The average number of promotional email campaigns by top retailers in the US hit an all-time high during 2011, rising 16% on the previous year, according to new research.
The study, from email solutions provider Responsys found that Retailers sent their subscribers nearly 15 email campaigns a month on average.
“Retailers sent each of their subscribers 177 promotional email campaigns on average last year, up 16% from 2010,” said Chad White, Research Director at Responsys, who tracks the email marketing activity of more than 100 of the top retailers on the Retail Email Blog. “Since 2008, the average number of promotional email campaigns sent by the top retailers to each of their subscribers has risen 51%.”
Heather Blank, Vice President of Strategic Services at Responsys, added, “More flash and daily deal promotions, as well as more retailers sending same-day reminder campaigns for large promotions, were key contributors to the rise in email marketing volume.”
December Sees Highest Number of Email Marketing Campaigns
Retailers sent their subscribers nearly 15 email campaigns a month on average, with February being the slowest month at just over 12 email campaigns, and December being the busiest at nearly 22 email campaigns.
“Email marketing continues to become more critical to holiday sales, with the average number of email campaigns sent to a recipient during November and December growing at 20% year-over-year, outpacing annual growth,” said White.
Friday Busiest Email Marketing Day of the Week
For the second year in a row, Friday was the busiest email marketing day of the week in 2011, with 55% of retailers sending at least one email on average on that day. Saturday continues to be the slowest email marketing day of the week, with just 28% sending on that day.
“While Friday is the most popular day for retailers to send email campaigns, its popularity is driven more by the announcement of weekend promotions than by increased response rates,” continued Blank.
Cyber Monday Busiest Email Marketing Day of the Year
A massive 87% of major retailers tracked sent at least one promotional email campaign to their subscribers on Cyber Monday, November 28, making it the biggest email marketing day ever and the biggest day of the year for the fifth consecutive year. Black Friday, November 25 (with 81% of retailers sending email); Thanksgiving, November 24 (75%); “Last Sleigh Day,” December 21 (74%); and Green Monday, December 12 (73%) round out the top five days.
“With email marketing volume and online sales up dramatically on Thanksgiving for two years straight, it’s the new start of the holiday season,” said White. “With many more retailers offering discounted and even free express shipping, they’ve set up ‘Last Sleigh Day’ as the new end of the holiday season.”
To access information on promotional email marketing volume for 2011, visit: http://www.responsys.com/land/retail-email-year-end-trends-2011.php.
Source: www.responsys.com
