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