Engaging With Black Friday Emails and Social Posts
Engaging With Black Friday Emails and Social Posts
Do people like to get Black Friday advertising messages on the day of or do they like a week or so to plan their execution for the most famous shopping day of the holiday season? Here we are looking for a difference between how consumers engage with emails and Facebook blog posts in the week leading up to sellers’ big sales?
To discover, Yesmail analyzed 2013 as well as 2014 data from 50 major sellers, consisting of Macy’s, Target, Best Buy, Toys R Us, as well as Nordstrom. They analyzed advertising and marketing e-mail and social projects released throughout the week leading up to Black Friday.
Black Friday-themed emails had above typical open rates in 2014 on the Sunday, Monday, and Tuesday leading up to the day, and below typical open rates on the Wednesday and Thursday.
Although emails sent out the Monday before Black Friday had the greatest open prices, they also had the greatest delete-after-open rates (6.6 %). That could suggest customers intend to engage with Black Friday emails early in the week however will delete the messages if they do not discover the highlighted products relevant or could not utilize the featured promo immediately.
Retailers deployed the most significant share of Black Friday-themed Facebook ad campaigns on the day itself (28 %) in 2014, but saw lackluster outcomes.
The Sunday prior to Black Friday had the highest involvement on Facebook blog posts, with interactions gradually declining via the course of the week. That may indicate customers aim to Facebook for offers early in the week yet emphasis on e-mail promos on the actual day. Also suggesting that customers get to busy to peruse Facebook during the work week leading up to Thanksgiving.
Regarding the study: The record was based upon 2013 and also 2014 data from 50 significant merchants, including Macy’s, Target, Best Buy, Toys R Us, and Nordstrom.
