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  • November 21, 2009

Week-End Trends: Retail Email Index again indicates deliverability problems

Email activity and promotional trends during the past week:

The Retail Email Index: The average weekly promotional email volume sent by top online retailers to each of their subscribers rose 1% to 2.8 emails during the week ending Nov. 20, 2009. It’s up 9% from where it was four weeks ago and it’s up 7% year-over-year (moving 4-week average versus comparable 4-week moving average last year).

Just like it did a couple of weeks ago (see Nov. 7 Week-End Trends), the Retail Email Index is indicating significant deliverability problems among retailers. I’ve heard anecdotal evidence that some marketers are struggling with ISPs’ shift to using engagement metrics and domain-based reputation in their filtering algorithms.

Click to view the Nov. 20, 2009 Retail Email Index larger

The Retail Email Participation Rate: Tuesday was the most popular day to send retail emails last week. This week, Monday and Friday are likely to be the biggest volume days.

Click to view the Nov. 20, 2009 Retail Email Participation Rate larger

The Retail Email Seasonality Meter: Thanksgiving and Black Friday will be referenced a lot this week, but Cyber Monday won’t get messaged much until the following week.

Click to view the Nov. 20, 2009 Retail Email Seasonality Meter larger

Selling Seasons on the Horizon:
Thanksgiving (11/26): Thanksgiving 2008 Season Finale
Cyber Monday (11/30): Cyber Monday Sees Record Retail Email Volume
Christmas (12/25): Retail Email Guide to the Holiday Season, Christmas 2008 Season Finale
New Year’s (1/1): New Year’s 2009 Season Finale
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