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cyberMonday
BlackFriday
TOP 100 RETAILERS’
EMAIL EXPERIENCE2016
#EmailMarketing
Black Friday & Cyber Monday has grown into
the biggest email event of the year. By tracking the top 100
retailers, we analyzed the email marketing tactics the average
consumer experienced in their inbox in 2016.
FIRST CAMPAIGN SENT
October 31st, 2016Cyber MondayNOVEMBER 28TH, 2016
FIRST CAMPAIGN SENT
October 14th, 2016Black Friday
NOVEMBER 25TH, 2016
Retailers Participation
88% OF RETAILERS SENT A BLACKFRIDAY / CYBER MONDAY RELATED EMAIL
CYBER MONDAY& BLACK FRIDAY
CYBER MONDAYONLY
BLACK FRIDAYONLY
8%
14%
78%
RETAILERS PARTICIPATION
Example: Black Friday, Kohl’s
RETAILERS PARTICIPATION
Example: Cyber Monday, American Girl
RETAILERS PARTICIPATION
EMAILS SENT PER RETAILER
20
1 - 10
11 - 20
21 +
57
21
1040 600
NUMBER OF RETAILERS
NU
MB
ER
OF
EM
AIL
S S
EN
T
RETAILERS PARTICIPATION
Example: High-Volume Sender, Dicks Sporting Goods
RETAILERS PARTICIPATION
Subject Line analysis
8%OF RETAILERS PERSONALIZED WITH CUSTOMERS NAME
SUBJECT LINE ANALYSIS
Example: Name Personalization, Bass Pro Shop
SUBJECT LINE ANALYSIS
35%OF RETAILERSUSED AT LEAST ONE EMOJI
SUBJECT LINE ANALYSIS
Example: Use of Emoji’s, Old Navy
SUBJECT LINE ANALYSIS
Collection of Emoji’s Used
SUBJECT LINE ANALYSIS
PERCENTAGE OF MOST USEDWORDS IN EMAIL SUBJECT LINES
32%
19%22%
32%
20%14%
7% 7%
BLAC
K
MON
DAY
FRIDAY
FREE
NOW
ONLINE
SALE
CYBER
SAVING
S
7% 10%
DEALS
SUBJECT LINE ANALYSIS
Example: Most Used Words in the Subject Line
SUBJECT LINE ANALYSIS
MArketing elements
5%OF RETAILERSADVERTISED APPDOWNLOADS TOPREVIEW SALE
MARKETING ELEMENTS
Example: App Download Advertisement, Sears
MARKETING ELEMENTS
80%OF RETAILERSOFFERED EARLYSALES
MARKETING ELEMENTS
Example: Pre-Sale, Cabela’s
MARKETING ELEMENTS
5%OF RETAILERSINCLUDEDPERSONALIZATIONIN EMAIL BODY
MARKETING ELEMENTS
Example: Email Body Personalization, GNC
MARKETING ELEMENTS
39%OF RETAILERSUSED ANIMATEDGIFS
MARKETING ELEMENTS
Example: Use of Animated GIFS, Bloomingdales
MARKETING ELEMENTS
Free Shipping Offers
OUT OF THE 88% OF RETAILERS, 68%OFFERED FREE SHIPPING
40%NO MINIMUM
28%MINIMUM REQUIRED
OF THE 68%
FREE SHIPPING OFFERS
Example: Free Shipping w/ No Minimum, H&M
FREE SHIPPING OFFERS
1.1%
3.4%
1.1%
3.4%
6.8% 6.8%
1.1%2.2%
$19 $25 $49$45$35 $50 $75 $99
PERCENT OF RETAILERS THAT USED A MINIMUM REQUIREMENT
$21 $100
3.4%
1.1%
FREE SHIPPING OFFERS
Example: Free Shipping with Minimum, Macy’s
FREE SHIPPING OFFERS
2%OF RETAILERSSWITCHED THEIR MINIMUM REQUIREMENT
FREE SHIPPING OFFERS
Example: Shipping Minimum Switch, JC Penney
FREE SHIPPING OFFERS
Standard Email Expectations
100%OF RETAILERSEMAILS WERERESPONSIVE
STANDARD EMAIL EXPECTATIONS
Example: Responsive Emails, Toys’R’Us & HSN
STANDARD EMAIL EXPECTATIONS
93%OF RETAILERSLINKED TO SOCIAL MEDIA
STANDARD EMAIL EXPECTATIONS
Example: No Link to Social, Old Navy
STANDARD EMAIL EXPECTATIONS
100%OF RETAILERSOFFEREDUNSUBSCRIBING
STANDARD EMAIL EXPECTATIONS
Example: Unsubscribe Link, Nike
STANDARD EMAIL EXPECTATIONS
About 250ok250ok is an email analytics and deliverability platform. Global
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insights into email deliverability, sender reputation, brand protection, and
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