Week-End Trends: ’12 Days of Christmas’ campaigns boost RetailEmail Index to new high
Email activity and promotional trends during the past week:
The RetailEmail Index rose 6% to a new year-to-date high of 281 during the week ending Dec. 7, and is up a massive 42% from where it was four weeks ago. The Index score indicates that on average the top 100 online retailers each sent more than 2.8 promotional emails last week. Email volumes last week were driven by the start of several “12 Days of Christmas” campaigns and Echo Monday #1 (see below).
RetailEmail Participation Rates: Last week, 96% of the retailers in the RetailEmail Index send out at least one promotional email, on par with the week prior, but up from 91% during the 4-weeks-ago period. Echo Monday #1 saw a RetailEmail Participation Rate of 52%, significantly lower than Cyber Monday’s 68% rate. Last year two of the three Echo Mondays—the Mondays between Cyber Monday and Christmas—saw higher participation rates than Cyber Monday.
Christmas (Dec. 25): At this point I’ve stopped counting holiday references because nearly every retail email has a holiday angle to it at this point.
Thanksgiving (Nov. 22): The retailers in the RetailEmail Index sent no emails referencing Thanksgiving last week, down from 9 the week before. Read the Thanksgiving Season Finale for trends and notable campaigns.
Black Friday (Nov. 23): There were 2 emails referencing to Black Friday last week, down from 3 the week prior. Buy.com and TigerDirect have been perpetuating Black Friday by having Black Friday II and III campaigns.
Other things referenced by retailers: winter sports, coats, sweaters, holiday parties
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The RetailEmail Index rose 6% to a new year-to-date high of 281 during the week ending Dec. 7, and is up a massive 42% from where it was four weeks ago. The Index score indicates that on average the top 100 online retailers each sent more than 2.8 promotional emails last week. Email volumes last week were driven by the start of several “12 Days of Christmas” campaigns and Echo Monday #1 (see below).
RetailEmail Participation Rates: Last week, 96% of the retailers in the RetailEmail Index send out at least one promotional email, on par with the week prior, but up from 91% during the 4-weeks-ago period. Echo Monday #1 saw a RetailEmail Participation Rate of 52%, significantly lower than Cyber Monday’s 68% rate. Last year two of the three Echo Mondays—the Mondays between Cyber Monday and Christmas—saw higher participation rates than Cyber Monday.
Christmas (Dec. 25): At this point I’ve stopped counting holiday references because nearly every retail email has a holiday angle to it at this point.
Thanksgiving (Nov. 22): The retailers in the RetailEmail Index sent no emails referencing Thanksgiving last week, down from 9 the week before. Read the Thanksgiving Season Finale for trends and notable campaigns.
Black Friday (Nov. 23): There were 2 emails referencing to Black Friday last week, down from 3 the week prior. Buy.com and TigerDirect have been perpetuating Black Friday by having Black Friday II and III campaigns.
Other things referenced by retailers: winter sports, coats, sweaters, holiday parties
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Labels: '12 Days of Christmas' Campaigns, Black Friday, Christmas, Echo Mondays, Week-End Trends
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posted at 10:24 AM by Chad White
I love Smith-Harmon's enthusiasm. It's so great to have a connection with people who really "get" and get excited by email marketing. (Truly, there are not that many of us out there!) I count myself very lucky to have found such accomplished enthusiasts to collaborate with on the REI program. They are helping to bring amazing opportunities to fruition with panache.
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