Email Tip – Black Friday and Cyber Monday

Were you inundated with emails between Thanksgiving and Cyber Monday? You’re not alone – the biggest shopping weekend of the year filled up our inbox too.

Black Friday and Cyber Monday are two of the busiest days of the year for retailers and marketers. Many retailers didn’t even wait until Black Friday this year and instead, began their sales on Thanksgiving Day. Their early-bird approach paid off. According to Adobe Digital Insights, Thanksgiving online sales increased 18.3%, Black Friday dollars spent increased 16.9%, and Cyber Monday sales increased 16.8% from 2016.

Since we’re total data geeks at Whereoware, we set out to measure how our overflowing inbox correlated to retailers’ holiday sales success. Did retailers across industries send more emails this year compared to last year’s holiday shopping kickoff? We tracked the holiday email sends (Thanksgiving – Cyber Monday) of 15 major retailers, such as Old Navy, Amazon, Loft, Nordstrom, Kohls, and Bath & Body Works (see the raw data below), and compared the results year-over-year. Check out what we found.

BlackFriday-CyberMonday-Graph

Here’s What We Found

Comparing 2016 to 2017, the was a major uptick in email sends between Thanksgiving and Cyber Monday. The most significant increase occurred on Thanksgiving (30.72% increase) and Cyber Monday (33.5% increase). More retailers are starting their sales on Thanksgiving night and increasing the number of promotional emails sent. Retailers were averaging around two sends a day, but we saw some go up to three and even four emails sent in one day. If you look at both the outlet or factory version emails combined with the main brand the sends climbed even higher.

Brands even extend their Cyber Monday promotions to Tuesday. Below, you’ll see some of our favorite emails from retailers, along with the frequency which they sent emails and if they extended their sales.

Retailer Name: LOFT
Emails Sent Between Nov 23-27: 14
Emails sent on Black Friday: 4
Emails sent on Cyber Monday: 3
Cyber Monday Extended? Yes.

Loft Cyber Monday Loft Cyber Monday Email

 

Retailer Name: Old Navy
Emails Sent Between Nov 23-27: 12
Emails sent on Black Friday: 2
Emails sent on Cyber Monday: 3
Cyber Monday Extended? Yes.

Old Navy One Dolla Holla Old Navy Black Friday

Retailer Name: Amazon
Emails Sent Between Nov 23-27: 11
Emails sent on Black Friday: 3
Emails sent on Cyber Monday: 3
Cyber Monday Extended? No.

Amazon Cyber Monday

 

 

Retailer Name: Wayfair
Emails Sent Between Nov 23-27: 10
Emails sent on Black Friday: 3
Emails sent on Cyber Monday: 3
Cyber Monday Extended? Yes.

Wayfair Black Friday Preview

Retailer Name: Paper Source
Emails Sent Between Nov 23-27: 11
Emails sent on Black Friday: 2
Emails sent on Cyber Monday: 3
Cyber Monday Extended? Yes.

Paper Source Cyber Monday Extended

Retailers are sending up to 17 emails enticing consumers to shop and purchase from their stores and online during Black Friday and Cyber Monday – increasing 23% total from last year. It looks like multiple sends in one day could be a new trend to get ahead of the crowded inbox.

What are your thoughts? Have you tried it out? If so, how did it work for you. We will continue to track these retailers throughout the holiday season keep you updated on the trend.

Raw Data – Holiday Email Send Tracker

2016 Raw Data 2017 Raw Data