Sailthru’s Black Friday & Cyber Monday Report: Quality Trumps Quantity

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It’s the most wonderful time of the year for retailers. Conversely, it’s also the most critical time for marketers to make every message count and increase revenue at aggressive speeds. In digital marketing, aggregating and analyzing every piece of data during the holiday season is pivotal in setting benchmarks, measuring performance and optimizing future revenue.

Luckily for you, our VP of Analytics & Optimization, Cassie Lancellotti-Young, and her data team have taken on the load of analyzing crazy amounts of data from the two biggest shopping days of the year and we’ve released the results.

Read the whole Black Friday and Cyber Monday Online Marketing Report to gain in-depth insights on everything from user behavioral changes across email domains to fluctuations in key marketing metrics like average order value, clickthrough rate, purchase conversion, and more.

On the 2012 vs. 2013 findings, Cassie says:

“When comparing this year’s data to 2012, what we found most interesting was the overall decrease in send volume. Across the board, brands were sending fewer emails, not more. This more cautious approach from brands is likely attributed to heightened deliverability risks during the holidays; many brands were suppressing sends to disengaged and/or dormant users during this time, which is an appropriate measure. Additionally, the increase in opt-outs underscores the importance of personalization and relevance in the ever-more-dense consumer inbox.”