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Holiday Email Report: The Aftermath of Cyber Week (11/28-12/04)

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Cyber Week 2016 has come and gone. We saw record-crushing online sales on Black Friday, the likely result brands delivering next-level, highly-targeted email campaigns.

We spend a lot of time talking about email activity and online sales leading up to Cyber Week, but what happens once Cyber Week is over? Are brands still delivering effective campaigns? And, more importantly, are consumer engaging with those emails?

Now that the dust has cleared, let’s take a look at email activity post-Cyber Week.

Post Cyber Week email opens (11/28-12/4)

Compared to last week, total opens on smartphones went down by 2%, while desktop and tablet opens remained steady. One possible reason could be that many people were traveling during Cyber Week, so they turned to their smartphones to check email. This week they were back at work, opening emails on their desktops.

Post Cyber Week email conversions, retail apparel vs. retail non-apparel (11/28-12/4)

Retail apparel conversions on smartphones are up 2% over last week, while retail non-apparel conversions on smartphones jumped from 21% last week to 28.5%  this week.

Online retailers tend to see strong conversions via mobile, so it’s no surprise that consumers are jumping to complete purchases on their smartphones – especially with many brands extending sales and offering daily deals via email.

The bottom line

While smartphone email opens were down overall, the retail industry continued to see steady conversions on mobile devices. If you’re an online retailer and you want to advantage of these trends, daily deals and limited-time campaigns are a great way to drive email conversions through the end of December. For inspiration, check out our favorite Cyber Week campaigns that used these tactics.

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