The Retail Email Index: The top online retailers sent each of their subscribers 3.6 promotional emails on average during the week ending Jan. 27, 2012. That’s up 1% week-over-week, down 7% from where it was four weeks ago, and up 22% year-over-year.
The Retail Email Participation Rate: Friday was the most popular day to send retail emails last week.
The Retail Email Seasonality Meter: After a slower than usual ramp-up, Valentine’s Day messaging is back on track compared to last year. This week about 30% of retail emails will reference Valentine’s Day. This past week was likely the peak of Big Game messaging.
Selling Seasons on the Horizon:
Valentine’s Day (Feb. 14): 2011 Season Finale
Presidents’ Day (Feb. 20): 2011 Season Finale
Leap Day (Feb. 29): Leap Day campaigns from 2008
St. Patrick’s Day (Mar. 17): 2011 Season Finale
Easter (Apr. 8): 2011 Season Finale
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked
6 comments:
Interesting stats Chad. Is the Super Bowl not included in the Retail Email selling seasons calendar generally?
I would think that the Super Bowl would be rife with retail email promotions themed for the event, with special energy invested for campaigns in New York and New England this year.
Best regards
Tom
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With best regards from the GroupMail Team
Tom O'Leary (marketing)
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GroupMail Email Newsletter Software
Celebrating 15 Years!
Tom,
This is the 4th year that I've tracked "Big Game"/Super Bowl messaging. Because it's hard to separate them, I lump the Super Bowl in with messaging for college bowl games and the NFL playoffs. "Super Bowl" is a trademarked term, so many retailers refer to a generic "big game," which is great in that it covers multiple bases.
That makes sense Chad. Thanks. I'm curious about big game promotion trends in email this year.
You Rock!
Tom
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With best regards from the GroupMail Team
Tom O'Leary (marketing)
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GroupMail Email Newsletter Software
Celebrating 15 Years!
Question -- If Super Bowl is trademarked, does that mean it's illegal to use the term in any marketing materials?
Yes, the use of the term "Super Bowl" in marketing materials without the express written consent of the NFL is illegal. Companies pay a lot of money to be formally affiliated with the Super Bowl, so NFL does police usage.
It's worth noting that the NCAA owns the trademarks to "March Madness," "Elite Eight" and "Final Four."
Thanks so much Chad. Seems far fetched that the NFL might come after a smaller company, but always better to be safe than sorry.
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