As the two biggest shopping days of the year, Black Friday and Cyber Monday can make or break many brands’ final quarter or even entire year. To prepare marketers for the rest of the holiday season and provide a summary of this year’s major shopping days, we analyzed Black Friday and Cyber Monday data from 2014 and 2015 from Yesmail clients spanning a variety of verticals including Retail, CPG, Hospitality, Consumer Services, Financial Services and more.
Below are some highlights from our analysis.
Finally…Great delivery rates on key shopping days: average delivery rate across Yesmail clients for both Cyber Monday and Black Friday was 99%.
Many brands do not typically follow deliverability best practices and expand their mailing volumes and frequency suddenly and aggressively. This typically causes bulking or even blacklisting at major ESPs like Gmail, Yahoo!, Aol, and Hotmail which precludes emails from landing in their intended recipients’ inboxes. The 99% average delivery rate Yesmail clients achieved is a testament to the importance of having a dedicated deliverability team in charge of your mailing strategy.
Email volume increased as email-driven purchases made a killing: Cyber Monday email volume jumped by 87% from 2014 to 2015 while Black Friday’s grew by 31%.
Perhaps not surprisingly, the number of email-driven purchases for both Cyber Monday and Black Friday also grew. What could be surprising is the growth rate they exhibited. Email-driven orders on Cyber Monday more than doubled year-over-year while email-driven orders placed on Black Friday grew an astounding 1.5 times from 2014.