We’ve been examining email marketing
trends on major shopping occasions throughout the holiday season. So far we’ve
looked at Black Friday, Cyber Monday,
and Green Monday. Next up: Free Shipping Day. This
year 73% of the more than 100 major retailers that we track sent their
subscribers at least one promotional email on Free Shipping Day, which was on
Dec. 18 this year. That’s down from 77% last year. This current level of
activity made Free Shipping Day a decidedly average email marketing day during
the holiday season, whereas last year it had been above average.
Perhaps more importantly, only 9% of
the promotional emails sent by retailers on Free Shipping Day mentioned it by
name. That’s not to say that there weren’t plenty of free shipping offers to be
had, but that’s not all that unusual these days—which is a big part of the
problem for Free Shipping Day as a brand. Back in 2008 when Free Shipping Day
burst on the scene, free shipping was still a huge draw because it wasn’t
offered all the time.
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