Top 100 Retailers' Black Friday & Cyber Monday Email Experience
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Transcript of Top 100 Retailers' Black Friday & Cyber Monday Email Experience
![Page 1: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/1.jpg)
cyberMonday
BlackFriday
TOP 100 RETAILERS’
EMAIL EXPERIENCE2016
![Page 2: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/2.jpg)
#EmailMarketing
Black Friday & Cyber Monday has grown into
the biggest email event of the year. By tracking the top 100
retailers, we analyzed the email marketing tactics the average
consumer experienced in their inbox in 2016.
![Page 3: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/3.jpg)
FIRST CAMPAIGN SENT
October 31st, 2016Cyber MondayNOVEMBER 28TH, 2016
FIRST CAMPAIGN SENT
October 14th, 2016Black Friday
NOVEMBER 25TH, 2016
![Page 4: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/4.jpg)
Retailers Participation
![Page 5: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/5.jpg)
88% OF RETAILERS SENT A BLACKFRIDAY / CYBER MONDAY RELATED EMAIL
CYBER MONDAY& BLACK FRIDAY
CYBER MONDAYONLY
BLACK FRIDAYONLY
8%
14%
78%
RETAILERS PARTICIPATION
![Page 6: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/6.jpg)
Example: Black Friday, Kohl’s
RETAILERS PARTICIPATION
![Page 7: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/7.jpg)
Example: Cyber Monday, American Girl
RETAILERS PARTICIPATION
![Page 8: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/8.jpg)
EMAILS SENT PER RETAILER
20
1 - 10
11 - 20
21 +
57
21
1040 600
NUMBER OF RETAILERS
NU
MB
ER
OF
EM
AIL
S S
EN
T
RETAILERS PARTICIPATION
![Page 9: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/9.jpg)
Example: High-Volume Sender, Dicks Sporting Goods
RETAILERS PARTICIPATION
![Page 10: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/10.jpg)
Subject Line analysis
![Page 11: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/11.jpg)
8%OF RETAILERS PERSONALIZED WITH CUSTOMERS NAME
SUBJECT LINE ANALYSIS
![Page 12: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/12.jpg)
Example: Name Personalization, Bass Pro Shop
SUBJECT LINE ANALYSIS
![Page 13: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/13.jpg)
35%OF RETAILERSUSED AT LEAST ONE EMOJI
SUBJECT LINE ANALYSIS
![Page 14: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/14.jpg)
Example: Use of Emoji’s, Old Navy
SUBJECT LINE ANALYSIS
![Page 15: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/15.jpg)
Collection of Emoji’s Used
SUBJECT LINE ANALYSIS
![Page 16: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/16.jpg)
PERCENTAGE OF MOST USEDWORDS IN EMAIL SUBJECT LINES
32%
19%22%
32%
20%14%
7% 7%
BLAC
K
MON
DAY
FRIDAY
FREE
NOW
ONLINE
SALE
CYBER
SAVING
S
7% 10%
DEALS
SUBJECT LINE ANALYSIS
![Page 17: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/17.jpg)
Example: Most Used Words in the Subject Line
SUBJECT LINE ANALYSIS
![Page 18: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/18.jpg)
MArketing elements
![Page 19: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/19.jpg)
5%OF RETAILERSADVERTISED APPDOWNLOADS TOPREVIEW SALE
MARKETING ELEMENTS
![Page 20: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/20.jpg)
Example: App Download Advertisement, Sears
MARKETING ELEMENTS
![Page 21: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/21.jpg)
80%OF RETAILERSOFFERED EARLYSALES
MARKETING ELEMENTS
![Page 22: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/22.jpg)
Example: Pre-Sale, Cabela’s
MARKETING ELEMENTS
![Page 23: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/23.jpg)
5%OF RETAILERSINCLUDEDPERSONALIZATIONIN EMAIL BODY
MARKETING ELEMENTS
![Page 24: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/24.jpg)
Example: Email Body Personalization, GNC
MARKETING ELEMENTS
![Page 25: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/25.jpg)
39%OF RETAILERSUSED ANIMATEDGIFS
MARKETING ELEMENTS
![Page 26: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/26.jpg)
Example: Use of Animated GIFS, Bloomingdales
MARKETING ELEMENTS
![Page 27: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/27.jpg)
Free Shipping Offers
![Page 28: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/28.jpg)
OUT OF THE 88% OF RETAILERS, 68%OFFERED FREE SHIPPING
40%NO MINIMUM
28%MINIMUM REQUIRED
OF THE 68%
FREE SHIPPING OFFERS
![Page 29: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/29.jpg)
Example: Free Shipping w/ No Minimum, H&M
FREE SHIPPING OFFERS
![Page 30: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/30.jpg)
1.1%
3.4%
1.1%
3.4%
6.8% 6.8%
1.1%2.2%
$19 $25 $49$45$35 $50 $75 $99
PERCENT OF RETAILERS THAT USED A MINIMUM REQUIREMENT
$21 $100
3.4%
1.1%
FREE SHIPPING OFFERS
![Page 31: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/31.jpg)
Example: Free Shipping with Minimum, Macy’s
FREE SHIPPING OFFERS
![Page 32: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/32.jpg)
2%OF RETAILERSSWITCHED THEIR MINIMUM REQUIREMENT
FREE SHIPPING OFFERS
![Page 33: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/33.jpg)
Example: Shipping Minimum Switch, JC Penney
FREE SHIPPING OFFERS
![Page 34: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/34.jpg)
Standard Email Expectations
![Page 35: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/35.jpg)
100%OF RETAILERSEMAILS WERERESPONSIVE
STANDARD EMAIL EXPECTATIONS
![Page 36: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/36.jpg)
Example: Responsive Emails, Toys’R’Us & HSN
STANDARD EMAIL EXPECTATIONS
![Page 37: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/37.jpg)
93%OF RETAILERSLINKED TO SOCIAL MEDIA
STANDARD EMAIL EXPECTATIONS
![Page 38: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/38.jpg)
Example: No Link to Social, Old Navy
STANDARD EMAIL EXPECTATIONS
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100%OF RETAILERSOFFEREDUNSUBSCRIBING
STANDARD EMAIL EXPECTATIONS
![Page 40: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/40.jpg)
Example: Unsubscribe Link, Nike
STANDARD EMAIL EXPECTATIONS
![Page 41: Top 100 Retailers' Black Friday & Cyber Monday Email Experience](https://reader031.fdocuments.us/reader031/viewer/2022030316/5871d2291a28ab423c8b5dd5/html5/thumbnails/41.jpg)
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