In the chart above, it’s evident that activity was at its highest on Thursday evening and Friday morning. This is far from surprising, as mornings and evenings generally generate maximum openings and clicks
. This can be attributed to the lifestyle and behaviour of today’s active consumers, where email recipients tend to read emails before work, after work or during a commute.
However, the peaks in traffic are steepened and intensified as customers are eager to strike a bargain before the sale – and products – come to an end.
3 Quick Tips for Black Friday 2018...
Even though the stats paint a picture, it’s impossible to make a fool-proof and precise prediction in email profitability. In the exact same second as an hour of the day is considered to be prime, it might be an advantage to do the exact opposite in order to stand out. Consequently, statistics should be considered as a general guidance. With this said, here are our three key takeaways from this year’s Black Friday:
1. Draw clicks during Tuesday
Tuesday has an odd combination of a high opening rate, yet a low click rate. The fix? Attract clicks and traffic to your website with stellar content. This will increase engagement prior to Black Friday and sharpen your competitive edge.
2. Send your most important promotion during Wednesday
Wednesday scored the highest level of engagement out of all the days. However, the stats show that most marketers wait until Thursday or Friday to send out their promotional emails. So, if you’re planning to send out an important email next year – opt for Wednesday!
3. Avoid Friday afternoon
Even though customers open and click during Friday, there’s a considerable risk that your emails will cause information overload for the customers. So, in order to engage your customers during Black Friday, you should avoid the afternoon and opt for the morning or nudge the last-minute shoppers during the later part of the evening
An extra tip: Personalise with data
Even though the stats provide insights, the key to success lies in your ability to listen to your customers and their needs. You need to collect and analyse customer data In order to truly understand your customers and maximise the ROI of your marketing activities.