E-retailers sent average of 5.7 e-mails during the week ending Dec. 23, up 35% from last year, as retailers pushed holiday sales later into season, according to e-mail marketing services provider Responsys
December 28, 2011
– E-retailers sent an average of 5.7 e-mails during the week ending Dec. 23, up from 5.6 messages a week before and 35% from last year, according to e-mail marketing services provider Responsys, Internet Retailer reported Dec. 27.
With this year’s holiday sales push by retailers extending right up until Christmas, e-mail volume featuring last minute discounts, free shipping and gift cards peaked later in the season than usual. E-mail volumes typically peak two weeks prior to Christmas.
According to Responsys research director Chad White, the late push could become the new norm.
Nearly three quarters of the retailers tracked by Responsys sent out e-mail promotions on Dec. 21, which was also the last day many retailers offered express shipping in time for Christmas.
The primary source of this article is Internet Retailer, Chicago, Illinois, Dec. 27, 2011.