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Black Friday email messages with free shipping offers had the highest average conversion rate last year, and Cyber Monday messages with percent-off offers had the highest average conversion rate, according to recent research from Yes Marketing.

The report was based on Yes Marketing data from more than 8 billion emails sent by brands in 4Q17. The researchers compared 2017 data for Black Friday and Cyber Monday messages with 2016 data, as well as with business-as-usual (BAU) emails.

Black Friday campaigns that included free shipping offers had a significantly higher average conversion rate (14.7%) compared with campaigns that included other offer types (dollar-off, percent-off, buy-one…).

Black Friday campaigns that included offers had lower average open, unique click, and click-to-open rates compared with brand campaigns that did not include offers.


The 2017 Black Friday campaigns analyzed had a 14% average open rate, 9.2% average click-to-open rate, and 6.4% average conversion rate.

Black Friday emails sent the Monday beforehand had the highest average open rate (17.6%); emails sent the Tuesday beforehand had the highest average conversion rate (9%).

Cyber Monday campaigns that included percent-off offers had a significantly higher average conversion rate (18.1%) compared with campaigns that included other offer types.


Cyber Monday campaigns that included offers had lower average open, unique click, and click-to-open rates compared with brand campaigns that did not include offers.

The 2017 Cyber Monday campaigns analyzed had a 12% average open rate, 9.5% average click-to-open rate, and 8.9% average conversion rate.

Cyber Monday emails sent on the day itself had the highest average conversion rate (12.7%); emails sent the next day (Tuesday) had the highest average open, unique click, and click-to-open rates.

About the research: The report was based on Yes Marketing data from more than 8 billion emails sent by brands in 4Q17. The researchers compared the 2017 data for Black Friday and Cyber Monday messages with 2016 data, as well as with business as usual (BAU) emails.

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