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  • December 19, 2011

Week-End Trends: Volume surges back to all-time high on sales worries

Email activity and seasonal trends during the past week:

The Retail Email Index: The top online retailers sent each of their subscribers 5.6 promotional emails on average during the week ending Dec. 16, 2011. That’s up 8% week-over-week, up 34% from where it was four weeks ago, and up 26% year-over-year.

After raking in stellar sales during the 5-day Thanksgiving holiday weekend, many retailers have been alarmed by softening sales. In that light, holiday email volume jumped last week, matching the all-time high set during the week of Cyber Monday. For many retailers, the last day for guaranteed Christmas delivery with standard shipping is this Monday, so time is running out and messaging will shift to promoting express shipping, in-store pickup, store sales, and e-gift cards.

Click to view the Dec. 16, 2011 Retail Email Index larger

The Retail Email Participation Rate: Monday, which was Green Monday, was the most popular day to send retail emails last week.

Click to view the Dec. 16, 2011 Retail Email Participation Rate larger

The Retail Email Seasonality Meter: Despite some hoopla around Free Shipping Day, it remains a minor messaging footnote. For the week, Free Shipping Day was referenced in only 1.6% of emails. On Friday, it was referenced in 10% of retail emails, up from 6% last year. For more on how Free Shipping Day played out, check out Monday’s AM Inbox.

Click to view the Dec. 16, 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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