January 10, 2011, 3:17 PM

Top online retailers send 16% more marketing e-mail in 2010

Responsys points to large e-mail gains in November and October.

Thad Rueter

Senior Editor

Lead Photo

Online retailers sent an average of 152 e-mail marketing messages in 2010 to each consumer who signed up to receive e-mail, up 16% from 2009, says Responsys, which sells e-mail marketing services. Since 2007, retail e-mail volume has increased 17%, the vendor says.

Retail e-mail volume grew the most in November, with a 24% increase over the same month in 2009. Responsys credited retailer promotions for the day after Thanksgiving—Black Friday—and other holiday shopping marketing efforts for the gain. October was in second place, with 20% growth. July experienced the smallest growth in volume, up 8% over the same month in 2009.

Friday was the most popular day of the week in 2010 to send e-mail marketing messages, Responsys says. 49% of online retailers sent promotional e-mails that day, up from 42% the previous year. Tuesday and Thursday also were popular days to send retail-themed e-mails. Saturdays and Sundays were the least popular days, though Responsys said the popularity of Sunday increased somewhat in 2010 because retailers wanted to secure spots in inboxes that consumers would check in hopes of finding Monday sales.

Cyber Monday—the first Monday after Thanksgiving—retained its claim to the most popular day for e-mail marketing for the fourth year in a row. 77% of retailers sent e-mails on Cyber Monday, up from 71% in 2009.

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