Retailers Send More Emails, Make Promotions Easier


The top 1,000 retailers increased the number of emails they sent to consumers in 2021 on average, but sent fewer with promotional offers, according to a Digital Commerce 360 ​​analysis of data from the marketing firm via MailCharts email.

The median number of emails sent increased to 167 in 2021 from 154 the previous year. 2020 was the first year of the pandemic, and some merchants have slowed their email cadence for fear of seeming oblivious to the turmoil many consumers faced at the start of the COVID-19 outbreak. The median percentage of emails containing promotions fell to 50.3% in 2021 from 51.7% a year earlier.

Retail chains continued to send the most emails in 2021 and web-only retailers the least. The typical subject line changed little at a median of 38 characters. One notable change in recent years is that many other Top 1000 retailers are optimizing their emails for mobile devices. The median share of mobile-friendly emails reached 98.5% in 2021, up from 94.8% in 2020.

Clothing and accessories retailers sent the most emails and those selling consumer electronics the least. Auto parts dealers were the most promotional and flower and gift retailers the least.

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