Email activity and seasonal trends during the past week:
The Retail Email Index: The top online retailers sent each of their subscribers 3.6 promotional emails on average during the week ending Feb. 24, 2012. That’s up 1% week-over-week, flat with where it was four weeks ago, and up 24% year-over-year.
The Retail Email Participation Rate: Friday was the most popular day to send retail emails last week, followed very closely by Monday.
The Retail Email Seasonality Meter: Last week, we had our first reference to Leap Day, which is this coming Wednesday, in the middle of a week that would usually not have any strong seasonal themes besides spring apparel and tax season. The earlier Easter this year should mean that Easter references should start to slowly ramp up over the next couple of weeks. That, combined with St. Patrick’s Day, will likely lead to above-trend growth in email volume in March.
Selling Seasons on the Horizon:
Leap Day (Feb. 29): Leap Day campaigns from 2008
St. Patrick’s Day (Mar. 17): 2011 Season Finale
Easter (Apr. 8): 2011 Season Finale
Earth Day (Apr. 22): 2011 Season Finale
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