The Retail Email Index has reported a rise of four per cent to a new year-to-date high in the week ending October 24th, according to a blog.

It means that the index is now at 227, up one per cent from four weeks ago, with the Retail Email Participation Rate showing that Friday was the most popular day to send retail emails out of the whole week, according to the Retail Email Blog.

Chad White, director of retail insights at the Email Experience Council, attributed Friday’s boost in emails to Halloween falling on a weekday, adding that it will also affect the Retail Email Seasonality Meter.

He continued in the blog: "With a week left before Halloween, holiday references are now leading all seasonal references – and will continue to do so until the calendar turns."

The news comes as businesses have been urged to avoid "too much hype" in their online marketing messages, according to an article on the Smart Biz website written by Neil Anuskiewicz.

Mr Anuskiewicz adds: "We all know excessive hype when we see it."

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