Email activity and seasonal trends during the past
week:
The Retail Email Index: The top
online retailers sent each of their subscribers 3.9 promotional emails on
average during the week ending Oct. 5, 2012. That’s up 3% week-over-week, up 1%
from where it was four weeks ago, and up 18% year-over-year.
Email volume is sitting just below the 2012 high set back in
May and should set a new high for the year this week. We will then hit new
year-to-date highs pretty much every week for the next two months.
The Retail Email Participation
Rate: Friday was the most popular day to send retail emails last
week.
The Retail Email Seasonality Meter:
Holiday messaging dipped slightly last week, but once Columbus Day passes it
will rise unrelentingly. More interestingly, Breast Cancer Awareness Month
messaging is definitely down so far this year, surely the result of the Susan
G. Komen for the Cure scandal earlier in the year. Perhaps there will be a
rebound over the rest of the month, but it appears that fewer retailers are
promoting it this year.
Selling Seasons on the Horizon:
Breast Cancer Awareness Month (October): 2011
Season Finale
Halloween (Oct. 31): 2011
Season Finale
Thanksgiving (Nov. 22): 2011
Season Finale
Christmas (Dec. 25): 2012
Retail Email Guide to the Holiday Season
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