The top online US retailers sent each of their subscribers 3.3 promotional emails on average during the week ending Apr. 29, 2011, according to Chad White, research director at Responsys and author of the Retail Email Blog. That’s flat week-over-week, up 1% from where it was four weeks ago, and up 15% year-over-year.
Mother’s Day Growth Trails 2010
With Easter out of the way, Mother’s Day (May 8, 2011) messaging more than doubled last week, being mentioned in more than 25% of major retailer promotional emails the week ending April 29 and only about 10% the week ending April 22. However, it’s still trailing last year’s levels by a significant margin. During the equivalent week in 2010, Mother’s Day was mentioned in more than 30% of promotional emails.
Happy Monday for Retail Emails
Monday, April 25 was the most popular day to send retail emails last week, with 56% of top online retailers sending at least one promotional email. Friday, April 29 followed with a 52% participation rate. As is typically the case, Saturday, April 23 had the lowest promotional email participation rate (25%).
Promo Email Volume Continues Strong YOY Increase Pattern
During February and March 2011, average retail email volume was up substantially from where it was a year earlier. The highest average number of emails top online retailers sent their subscribers in any given week during the equivalent period in 2010 was 2.8 (week ending March 19, 2010), while this year it was closer to 2.9 (week ending March 4).
In addition, the top online retailers sent each of their subscribers 3.2 promotional emails on average during the week ending Apr. 1, 2011 (which was counted as the final week of March), up 18% year-over-year.
