news: Brands that are heavily relied upon Email and SMS campaigns Attract shoppers and call out Black Friday and Cyber Monday sales.
- The total number of Black Friday emails sent to consumers are: 1.83 billionmark 13% increase Comparison with last year by marketing communication platform cinch.
- This spike in email volume is even more evident when you factor in the Thanksgiving and Black Friday combined, which exceeded 3.1 billion as of Monday morning.
- These emails received significant engagement with 386.9 million opens and 12.72 million clicks, demonstrating their reach and effectiveness in engaging consumers during Black Friday.
What's behind the numbers: According to data from email and SMS providers, there was a noticeable increase in scheduled email campaigns ahead of Black Friday. omnisend.
- Businesses sent 92.66 million emails on November 22nd, which jumped to 123.79 million the next day, highlighting the increased marketing efforts. On Black Friday, the volume of emails reached he 183.89 million. After Black Friday, emails show that he was strategically focused on the previous day, decreasing to 18.11 million.
- Despite the conventional wisdom that “email is dead,” open rates for scheduled email campaigns increased by about 5%, according to Omnisend.
- another provider, attentive, More than 540 million text messages were sent on Black Friday alone, an increase of 37% year over year.
- According to Attentive, automated messages like abandoned cart reminders had a click-through rate of 16.6% and a conversion rate of 36.6%. These numbers were 3.4% and 8.3%, respectively, for campaign messages such as flash sales.
Email and SMS are recommended: A September Sinch survey of more than 2,072 consumers in the United States and Western Europe found that email is the primary vehicle for Black Friday promotions, with a strong preference for mobile-friendly channels.
- Despite the prevalence of social media, 69% of respondents prefer to receive holiday sales information via email, highlighting the continued importance of email in customer engagement.
- Almost half of survey participants accepted discounts communicated via SMS, demonstrating that a combination of email and SMS is effective for time-sensitive promotions.
- Beyond promotions, transactional messages like shipping notifications and order confirmations are very important, with more than 80% of consumers rating them.Half of the respondents said they do not use SMS or whatsapp.
- Timing is also important. More than half of respondents (57%) would prefer to receive information well in advance of Black Friday, and 36% would like to receive information as soon as possible. Therefore, brands need to engage with customers early and leverage various channels such as SMS and social media to ensure visibility and influence.
Our view: To succeed on Cyber Monday and beyond, brands must optimize their email campaigns, create mobile-optimized content, and adopt an omnichannel approach that resonates with customers' diverse tastes. This strategy should help brands meet customer expectations during the competitive holiday season.
An organic email marketing strategy is critical to budget efficiency.Focusing on quality content in email campaigns can extend marketing effectiveness over the long holiday season, says principal analyst Andrew Lipsman among us 2023 Holiday Shopping Report.
