Email activity and seasonal trends during the past week:
The Retail Email Index: The top online retailers sent each of their subscribers 3.1 promotional emails on average during the week ending July 29, 2011. That’s down 2% week-over-week, up 1% from where it was four weeks ago, and up 13% year-over-year.
The Retail Email Participation Rate: Monday was the most popular day to send retail emails last week.
The Retail Email Seasonality Meter: In last week’s Week-End Trends post I said it looked like retailers were off to a slow start in launching their holiday campaigns and also in terms of emails referencing the holidays. Well, this past week they made up lost ground on both fronts. Now 11% of the top online retailers have begun their holiday email campaigns—exactly on par with last year at this time.
Strangely, last week saw a decrease in the number of retail emails mentioning back-to-school. At this time last year, references were pretty much flat week-over-week, so I wouldn’t read too much into this decline. This week I expect back-to-school references in more than 20% of retail emails.
Selling Seasons on the Horizon:
Back to School (June-Sept.): 2010 Season Finale
Labor Day (Sept. 5): 2010 Season Finale
Christmas (Dec. 25): 2010 Season Finale and Retail Email Guide to the Holiday Season 2011
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