Retail Email Volume Jumps 9% in March

March 29, 2010

Top online retailers sent each of their subscribers 2.7 promotional emails on average during the week ending March 26, 2010. This represents a 9% increase in average promotional email volume from 2.5 emails the week ending February 26, 2010, according to Chad White, research director at Responsys and author of the Retail Email Blog.

Compared to March 2009, year-over-year promotional email volume increased at an even higher rate. Retailers increased their promotional email volume 13%, from an average of 2.4 emails in March 2009.


During the week ending March 26, 2010, the highest percentage of retailers (50%) sent a promotional email on Friday, March 26. The lowest percentage of retailers (19%) sent a promotional email on Saturday, March 20.


Easter Emails Rise in Popularity
With the approach of Easter Sunday on April 4, 2010, it is no surprise that the percentage of promotional retail emails mentioning Easter significantly increased from below 2% the week ending March 5 to about 10% the week ending March 26. Interestingly, the percentage of emails mentioning Easter slightly dipped the week ending March 12 before skyrocketing to about 7% the week ending March 19. A final spike in promotional Easter emails is expected the week ending April 2.


The percentage of promotional retail emails mentioning the March 17 St. Patrick’s Day holiday followed a similar trajectory to the percentage of promotional retail emails mentioning Easter, but with a steeper slope as it peaked at almost 8% the week ending March 19 and dropped to 0% by March 26.

Upcoming holidays of note for retailers include April Fools Day (April 1), Mother’s Day (May 9) and the May-June graduation season.

Easter, St. Pat’s Spending On Upswing
Consumer spending forecasts from the National Retail Federation (NRF) and BIGresearch predicted higher spending for both Easter and St. Patrick’s Day this year than last year.

Average Easter spending per person in 2010 is expected to be $118.60, up 1.7% from 2009. Total spending is expected to reach $13.03 billion, a 2.3% increase from $12.73 billion in 2009.

In addition, NRF/BIGresearch predictions said American consumers were feeling more festive about St. Patrick’s Day this year than they did last year. In 2010, the average U.S. consumer was expected to spend $33.05 on decorations, party favors and green attire for St. Patrick’s Day, up 0.7% from $32.80 last year. Total consumer spending was expected to reach $3.44 billion, up 4.5% from $3.29 billion in 2009.


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