This holiday season we’ve examined
email marketing activity and trends on Black Friday, Cyber Monday,
and Green Monday. Now it’s time to look at Free
Shipping Day. This is a shopping occasion that’s in decline. Unlike last year
when email activity on Free Shipping Day exceeded Green Monday and rivaled
other important shopping days, this year email activity on Dec. 18 was very
average. Of the more than 100 major retailers that we track, 73% sent their
subscribers at least one promotional email on Free Shipping Day. That’s down
from 77% last year.
Perhaps more importantly, only 9% of
the promotional emails sent by retailers on Free Shipping Day mentioned it by
name, which is a sign that the “Free Shipping Day” brand is weak. And it’s easy
to understand why that would be the case. Free shipping offers are plentiful
throughout the holiday season indeed, throughout the year. So a day that
trumpets a promotion that’s very common on other days is surely confusing to
consumers.
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