Retailers Sent Record Number of Emails in 2009
The top online retailers sent 12 percent more promotional emails in 2009 than they did in 2008 and 39 percent more than 2007, according to a retail email 2009 year-end trend report by Chad White, the research director at Smith-Harmon, a Responsys company.
Last year, online retailers tracked by the Retail Email Blog each sent an average of 132 promotional emails to each of their subscribers, according to the report. That averages out to 11 emails a month and 2.5 emails per week per subscriber.
On a monthly basis, the biggest year-over-year gains came in June, July, August and November. The increase in November can be attributed to Cyber Monday falling in November and retail marketers putting more emphasis on Black Friday, according to the report. The gains during the summer months can be partially attributed to an increased focus on back-to-school messaging.