As we approach the Christmas shopping period it’s impossible not to acknowledge what is considered by some to be the season’s kick-off retail event: this upcoming weekend, which incorporates Black Friday and Cyber Monday.

With its origins in the US, Black Friday is often the busiest shopping day of the year. Its popularity has also spread to the UK and beyond, with a number of Australian retailers also taking part. Cyber Monday, which some say is now creeping earlier to Sunday, focuses on online retailing and last year became the most successful e-commerce shopping day ever, generating over $2 billion in sales. Australia’s homegrown version, Click Frenzy, generated 1,5 million visits went it went live last week.

This infographic breaks down responses to 2014’s Black Friday and Cyber Monday email marketing campaigns, offering some lessons for wider retail marketing strategies.

For example, on Black Friday – typically a public holiday in the US – smartphones are the preferred device, whereas Cyber Monday, when most people are back at work, sees a majority of desktop use. Perhaps unsurprisingly, sales emails are opened a little later on the public holiday and the rude awakening of returning to work after the weekend means Cyber Monday emails opened more promptly, at 9am.

It’s not just the day of the week that has to be factored in. The figures suggest that industry alignment affects device used and readership length, with automobile sales generating the longest reading time.


Tan Allaway

Tan Allaway is a former editor of PwC’s Digital Pulse.

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