November 29, 2007, 12:00 AM

Retailers set e-mail record with Monday-after-Thanksgiving promotions

Two-thirds of the more than 100 large online retailers tracked by RetailEmail.Blogspot sent promotional e-mails on Monday, compared with 44% on that day last year. But the record may not last for more than a few days.

 

Consumers didn’t just happen upon those e-commerce sites that reported double-digit sales increases on Monday-many were responding to a record volume of e-mails from e-retailers.

67% of the more than 100 large online retailers tracked by RetailEmail.Blogspot sent marketing e-mails Monday, well above the 44% who did so on the Monday after Thanksgiving last year. What’s more, 25% of those retailers sent promotional e-mails out Sunday, more than double the 12% who did so in 2006.

Cyber Monday, as many in the e-commerce industry have come to call the Monday after Thanksgiving, “has definitely come into its own as an online shopping holiday,” says Chad White, founder of RetailEmail.Blogspot and director of retail insights at the Direct Marketing Association’s Email Experience Council. He notes that 16% of the retailers that sent e-mail Monday referred to it as Cyber Monday, and predicts that more retailers will use the term next year.

Despite the high volume of e-mail Monday, White doubts Monday’s record will stand for long. He notes that the Monday after Thanksgiving last year was only the sixth most popular day of 2006 for retailer e-mail, exceeded by two of the three Mondays that followed it. The day after Christmas was the heaviest day for retailer e-mail, with 53% of the retailers tracked last year sending out e-mail on that day.

 

 

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