Omnisend Research Shows Email is Still King of Black Friday & Cyber Monday, SMS Gains Ground With 2000% + ROI

Omnisend research over Black Friday week shows that email marketing is still the most profitable channel over the shopping holiday, but SMS marketing is emerging as an ROI-rich channel

News provided by

Omnisend

Nov 29, 2018, 10:14 ET

LONDON, November 29, 2018 /PRNewswire/ --

Ecommerce omnichannel marketing platform, Omnisend, has released a study of email campaigns sent during the week of Black Friday. According to this research, email marketing is still the most effective when used around Black Friday as opposed to Cyber Monday.

Omnisend Black Friday Automation Statistics 2017 vs. 2018 (PRNewsfoto/Omnisend)

(Photo: https://mma.prnewswire.com/media/791538/Omnisend_Black_Friday_Automation_Infographic.jpg )

Email marketing campaigns were particularly successful on Black Friday, with over 40% of the whole weekend's campaigns being sent that day, profiting from an average order count of 9.44. While Cyber Monday had 30% of the weekend's campaigns, the average order count was only 5.56.

In marketing automation, cart recovery emails performed the best during the 2018 Black Friday period, with numbers higher than 2017.

2017 cart abandonment emails counted a 37.69% open rate with a 7.5% click-through rate, and an order rate of 1.65%. However, in 2018, while open rate dropped to 34%, click-through rate jumped to 9% and order rate increased to 2.13%.

Most surprising from this holiday weekend: marketers turned to SMS marketing to reach their customers. On Black Friday alone, SMS messages were sent 33 times more comparing to usual business day. Some Omnisend customers spoke out, saying that SMS campaigns were yielding over 2000% ROI during the shopping holiday.

According to Rytis Lauris, CEO of Omnisend: "These numbers show us that email marketing is still the top channel for the Black Friday period. We know that the success rate of cart abandonment automation increases with each year, and that SMS campaigns can be used to increase profitability. As SMS marketing grows, we see that channel boosting already powerful email campaigns to give our marketers a more impactful connection with their customers and a better ROI."

Marketers should begin using SMS campaigns and integrating the channel in their email automation workflows for the best results on the regular basis.

For more information, see this blog post.

About Omnisend:

Omnisend is an ecommerce marketing automation platform committed to helping growing ecommerce businesses use marketing automation and omnichannel communication to increase their sales. It is the number one rated email marketing tool on Shopify, and is available on all ecommerce platforms.

SOURCE Omnisend