Black Friday Week Email Marketing Insights

Posted by Chad S. White on December 2, 2014

In my latest Email Insider column for MediaPost, I discuss two developments in the email marketing holiday season thus far.

First, more retailers sent out promotional emails on Black Friday than last year. And more interestingly, fewer retailers sent email on Thanksgiving Eve, Thanksgiving Day, and the Saturday after Black Friday. Retailers seemed to be making way for more activity on Black Friday.

And second, a majority of retailers sent mobile-UNfriendly emails on and around Black Friday. While retailers, along with other B2C brands, had been making progress on making their emails more friendly on small screens, they made absolutely zero progress between early October and late November—which was a time last year when huge progress was made.