We’re Black Friday ready. Are you?

Last year’s Black Friday and Cyber Monday were the biggest sending days our team had ever seen, and we have been busy preparing our platform to deliver your emails faster than ever before.

With retailers expecting to deliver 30% of their annual sales and 40% of their profits in the fourth quarter, we know how important your emails are in generating that demand.  We wanted to give you an insight into the data and top tips in making sure you make the most out of these key days.

So what have we improved since last year?

  1. We partnered with one of the leaders in cloud computing, Microsoft Azure, and moved our entire infrastructure to utilise the public cloud. We now have all the compute we could ever need at our fingertips (both in EU and US) to make sure we perform when you need us the most.
  2. We have increased the bandwidth we use to send emails by 500%.
  3. We doubled the amount of servers we use to send email.
  4. We have re-written parts of the application that processes emails so it’s over 40% faster.
  5. We increased the amount of processing power our databases have by 50%.

What did last year look like?

Last year I wrote a similar Black Friday post and many of our customers commented on how useful it was to see the trend of email opens, clicks and emails being sent on the day. So this is how it went last year, in recap:

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Email opens on Black Friday, 2015 vs 2014. We saw the morning opens grow much faster than Black Friday 2014. The peak was at 9am, where as previously it was 4pm GMT. It is likely that the same trend will continue and there will be many consumers ready to hunt down those Black Friday deals early doors.

Top tip: Make sure your subject line is catchy, create urgency and mention Black Friday or Cyber Monday to get their attention. If you haven’t already dipped your toe with emojis then now is the time to put them in! You can get a free copy of our Black Friday email marketing cheatsheet here for more tips.

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Email clicks Black Friday 2015. Like the opens, we can see good consumer engagement in the morning with 10am GMT being the peak.

Top tip: Bargain hunters will look to shop around, so make sure your email gets in the inbox early and that the calls to action are clear and irresistible.   The bargain hunters out there are starting early and will be shopping around to get the best deal on the day.  If you know they have clicked and not converted, use that engagement to re-target them in the evening using automated programs and segmentation.

Email sends on Black Friday, 2015 vs 2014. Again, we saw far more email sends in the morning, and over 10% of all the Black Friday emails went out between 8am and 9am GMT.

Email sends on Black Friday, 2015 vs 2014. Again, we saw far more email sends in the morning, and over 10% of all the Black Friday emails went out between 8am and 9am GMT.

Top tip: Make sure your campaigns are mobile-optimised. Most consumers will be reading while ‘data snacking’ on their mobile, whether that’s while they’re commuting, in the bathroom (yes, you know you do!) or at any spare moment in their day-to-day lives.

To sum up…

Remember, these are busy days with marketing professionals worldwide sending far more emails. This means that the receivers (Gmail, Hotmail, AOL, BT Internet etc) will also be receiving far more emails than ever before, and they will experience delays under the additional stress and load.

Make sure you get those emails through early to capitalise on the opportunity. You can also better your chances of conversion by ensuring that those offers are irresistible, by providing clear CTAs and by making sure your subject lines pop out!

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