email insights & trends from thanksgiving, black friday & cyber monday #infographic
Post on 11-May-2015
133 Views
Preview:
DESCRIPTION
TRANSCRIPT
100%
80%
90%
60%
70%
40%
50%
IWork
CyberMonday
Black Friday
�anksgiving Day
77.8%
67.6%
�anksgiving,Black Friday+Cyber Monday
Cart Abandonment EmailsAmong retailers sending promotionalemail on Cyber Monday
While there are plenty of online deals to be had, Black Friday is still the national holiday for in-store bargains. On high-mobility days like Black Friday, it’s especially critical to send emails that are mobile-friendly—whether it’s mobile-aware design or more sophisticated responsive design—as smartphone users respond very negatively to desktop-centric email designs.
November 27-29(Among 105 retailers)
vs.
In Early October(Among 107 retailers)
Email Insights and Trendsfrom
Inbox ParticipationPercentage of retailers sending at least 1 promotional email
The Thanksgiving Holiday Weekend includes some of the busiest email marketing days of the year, but consumer behavior over this 5-day
stretch is a moving target, which means retailers have to adjust their tactics from day to day. Based on our anonymous tracking of nearly110 major online retailers, we found that there continue to be great opportunities for retailers that get ahead of the curve and address
consumer needs and expectations before their competitors.
Email volume spikes on Thanksgiving, Black Friday, and Cyber Monday, which has been the busiest email marketing day of the year for many years now. While Thanksgiving has only recently become an unfettered commercial holiday, its influence continues to grow
rapidly, as evidenced by the increase in email volume on Thanksgiving Eve this year.
Thanksgiving is a day divided. Early in the day, retailers’ emails seek to engage consumers hanging out at grandma’s with ‘couchbuster’ deals, while later in the day
their emails are aimed at driving shoppers to stores for Black Friday doorbusters. This is evident in the send times used by retailers, where an early wave of
Thanksgiving messaging is followed by an evening wave of Black Friday messaging.
Mid
nigh
t1
am2
am3
am4
am5
am6
am7
am8
am9
am10
am
11 a
mNo
on1
pm2
pm3
pm4
pm5
pm6
pm7
pm8
pm9
pm10
pm
11 p
m
Mobile Friendlinessof EmailsPercentage of retailers using mobile-friendlydesign (responsive or mobile-aware) ormobile-unfriendly design (desktop-centric)for their promotional emails
Service-oriented triggered email messaging is never more vital than on Cyber Monday, which is the biggest ecommerce day of the year. For instance, emails that reengage shoppers who abandoned online shopping carts often mean the difference between a completed sale and a lost sale on this high-value shopping day.
The holiday season has clearly inspired retailers to embrace the new mobile consumer more fully. Plus, most of the increase in
mobile-friendly emails was from higher use of responsive design, which is much more sophisticated than mobile-aware design.
21% sent email in response within 3 days to a subscriber abandoninga shopping cart worth $100+
50% of those sending a cart abandonment email sent it within 24 hours of abandonment
10% of those sending a cart abandonment email sent a series of them
Source: All data based on observational researchperformed by ExactTarget involving more than100 retailers using anonymous email accounts
For more holiday insights and advice from ExactTarget,check out our Holiday Marketing blog posts and reports.
13% responsive
10% mobile-aware
77% desktop-centric
21% responsive
11% mobile-aware
68% desktop-centric
Time of Email DeliveryPercentage of promotional emails sent by retailers on Thanksgiving Day
9.6
%
0.9
%
0%
1.7
% 2.6
% 4.3
%
3.5
%
6.1
%
6.1
%
5.2
%
5.2
%
5.2
%
5.2
% 7.0
%
3.5
%
3.5
%
2.6
%
0.9
%
0.9
%
1.7
% 2.6
%4.3
%
9.6
%
7.8
%
Nov 27 Nov 28Thanksgiving
Nov 26 Nov 29Black Friday
Nov 30 Dec 1 Dec 2Cyber Monday
Dec 3
57.4%
70.4%
81.5%
69.4% 69.4%
88.0%
�anksgiving,Black Friday+Cyber Monday
top related