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Black Friday is one of the most profitable shopping holidays, and retailers are busy planning their social media and email strategy. To help retailers make informed decisions about last-minute social media and email campaigns, Yesmail analyzed the performance of 50 top retailers’ email and social promotions in the week leading up to Black Friday. Here’s what they found (read the full report here):
Black Friday-themed emails had higher than average open rates on the Sunday, Monday, and Tuesday leading up to the day, and lower than average open rates on Wednesday and Thursday. Although emails sent the Monday before Black Friday had the highest open rates, they also had the highest delete-after-open rates (6.6%). That may indicate consumers want to engage with Black Friday emails early in the week but will delete the messages if they don’t find the highlighted products relevant or cannot use the featured promotion immediately.
Retailers deployed the biggest share of Black Friday-themed Facebook campaigns on the day itself (28%) in 2014, but saw lackluster results. The Sunday before Black Friday had the highest engagement on Facebook posts, with interactions steadily declining through the course of the week. That may indicate consumers look to Facebook for deals early in the week but focus on email promotions on the actual day.
Are you ready to ROCK the 2015 holiday season? Check out the latest BizzyWebinar on our YouTube channel for tips to plan your holiday promotions. Interested in learning more about how you can reach new customers and increase sales year-round? Check out our Buzz Builders online marketing programs, or contact us today for a free Buzz Report! BizzyWeb can help you create a holiday email marketing and social media plan to get REAL results!
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