{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.


That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.


Sorry about this, there is a problem with our search at the moment.
Please try again later.

emailWith more people shopping online, it seems an obvious time to increase your email marketing efforts and get customers onto websites and into stores, but a surprising number of retailers didn't send emails last Christmas.

According to a report by Snow Valley, 38 of 107(36%) retailers studied didn't send an email in the three months before 28 December.

Snow Valley signed up to receive emails from all 107 retailers, and the results show the number of emails received, so it is possible that some emails were sent by retailers but not receieved, but the results of the study do suggest that some retailers failed to make the most of email marketing. 


Email frequency can be an issue, but retailers sending way too many emails, as in this worst practice example, is rare, and most retailers will not send more than two a week. 

Most retailers that did send emails in the survey increased the frequency of emails in November and December 2008.

The busiest week for sending emails was the 15 - 21 December, effectively the last week for online shopping to receive goods in time for Christmas Day, with the first week of the month the second most popular.

In this example from Littlewoods, the retailer's email marketing efforts jump from two or three emails per week, to six or seven in the weeks before Christmas:

Littlewoods email frequency

This is still a high number of emails to be sending out to customers, and the retailer is running the risk of annoying its subscribers by sending so many. This was among the highest average frequencies in the study; only Figleaves and ASOS sent more.

Most retailers chose to send an average of around two per week for November and December, which is a better way of approaching email marketing. It is worth sending more in the Christmas period as more people are likely to shop online, but retailers should strike the right balance, and avoid irritating recipients.

Graham Charlton

Published 30 January, 2009 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

Comments (0)

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.