Retailers to Continue Building Email Lists and Promotions

Despite the popularity of social media, email marketing remains a key promotional tool for businesses. In the past several emailyears, the number of email messages that marketers send to subscribers has continued to increase and the trend shows no sign of slowing down. Marketers who are preparing their email strategies for 2013 are already building their subscriber lists and looking for the best way to use this tool to connect with their clients.

Responsys recently reported that retailer email use increased 12% in 2012. The average retailer sends each subscriber about 210 emails during the course of the year, or about 4 emails every week. In 2011, the average came in at 177 emails. This figure will likely increase in 2013.

Not surprisingly, more emails are sent out in November and December when compared to the rest of the year. The slowest months for email marketing are February and March.

Nearly all retailers, 92%, send out promotional email on Cyber Monday every year. Other top email days include Black Friday, Thanksgiving, Last Sleigh Day (the last day an online order can be placed in time for Christmas delivery) and Green Monday.

In addition to focusing on holiday-​related promotions, businesses will also send out lifecycle messages, designed to improve the customer relationship.  Increased spending in 2013 will go to:


  • Re-​engagement 63.%
  • Welcome 59.8%
  • Replenish 36.9%
  • Cart abandonment 35.8%
  • Product/​service review request 32.6%
  • Birthday/​anniversary 20.8%

About 38% of businesses also indicate they will boost their promotional (batch) email marketing in 2013. While email is one of the oldest forms of digital marketing, it is also one of the most effective formats as consumers often opt-​in to receive these messages and the content can be easily customized.

[Sources: 2013 Marketing Trends Survey. Strongmail​.com. 2012. Web. 16 Jan. 2013; Retail email volume grows. Retailemailblog. 31 Dec. 2012. Web. 16 Jan. 2013] 
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.