Email Campaign Archive Report: Consumer Catalog Promotions
‘Tis the season for holiday email promotion planning. It's an ideal time to look at consumer catalog email promotion history from the past 12 months. In this summary report, I examine the volume, word count, day and time of delivery of consumer catalog email promotions. Data for this analysis comes from the Email Campaign Archive (ECA), which is powered by the Who’s Mailing What! Archive, a Target Marketing Group (TMG) product. (All About eMail is published by TMG.)
In the 12-month period from Sept. 1, 2010 to Aug. 31, 2011 there were 41,669 consumer catalog email promotions logged into the ECA. This represents 20 percent of the total volume of all email sent during that time period. The average number of consumer catalog email promotions received each month was 3,472. This volume was steady each month with the exception of December, when 4,555 consumer catalog emails were logged into the ECA.
Other items of interest for consumer catalog email promotions include the following:
1. Word count averaged 254 in the past 12 months for consumer catalog email promotions, compared to 370 for all email promotions. Average word count in the consumer catalog category has actually increased somewhat from 240 words in the third quarter of 2010 to 264 in the second quarter of this year.
2. Consumer catalog email promotions were sent more on Fridays (17.9 percent) than any other day of the week. The most popular day for all email promotions sent was Thursday (18.9 percent).
3. Consumer catalogers tend to send their emails a little later in the day compared to other email marketers.
More analysis of email trends is available in All About Email Creative, a report published by TMG's research division, DirectMarketingIQ. If you have a marketing holiday or business category you'd like to see featured in a future ECA Report column, please contact All About eMail editor Melissa Campanelli at email@example.com.
Gary Hennerberg is a marketing consultant and copywriter who has extensively analyzed email data from the Email Campaign Archive. Gary contributed two chapters to DirectMarketingIQ's book, "All About Email Creative." Gary can be reached at hennerberg.com.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.