Amy Gesenhues says, “Going on last year’s campaign results, Yesmail says retailers are waiting too late to send their Black Friday-themed emails and Facebook posts.

According to a report from the email marketing provider, open rates for Black Friday emails were the highest on the Monday and Tuesday preceding Black Friday, but the majority of email campaigns — 33 percent — were sent on Thanksgiving Day and Black Friday.

Yesmail notes the Monday prior to Black Friday also saw the highest deletion rates: “While Monday before Black Friday saw the highest open rates for Black Friday-themed emails, it also saw the highest delete after open rates — 6.6 percent.”

Looking at social posts, Yesmail’s report revealed the same trends on Facebook, with the majority of retailer Facebook posts happening on Black Friday, while Facebook engagement around Black Friday-themed posts was highest on the Sunday before Black Friday“.

Report Finds Black Friday Email Open Rates Highest On Monday & Tuesday Before Thanksgiving

Marketing Land

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