Omnisend Black Friday and Cyber Monday 2020 Report: 1 Out of 6 Consumers Who Clicked an Email Made a Purchase

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First annual BFCM report discovers automated messages generated nearly 16% of email sales on Black Friday and nearly 20% on Cyber Monday

Automated emails conversion rates (Omnisend report)

Automated emails conversion rates

Retailers that added automated messages to their holiday marketing saw record sales with minimal effort.

Omnisend, the email and SMS marketing automation platform built for DTC brands, has published its Black Friday and Cyber Monday 2020 Email, SMS, and Web Push Marketing Stats & Trends Report.

The report finds that automated messages generated nearly 16% of email sales on Black Friday and nearly 20% on Cyber Monday, thanks largely to the highly-relevant nature of the automated messages sent by retailers to consumers. On Black Friday, nearly half (49.2%) of automated email conversions came from cart abandonment emails, while on Cyber Monday it held at 46.5%. Even as inboxes became increasingly crowded, consumers found relevant emails to be the most useful.

More highlights from the report include:

  • 1 out of 6 customers who clicked an email bought something.
  • Black Friday promotional emails converted at 12%, a 107.5% lift over Black Friday 2019.
  • 20% more texts sent on Black Friday and Cyber Monday than the entire month of November in 2019.
  • Web push messages in November converted at 31.7%, a greater than 475% lift YoY.

“Retailers that added automated messages to their holiday marketing saw record sales with minimal effort," said Rytis Lauris, CEO and Co-founder of Omnisend. “Our report is another wake-up call for retailers with online presences to automate as much as they can before the holidays end or they'll have smaller customer lists to cultivate in 2021."

Email marketing is far from dead—it's just getting started. With welcome emails seeing a 75% conversion rate on Black Friday alone, Lauris urges retailers to send one email or SMS to new subscribers even if they don't have time to build a welcome series. Alternatively, setting up basic web push messages that engage shoppers on websites is an easy, hands-off way to drive sales.

Get the report
The full report can be read at: https://www.omnisend.com/resources/reports/black-friday-cyber-monday-email-sms-push-marketing-statistics-2020/.

About the report
Omnisend’s Black Friday and Cyber Monday 2020 Email, SMS, and Web Push Marketing Stats & Trends Report analyzed more than 1.8 billion emails and 15 million SMS and web push messages sent by 50,000 global retailers from Omnisend’s platform.

About Omnisend
Omnisend is an ecommerce-tailored email and SMS marketing automation platform built to help nimble teams drive more revenue without increasing their workload. One-click ecommerce stack integrations, pre-built workflows, and intuitive drag and drop editing make it easy to get up and running without diving into the gritty details, unless you want to.

More than 50,000 ecommerce brands use Omnisend to grow their businesses on autopilot, converting their customers with quick-to-build, highly-relevant emails and texts. Learn more at http://www.omnisend.com.

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John Forberger
Omnisend
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