TL;DR:
- Emails containing a promotion and email volume was flat YoY.
- Emails containing “Black Friday” and “Cyber” occurred earlier and more frequently compared to LY.
- Fewer subject lines included “extended” Cyber Monday and the day after compared to LY.
- Free Shipping, curbside pick up, and in-store pick up had a positive impact on revenue for those offering it.
Early reports from Black Friday and Cyber Monday indicate lower than anticipated ecommerce sales (eMarketer predicted a 49.5% YoY growth while we only saw a 22% growth). 22% YoY growth in ecommerce is nothing to bat an eye at as ecommerce continues to forge forward while foot traffic slows (52% decrease YoY).
The lower than anticipated growth is likely due to brands starting promotions in early November and major sales kicking off the week leading up to Black Friday. Based on MailCharts data from our core 6 industry groups, mentions of “Black Friday” and “Cyber” occurred earlier and more frequently compared to 2019.
Based on Black Friday and Cyber Monday sales, it’s not surprising that send volume and emails containing a promotion were flat YoY. While these metrics were flat, we did see an increase in emails containing a promotion on Cyber Monday than on Black Friday signaling again that ecommerce continues to grow.
We also noticed that fewer subject lines included the keyword “extended” on Cyber Monday and the day after (5.6%) compared to 7.9% last year. This is likely due to brands starting promotions in early November and likely continuing deals through December.
The most notable changes this year? The content. Retailers who offered curbside or in-store pickup had higher digital revenue than those that did not. We also saw more brands mentioning their shipping deadlines to guarantee delivery by Christmas. Below are a few of our favorites that stood out this year:
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