Retail Email 2011 Year-End Trends

Retail email 2011 year-end trends. download PDF Emailers cranked up the volume. In 2011, promotional email volume once again reached an all-time high. After a year of tracking the activity of more than 100 of the top retailers, we've put together the highlights that will help define your 2012 email marketing strategy. Yearly volume 2011 2010 Average number of promotional emails sent yearly to each subscriber. 16% 2012 increase over 2010 volume 177 "More flash and daily deal promotions, as well as more retailers sending same-day reminder campaigns for large promotions, were key 152 contributors to the rise in volume." Heather Blank Vice President of Strategic Services Monthly volume Average number of promotional emails sent monthly to each subscriber and the percentage increase year-over-year. +20% +20% "Email marketing continues to become more critical to holiday sales, with the average number of email campaigns sent during 20 +14% 15 +21% +19% +19% +10% +9% +15% +16% +15% +16% 10 November and December outpacing annual growth." Chad White Research Director Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Day of week volume Percentage of retailers sending at least one email on a given day. Sun Mon Tue Wed Thu Fri Sat 37% 51% 47% 45% 48% 55% 28% "The popularity of Friday is driven more by the announcement of weekend promotions than by increased response rates." Heather Blank Vice President of Strategic Services Busiest days of the year "Thanksgiving is the new start of the holiday season and the end of express Percentage of retailers sending at least one email on the given date. Nov 28 Cyber Monday Nov 25 Black Friday Nov 24 Thanksgiving Dec 21 "Last Sleigh Day Dec 12 shipping on 'Last Sleigh Day' is the new end." Green Monday 87% 81% 75% 74% 73% Chad White Research Director 77% 69% 60% 55% 63% Sources: retailemailblog.com & responsys.com