Dive Brief:
- Lessons learned for retail marketers: Emails that promoted 'cyber week' sales preformed more poorly than retailers who just promoted 'Black Friday' or 'Cyber Monday' sales.
- A study by Yesmail showed that retailers that chose to use 'cyber week' for its holiday marketing tactic of choice had 2% less of an open rate than the 12.07% average. Some big retailers who used 'cyber week' even saw less than 7% open rates.
- Black Friday e-mails had an average open rate of 14.27%, and Cyber Monday emails had an average open rate of 12.07 percent for Cyber Monday.
Dive Insight:
The study concludes that marketers who opted to stretch out the online deals for an entire week lost a sense of urgency to shop with consumers. It is also worth noting that Black Friday emails also had a higher deletion rate and delete-without-reading rate. So perhaps sticking with a strong 'Cyber Monday' email campaign will be the way to go for future holiday seasons.