Email marketing leads Black Friday, Cyber Monday sales

Consumers are checking their emails for hot deals and retailers are benefiting.

That’s according to a study by e-commerce omnichannel marketing platform, Omnisend, where email marketing was ranked the most effective tool around Black Friday and Cyber Monday promotions.

In fact, 40 percent of Black Friday weekend campaigns were sent on Friday to great success. There was an average order count of 9.44, while Cyber Monday saw an email rate of 30 percent with an average order count of 5.56.

Cart recovery emails also had a significant impact on sales and were even more successful than in 2017.

Though cart abandonment emails had an open rate of 34 percent, down from 37.69 percent compared to 2017, click-through rate jumped to 9 percent, compared to 7.5 percent, and order rate increased to 2.13 percent.

"These numbers show us that email marketing is still the top channel for the Black Friday period,” explained Rytis Lauris, CEO of Omnisend.

Still, SMS marketing was also popular during the sales period with SMS messages sent 33 times more on Black Friday, compared to usual business day.

Lauris suggests marketers use a mix of these two sales tactics in order to reach consumers especially during sales events like Black Friday and Cyber Monday.

“We know that the success rate of cart abandonment automation increases with each year, and that SMS campaigns can be used to increase profitability,” Lauris added.

“As SMS marketing grows, we see that channel boosting already powerful email campaigns to give our marketers a more impactful connection with their customers and a better ROI."

This year, Cyber Monday and Black Friday broke sales records with Cyber Monday breaking sales of $7.9 billion, and Black Friday, binging in $6.2 billion (23.6 percent growth YoY) in revenue.

Email marketing leads Black Friday, Cyber Monday sales

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