May Promotional Email Volume Rises 13% YOY

June 6, 2011

retail-email-index-may-11-june-2011.JPGThe top online retailers sent each of their subscribers 3.1 promotional emails on average during the week ending June 3, 2011, according to Chad White, research director at Responsys and author of the Retail Email Blog. That’s down 1% week-over-week, down 7% from where it was four weeks ago, and up 13% year-over-year.

Father’s Day Messaging Below Par

retail-email-seasonality-may-11-june-2011.JPGResponsys analysis indicates Father’s Day messaging has been weaker so far than in the past, thanks in part to stronger than usual Memorial Day messaging. Normally about 25% of retail emails last week would have included Father’s Day messaging, where this year less than 20% included Father’s Day messaging. A slightly higher percentage included Memorial Day messaging. This week, Responsys predicts Father’s Day messaging should accelerate significantly.

In addition, Independence Day messaging showed a small uptick last week, while graduation messaging remained close to flat throughout the month of May.

Friday on Retailers’ Minds

retail-email-participation-may-11-june-2011.JPGFriday, June 3 was the most popular day for major online retailers to send their subscribers promotional emails last week, with 58% sending at least one promotional email. Tuesday, May 31 (which was the first business day of the week due to the May 30 Memorial Day holiday) followed with 52% participation.

Saturday, May 28 had the lowest participation rate of the week (19%). Generally speaking Sunday also has a lower participation rate than any weekday, but due to Monday being a work holiday for most people, it had a slightly higher participation rate (42%) than Monday (40%).

Promo Email Volume Continues Strong YOY Increase Pattern

During February, March and April 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 a little more than 2.8 (week ending April 28, 2010), while this year it was 3.3 (week ending April 29).

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