More than 17.5 billion emails were sent from the Salesforce Marketing Cloud over the course of Cyber Week, according to the company, including three billion emails on both Black Friday and Cyber Monday.
For context, Salesforce customers sent 12 billion emails from the Marketing Cloud during the same period last year. That's an email volume growth rate of 41.6% year-over-year.
Companies that recently began implementing Salesforce’s email marketing capabilities may have also seen their email engagement and conversion rates grow year-over-year, according to a recent study by Forrester. Commissioned by Salesforce, the research firm's report investigated how new customers benefitted from leveraging Salesforce’s Email Studio.
Forrester charted a 50% improvement in email conversions after brands implemented Salesforce’s Email Studio -- the email marketing solution available within the Marketing Cloud -- according to the study. Brands improved email marketing engagement significantly by deploying more targeted campaigns, per Forrester.
Salesforce’s Email Studio helps marketers send personalized emails at scale, by utilizing predictive intelligence to build more relevant audience segments. Marketers can send promotional, transactional, and trigger-based emails through the Email Studio, and marketing automation makes this process less resource-straining than manual sends.
Forrester estimates that improved email conversions helped brands increase incremental revenue by at least $761,000. Salesforce customers also saw a 5% increase in average order value on average, resulting in increase revenue of $2 million.