Week-End Trends: Strong last-minute promotions propel RetailEmail Index to another high
Email activity and promotional trends during the past week:
The RetailEmail Index rose 4% to a new year-to-date high of 326 during the week ending Dec. 21, and is up 32% from where it was four weeks ago. The Index score indicates that on average the top 100 online retailers each sent nearly 3.3 promotional emails last week. I predicted last week that we’d see a decline this week because of the end of standard shipping, which for many retailers happened on Monday the 17th. However, retailers promoted expedited and express shipping more strongly this year than they did last year, propelling us to yet another year-to-date high.
RetailEmail Participation Rates: Last week, 96% of the retailers in the RetailEmail Index send out at least one promotional email, down from 97% the week prior, but up from 95% during the 4-weeks-ago period. Echo Monday #3 (Dec. 17) saw a RetailEmail Participation Rate of 52%, on par with Echo Monday #1 (52%) but lower than Echo Monday #2 (59%) and Cyber Monday (68%). 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.
New Year’s (Jan. 1): The retailers in the RetailEmail Index sent 5 emails referencing New Year’s last week, up from zero the week prior. Avon gave us our first reference to New Year’s on Dec. 17.
Black Friday (Nov. 23): There were no emails referencing to Black Friday last week, down from 4 the week prior. Buy.com and TigerDirect had been perpetuating Black Friday by having Black Friday II, III and IV campaigns.
Other things referenced by retailers: winter sports, coats, sweaters, holiday parties, cashmere, HDTVs
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The RetailEmail Index rose 4% to a new year-to-date high of 326 during the week ending Dec. 21, and is up 32% from where it was four weeks ago. The Index score indicates that on average the top 100 online retailers each sent nearly 3.3 promotional emails last week. I predicted last week that we’d see a decline this week because of the end of standard shipping, which for many retailers happened on Monday the 17th. However, retailers promoted expedited and express shipping more strongly this year than they did last year, propelling us to yet another year-to-date high.
RetailEmail Participation Rates: Last week, 96% of the retailers in the RetailEmail Index send out at least one promotional email, down from 97% the week prior, but up from 95% during the 4-weeks-ago period. Echo Monday #3 (Dec. 17) saw a RetailEmail Participation Rate of 52%, on par with Echo Monday #1 (52%) but lower than Echo Monday #2 (59%) and Cyber Monday (68%). 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.
New Year’s (Jan. 1): The retailers in the RetailEmail Index sent 5 emails referencing New Year’s last week, up from zero the week prior. Avon gave us our first reference to New Year’s on Dec. 17.
Black Friday (Nov. 23): There were no emails referencing to Black Friday last week, down from 4 the week prior. Buy.com and TigerDirect had been perpetuating Black Friday by having Black Friday II, III and IV campaigns.
Other things referenced by retailers: winter sports, coats, sweaters, holiday parties, cashmere, HDTVs
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Labels: Black Friday, Christmas, Echo Mondays, New Year's, Week-End Trends
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posted at 12:11 PM 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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