Black Friday and Cyber Monday online sales soared to new heights in 2014, and more consumers than ever before have been browsing and buying on mobile devices. IBM has been tracking the latest cross-channel buying trends this holiday season, and I’ve been closely watching the results, observing the rise of “Cranberry Red Thursday” and noting other Black Friday trends and takeaways.
As always, email has been a focal point for how businesses communicate with customers, and Silverpop has been crunching the numbers to see how these interactions are unfolding. In particular, transactional email sends are booming – a reflection of increased online sales and engagement – and mobile opens continue to rise, though the desktop remains a critical part of the mix.
Here’s a visual look at how email communications between retailers and consumers shook out during Black Friday and Cyber Monday 2014:
Interested in more data on Black Friday, Cyber Monday and the entire holiday shopping season? Check out the new IBM ExperienceOne Benchmark Live application available on the IBM Digital Analytics Benchmark Hub and explore the latest results for yourself.
1) Ebook: “15 Post-Purchase Emails That Drive Engagement and Revenue”
2) Blog: “Why People Unsubscribe and How It Affects Your Email Growth”
3) Tip Sheet: “10 Tips for Using Email to Drive Mobile Engagement — and Vice-Versa”