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Black Friday prompts spike in email marketing activity

December 1, 2008

Email marketing activity in the US retail sector surged by 14 per cent in the week ending November 28th - otherwise known as Black Friday, new figures have revealed.

The Retail Email Index rose to a new high for the year to date, reaching a score of 311. This represented a 32 per cent month-on-month increase, Chad White of the Retail Email Blog reported.

On average, each of the top 100 internet retailers sent more than 3.1 email marketing messages during the week, with Friday being the most popular day to do so.

"Retailers were much more active this year on Black Friday, although most retailers still refer to their Friday sales as after-Thanksgiving sales rather than Black Friday sales," Mr White commented.

New figures from comScore showed that Black Friday sales rose by one per cent last week compared with the same day in 2007, beating expectations in the process.



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