The top online retailers sent each of their subscribers a year-to-date high of 4.1 promotional emails on average during the week ending Oct. 12. That's up 4 percent week-over-week, 15 percent from where it was four weeks ago and 22 percent year-over-year. Ignoring the spike in messaging right before Halloween, last week was really the peak of the Halloween messaging season. Christmas messaging is starting to pick up and I expect Thanksgiving messaging, which has been almost nonexistent so far, to slowly pick up this week.
J.C. Penney appears to have returned to a practice it once condemned: couponing. At the bottom of the latest of Chief Executive Ron Johnson's increasingly frequent emails to customers, J.C. Penney offers a "gift": a barcoded offer for $10 off customers’ next purchase of at least $10. "We can't wait for you to see the new and improved jcp," the promotion says.
Yes Virginia, there is a Santa Claus and yes he makes a list and checks it twice. But no, he is not the only one making and checking lists. Retailers all over the map will be making, checking and rechecking their email marketing lists over and over again as they prepare for what they hope is a very profitable holiday shopping season.
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