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Black Friday Marketing

Thanksgiving found to be the optimal day for Black Friday marketing

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By John Glenday, Reporter

November 23, 2017 | 2 min read

Marketers seeking to reach out to potential customers amidst the pre-Christmas sales frenzy of Black Friday are being advised to get their messaging out today (Thanksgiving) for the best chance of success.

Black Friday

Thanksgiving found to be the optimal day for Black Friday marketing

Constant Contacts sought to establish the optimal moment to click send on email marketing for the upcoming weekend of shopping madness bookended by Black Friday and Cyber Monday after observing that Black Friday itself was the worst day to send marketing messages.

On the big day itself consumers are hit with a 20% increase in emails sent but a corresponding dip of 11% in the number actually opened, diminishing the all-important hit rate.

With a markedly lower open rate as consumers are deluged with promotions Constant Contact’s content developer Rustin Nethercott said: “With so many emails being sent but so few opened, you want to avoid sending on Black Friday. Send the day before instead.”

The most popular date for sent emails is actually Cyber Monday with a 41% increase in emails versus Black Friday - prompting Constant Contacts to advise similar strategy by delaying missives to Tuesday, when the open rate increased to 8.5%.

Holiday shoppers are hitting the High Street earlier in the year than ever before, driven in part by the ubiquitous mobile usage.

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