Brands gearing up for Black Friday should not skimp when it comes to email frequency, judging by Email is the new Black (Friday), a study from Pathwire in partnership with Ascend2.
Of the email teams polled, 27% strongly agree that their Black Friday promotions produce a significant increase in return on investment. And 50% moderately agree.
Another 14% disagree somewhat, and 9% strongly disagree. But the message is clear: email produces ROI during this festive season.
But cadence is important. The typical frequency of Black Friday emails is:
Which cadence works better? The most successful are:
Only 5% say one send weekly is the most productive. Strangely, 11% say the same about less than one email per week.
Among companies, 52% of enterprise firms send at least one Black Friday email per day, as do 40% of mid-market companies and 20% of small businesses.
Here are the advanced email tactics now being used in Black Friday emails:
The top tactics of the most successful marketers are slightly different:
Who’s sending at least one Black Friday email each day? Among verticals, they are:
Here’s how they stack up in sending one email per week or fewer:
Professional Services — 55%
Hospitality — 42%
Health & Personal Care — 41%
Transportation — 32%
Retail — 28%
ROI varies with the sector, with these groups reporting significant increases:
For enterprise brands in general, the results are even more impressive: 905 see a large boost in ROI, versus 79% for mid-market firms and 67% for SMBs.
How do you get into this exclusive circle? Pathwire offers these 10 tips for getting the most out of your holiday campaigns:
Ascend2 surveyed 143 B2C email marketing professionals from September 20-21, 2021. Of these, 30.8% were with enterprise firms while 21.7% were with mid-market firms and 47.6% were with small businesses.