The Retail Email Index: The top online retailers sent each of their subscribers 3.2 promotional emails on average during the week ending Oct. 7, 2011. That’s up 8% week-over-week, down 1% from where it was four weeks ago, and up 11% year-over-year.
In last week’s Week-End Trends I theorized that the year-over-year drop in email volume was likely the result of deliverability issues. That indeed appears to have been the case as most of the retailers that had gone quiet showed up in my tracking inboxes with new sender addresses, an indication that they had switched ESPs or were warming up new IP addresses ahead of the holiday season. The data for this past week is looking much more reliable.
The Retail Email Participation Rate: Friday was the most popular day to send retail emails last week, although Wednesday and Thursday were almost at the same level.
The Retail Email Seasonality Meter: October is a fairly muddled time for messaging, with lots of different holidays in play. But by early November, Christmas will be the overwhelming dominant messaging point, with the holidays mentioned in the majority of retail emails.
Selling Seasons on the Horizon:
Halloween (Oct. 31): 2010 Season Finale
Thanksgiving (Nov. 24): 2010 Season Finale
Black Friday (Nov. 25) and Cyber Monday (Nov. 28): Black Friday & Cyber Monday 2010
Christmas (Dec. 25): 2010 Season Finale and Retail Email Guide to the Holiday Season 2011
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked
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