasonality Meter: Christmas messaging continued unrelentingly, but retailers will now quickly shift gears to promoting New Year’s and soon Valentine’s Day and “the Big Game” (code for the Super Bowl as well as the college bowl games). In fact, last week we got our first Super Bowl reference.

Click to view the Dec. 23, 2011 Retail Email Seasonality Meter larger

Selling Seasons on the Horizon:
Christmas (Dec. 25): 2010 Season Finale and Retail Email Guide to the Holiday Season 2011
New Year’s (Jan. 1): 2011 Season Finale
Valentine’s Day (Feb. 14): 2011 Season Finale
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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