Black Friday brought in total ecommerce sales of $9.03 billion, 21.6% increase YoY. And Cyber Monday saw $10.84 billion in sales to Black Friday & Cyber Monday, an infographic from Omnisend.
Email played a big part.
One of eight email clicks resulted in a sale on Black Friday and Cyber Monday. On Giving Tuesday, one of six clicks led to a sale.
In addition, 27% of November orders were from automated email messages. Also 43% of automated email orders occurred during the Cyber Ten period — the Sunday before Black Friday through Giving Tuesday.
These four message types accounted for 95% of automated orders on Black Friday and Cyber Monday: Cart abandon, browse abandon, product abandon and welcome.
Welcome messages did the best of all, drawing a 75% conversion on Black Friday and 63% on Cyber Monday.
Cart abandon messages pulled a conversion rate of 59% on Black Friday and 49% on Cyber Monday.
Browse abandon messages generated a 30% conversion on Black Friday and 26% on Cyber Monday.
Product abandon messages achieved a 37% conversion rate on Black Friday an 27% on Cyber Monday.
SMS achieved 72% of November orders during the Cyber Ten period, and 19% on Black Friday.
Meanwhile, web push messages generated a 31.7% conversion rate for the month, 38.5% during the Cyber Ten 59.5% on Sunday, November 29.
The top five email send days were:
The top SMS send days were:
The main Web push send days were:
The results are based on Omnisend’s analysis of activity by its clients. The company has 50,000 customers globally.