June Retail Email Volume Up 9% YOY

July 5, 2011

retail-email-index-june-11-july-2011.JPGThe top online retailers sent each of their subscribers three promotional emails on average during the week ending July 1, 2011, according to Chad White, research director at Responsys and author of the Retail Email Blog. That’s up 2% week-over-week, down 2% from where it was four weeks ago, and up 9% year-over-year.

As retailers enter the lowest email volume period of the year, the Retail Email Blog predicts subscribers will likely only be receiving 2.8 emails a week on average in a week or two.

July 4th Messaging Peaks

retail-email-seasonality-june-11-july-2011.JPGFourth of July messaging was expected to crest the long weekend of July 2-4. Between June 24 and July 1, the rate of Independence Day messaging increased by almost six times, rising from 5% of promotional email volume to almost 30% of promotional email volume.

During the next few weeks, the Retail Email Blog predicts back-to-school messaging, which as of July 1 was minimal, will begin its rise, ending July with a bit more than 15% of retail emails including a back-to-school message.

More than Half of Retailers Send Friday Message

retail-email-participation-june-11-july-2011.JPGFriday, July 1 was the most popular date for major online retailers to send a promotional email last week, with 55% sending a message on the last weekday before the Independence Day holiday. Monday, June 27 was the next most popular (46%), closely followed by Thursday, June 30 (45%). Only about one-quarter of major online retailers (26%) sent a promotional email on Saturday, June 25.

Promo Email Continues Strong YOY Pattern

During February, March, April and May 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 June 17, 2010), while this year it approached 3.2 (week ending June 3).

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