Email Marketing Trends for May 2012
The number of brands I monitor increases each month. To provide more consistent data month-over-month, "Email Volume" will now be presented as the percentage of brands sending that particular day rather than quantity of emails received.
Email Volume by Day
Unlike April, no dramatic spike was seen during May. Monday, 5/22 was the most mailed day though no common promotional trend, such as early Memorial Day sales, was seen. Strangely, the Saturday before Memorial Day tied for the least mailed day of the month. One would expect retailers to promote Memorial Day Weekend sales more heavily on Saturday.
Email Volume by Day of Week
Email volume was more evenly distributed in May with Tuesday, Wednesday, and Thursday nearly tying. Saturdays continue to be the least mailed day of the week.
Emails Sent per Brand
The most frequent mailer sent 84 messages slightly up from April. Brands sent an average of 12 messages in May. 11% only sent 1 message during the month.
Subject Line Trends
May's longest subject line tickled the 200 character mark with 199 characters. Average subject line length stiill hovers around 50 characters.
Longest: (3-way tie)
Rue La La: "From the Reserve: Rolex, Charles David, Tolani, Rizzy Home, Original Penguin, A Hit of Sunny Yellow, Trump Chicago, Dansk, Linea Pelle, Ben Sherman, Camping Essentials, & The Animal-Loving Kid's Room"
Rue La La: "FENDI, Anne Klein, Diamonds: Select Cuts, wine.com, daniblack, Blush, Bills Khakis, Beaver Creek Lodge - CO, Moms of Style: Inspired by Members, Ike Behar Boys', Karastan Rugs, Case Mate, & Little Me"
Rue La La: "Chan Luu, Heys USA, Kay Unger NEW YORK, Dylan George, Canyon Ranch SpaClub: Las Vegas, The Venetian and The Palazzo, Dansk, ELEVEN ELEVEN, Sondra Roberts, Jon Gilmore, Design History Girls', & Jacadi"
“The Tiny Dozen” features subject lines that are 12 characters or less to give you ideas to keep it short and sweet!
|The Tiny Dozen|
|NASTY GAL||100% New||8|
|American Apparel||Neon Now!||9|
|Yankee Candle Company||Save $10!||9|
|NASTY GAL||Get Ready.||10|
|Newport News||Black Jack||10|
|The Limited||Hello, Sun!||11|
|NASTY GAL||Get Dressed||11|
|JC Whitney||Private Sale||12|
|J.Crew||Shop for Pop||12|
|Brooks Brothers||Kids' Madras||12|
May 2012 Subject Line Word Cloud:
The balance of promotions remained consistent month-over-month.
Please let me know if there are other trends that you would like to see in the monthly Email Marketing Trend reports.
Manager of Marketing Research
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About the Author
As an expert in email, mobile and social strategies, Jim Davidson brings over 13 years of experience in online marketing, managing email and cross-channel programs for top retail clients. From strategic vision to implementation, Jim has led clients to successfully meet aggressive revenue and performance goals. As Bronto’s Manager of Marketing Research, he regularly publishes industry focused white papers, research reports, and contributes to the Bronto Blog. His articles can be found in publications such as DMNews and Multi-Channel Merchant.