Week-End Trends: Echo Monday #2 also falls short of Cyber Monday

Email activity and promotional trends during the past week:

The RetailEmail Index rose 12% to a new year-to-date high of 314 during the week ending Dec. 14, and is up 40% from where it was four weeks ago. The Index score indicates that on average the top 100 online retailers each sent 3.1 promotional emails last week. With guaranteed Christmas delivery with standard shipping expiring for many retailers early next week, we should see email volumes decline for the first time in 8 weeks.



RetailEmail Participation Rates: Last week, 97% of the retailers in the RetailEmail Index send out at least one promotional email, up from 96% the week prior, and up from 93% during the 4-weeks-ago period. Echo Monday #2 saw a RetailEmail Participation Rate of 59%, higher than Echo Monday #1 (52%) but lower than Cyber Monday (68%). Last year two of the three Echo Mondays—the Mondays between Cyber Monday and Christmas—saw higher participation rates than Cyber Monday.



Christmas (Dec. 25): At this point I’ve stopped counting holiday references because nearly every retail email has a holiday angle to it at this point.

Black Friday (Nov. 23): There were 4 emails referencing to Black Friday last week, up from 2 the week prior. Buy.com and TigerDirect have been perpetuating Black Friday by having Black Friday II, III and IV campaigns, and Circuit City referenced Black Friday this past week as well.

Other things referenced by retailers: winter sports, coats, sweaters, holiday parties, cashmere, HDTVs
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