2018 update: The best way to prepare your brand for Black Friday 2018 is to read any Black Friday 2017 data available. This email marketing report about Black Friday 2017 was featured at smartinsights.com and hosted to decades of sites worldwide, having been read thousands of times. So stay tuned for the new upcoming Black Friday eCommerce report that we will release this year.
Each year, online retailers make new records during the Black Friday and Cyber Monday shopping period. In 2016, consumers spent a total of $12B online over the Black Friday weekend alone. Black Friday 2017 was no exception, as a growing number of consumers opt for the comfort of their home (office) over the crowded streets and malls when it comes to grabbing the best Black Friday deals. At ContactPigeon, we analyzed millions of transactional records for a sneak peek into how Black Friday 2017 was shaped up. We have wrapped up our key findings in the following infographic about Black Friday Email Marketing Report 2017:
Black Friday Email Marketing Infographic
Click to enlarge the image.
Key Findings from Black Friday Email Marketing Report 2017
Record online sales for Black Friday
More retailers are using email for Black Friday campaigns
Automatically triggered campaign is a key trend this holiday
Most active hours are 10AM, 9AM, noon and midnight (12AM Black Friday)
PC desktop is (still) the Black Friday king
Android on the rise
Emojis are not game winners
Our data shows a peak one-day sales this Black Friday. There is a 14% revenue increase compared to same 24 hour period on Black Friday 2016.
The overall volume of emails sent during the 24 hours of Black Friday exceeded the previous year by 11%. This suggests the continued emphasis retail brands worldwide places on email as a channel to reach their consumers. Overall, email marketing contributed to nearly 23% of total sales made on Black Friday day.
Email marketing has been around for lots of years and it’s penetration as a marketing tactic is undoubtful. However, as competition rises the necessity pushes the brands to evolve and step into “next generation” email marketing, thus investing in Marketing Automation software. This Black Friday, we noticed that approximately 2% of the total email volume is triggered (e.g., abandon cart, browse abandonment, etc). Yet, triggered campaign have a significantly higher conversion rate at 26.2% compared to an average of 5.3% for all email types. This is a near 3x in conversion boosts with triggered campaigns!
An hour by hour view provides interesting patterns in the email delivered and the subsequent opens, clicks and order rate by shoppers.
The most active hours for consumer placing orders are 10AM, 9AM, noon and midnight – beginning of Black Friday. On average the order conversion rates for these hours are 4.8%, 4.1%, 4.0%, and 3.3% respectively. There is a peak in the early hours of Black Friday as retailers kick off their Black Friday sales as early as midnight when the clock strikes Friday. A second peak occurs again later in the morning between 9AM and 11AM as consumers wake up to continue exploring the deals from their office or home. For the shoppers who are at work, we see another uptick during lunch hours of noon and 1PM as office workers use the leisure time to find attractive deals online.
Despite the growing mobile usage, the majority of the open and order conversions takes place on PC and Mac desktops. 51% of all Black Friday orders are made on desktop platforms, with average click rates of 43% and conversion rate at 7%. Given the extended browsing hours and ease of inputting order details, consumers continue to opt for desktops to complete their Black Friday shopping experience.
Among mobile devices, Android tops iPhone this year in terms email consumed and conversions. 21% of the emails are open on Android devices compared to 17% on iPhones.
Two-thirds of Black Friday emails contain emojis in their subject lines. However, the use of emoji’s alone doesn’t ensure higher conversion to sales. In fact, sales email without emojis shows a 1.5x higher conversion rate than the ones that contain emojis.
Email alone as a channel makes up ~23% of sales attribution on Black Friday 2017. Click To Tweet
— George Moirotsos, CEO & Cofounder, ContactPigeon
Liked what you see on our Email Marketing Report?
Marketing Automation Update: We recently released the Ultimate Marketing Automation Guide for 2018, with 8 proven eCommerce automations tactic to grow your eshop. Have a look!