Marketers Ramping Up Email Promotions

It’s no secret that virtually all online retailers rely on email and their websites for promotions. But this year, online retailers have already begun their email holiday promotional pitches. Nearly 6 out of 10 online retailers mentioned the upcoming December holiday season in their emails sent out during the last full week of October. And these email promotions will continue through the week of December 20th if the previous patterns in 2008 and 2009 are accurate indicators.

The peak weeks for online retail email that mentioned an upcoming holiday in October were as follows:

  • Halloween: Week of October 29 – 16%
  • Breast Cancer Awareness: Week of October 22 – 7%
  • Christmas: Week of October 29 – 26%
  • Thanksgiving: Week of October 29 – 2%

Analysts expect that over 50% of retailer emails will mention the Christmas holiday by mid- November.

Retailers also display predictable patterns when sending out their emails. By day of the week, here are the percentages of retailers releasing  promotional emails:

  • Saturday 21%
  • Sunday 30%
  • Monday 44%
  • Tuesday 42%
  • Wednesday 41%
  • Thursday 44%
  • Friday 50%

Based on email patterns seen so far this year, it looks like retailers are also increasing the number of promotions they are sending on a weekly basis. In 2009, weekly promotions averaged between 2.5 and 2.6 per retailer in September and October. This year, the number was 2.9 in early September and reached 3.1 during the middle of October.

[Source: White, Chad. Week-​End Trends. Retailemailbag​.com. 31 Oct. 2010. Web. 11 Nov. 2010; 6 in 10 Online Retailers. Marketingcharts​.com. 2010. Web. 11 Nov. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.