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 Mar. 2, 2012. That’s down 1% week-over-week, down 5% from where it was four weeks ago, and up 24% year-over-year.
Over the next few weeks, email volume should rise as spring arrives and retailers pitch products geared toward outdoor activities. The earlier Easter should also boost email volume during March.
The Retail Email Participation Rate: Wednesday, which was Leap Day, was the most popular day to send retail emails last week.
The Retail Email Seasonality Meter: Last week we had pretty robust Leap Day promotions (see Leap Day recap) and also saw the first reference to Tax Day, which is Apr. 17 this year. In the next week or two we should also see the first reference to Mother’s Day (see Mother’s Day 2011 Season Finale).
Selling Seasons on the Horizon:
St. Patrick’s Day (Mar. 17): 2011 Season Finale
Easter (Apr. 8): 2011 Season Finale
Earth Day (Apr. 22): 2011 Season Finale
Mother’s Day (May 13): 2011 Season Finale
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