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  • March 8, 2009

Week-End Trends: Year-over-year comparisons added

Email activity and promotional trends during the past week:

The Retail Email Index was essentially flat at 217 during the week ending March 6, 2009, and is down 9% from where it was four weeks ago. The Index score indicates that the top 100 online retailers sent nearly 2.2 promotional emails each on average last week.

For the first time, this week I’m including year-over-year comparisons. On the chart you can see how the Index moved this time last year, including what it did over the next four weeks. It should be noted that for forecasting purposes, that last year’s Index readings are not seasonally adjusted to account for the shifting dates of holidays like Thanksgiving and, most importantly, Easter.

Year-over-year the Retail Email Index is up 13% (moving 4-week average compared to comparable 4-week moving average last year).

Click to view the March, 6, 2009 Retail Email Index larger

The Retail Email Participation Rate: Friday was the most popular day to send retail emails last week.

Click to view the March, 6, 2009 Retail Email Participation Rate larger

The Retail Email Seasonality Meter: The seasonal lull continues. St. Patrick’s Day is not a big selling season, but activity on that front will pick up this week. There were a few references to Daylight Savings last week, plus some references to March Madness.

Click to view the March, 6, 2009 Retail Email Seasonality Meter larger

Selling Seasons on the Horizon:
St. Patrick’s Day (3/17): St. Patrick’s Day 2008 Season Finale
Easter (4/12): Easter 2008 Season Finale
Earth Day (4/22): Earth Day 2008 Season Finale
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