Drive sales on autopilot with ecommerce-focused features

See Features

Cyber Monday Emails: How to Make Yours Successful (+ Statistics)

Cyber Monday Emails
Reading Time: 5 minutes

Every year, more and more people calm down and engage in some good old-fashioned online shopping after the Black Friday rush. For ecommerce vendors, the more customers do that—the better.

Year by year, ecommerce revenue increases on Cyber Monday. Our research showed that from 2017 to 2020, Cyber Monday saw sales skyrocket from $6.59 billion to $10.84 billion. This growth isn’t isolated to Cyber Monday but extends to all of the Cyber 10—with the stats showing that ecommerce growth in this period is on the rise.

Naturally, this kind of growth is only possible with the likes of email marketing.

Many Omnisend customers took advantage of Black Friday and Cyber Monday by sending email campaigns to their subscribers. To see how effective they were, let’s explore some of the stats and research.

Cyber Monday Email Conversion Rates

To showcase how well email marketing is utilized, we simply need to look at the stats—and nothing spells success like high conversion rates.

Cyber Monday emails have been enjoying a steady increase in conversions. The largest leap was from 2019 to 2021, seeing conversion rates shoot up from 5.48% to 12.29%. Naturally, COVID will have affected these numbers, which we have also explored with our COVID marketing research.

However, this increase was clear even before COVID. From 2016, conversion rates for Cyber Monday emails have been increasing.

The question is, how have these increases been achieved? Some may point to the best practices for subject lines in Black Friday and Cyber Monday emails. Others might attribute success to effectiveness of automated emails.

Both are good answers, yet it’s the latter that showcases real promise. This is plainly shown with our breakdown of conversion rates from automated emails:

As our research shows, among two billion emails, welcome emails and cart abandonment emails enjoyed healthy conversion rates.

An interesting aspect of these stats show that there’s still a healthy amount of conversions throughout Cyber Monday. Black Friday might still be the star of the holiday shopping season, but Cyber Monday still presents opportunities to ecommerce merchants.

You might expect customers to be fatigued after Black Friday, yet the stats show that customers will consistently engage with marketing during this period. Sometimes, they’ll hold out and wait for even more enticing offers—something the overall stats show here.

For example, while Black Friday saw a 75.24% conversion rate for Welcome emails, Cyber Monday saw a 63.38% conversion rate. This may put Black Friday above Cyber Monday, yet the overall conversion rates for Cyber Monday were higher—reaching a campaign conversion rate of 12.29% over Black Friday’s 11.98%.

If there are success stories and tips to take away from this, it’s that focusing on automated abandonment emails can lead to great conversion rates.

7 Tips on How to Succeed During Cyber Monday

1. Stay on Topic

Remember, your email campaign is focused on Cyber Monday—ensure it remains related to Cyber Monday.

Your customers will expect sales, discounts and good offers. This is hardly the time to promote a newsletter or share company news—there’s a time and a place for branding your campaigns.

Whether it’s before the holiday season or after, you should set apart time for campaigns not offering sales and discounts. However, during Cyber Monday, your customers expect the kind of offers that made Cyber Monday worth paying attention to in the first place—don’t let them down.

2. Respect Your Customers’ Time

As aforementioned, your customers expect Cyber Monday deals to be worth their time. This includes limited-time offers that make your other discounts seem paltry. If at all possible, they should also make the competition’s discounts unworthy of your customers’ time.

Once in a blue moon, this can include even the biggest competitors. For example, even Amazon has been folly to discount mistakes with the infamous ‘Prime Day Fail’:

soundest-cyber-monday-emails-1

Remember though, discounts have their pros and cons. As is the case with any offers, you should approach Cyber Monday with a clear discount pricing strategy.

3. Consider Your Timing

When you’ve nailed down the days you’re sending your emails, remember you need to focus on the exact time you send them. For the last few years, the peak time from 12-1 p.m. EST.

However, remember that there will be many Cyber Monday deals to compete with. With this in mind, you should weigh the benefits of sending them at this popular time or sending them earlier.

4. Cyber Monday Emails as Part of Cyber 10

A good merchant should focus not only on one series of emails, but how they work with the campaign as a whole. Consider how your Cyber Monday emails work with the likes of Black Friday emails.

Make things as clear as possible for yourself and lay out them in the timeline. “Cyber Week” means that you’ll have to consider Cyber 10, as Chad White commented:

“Deals have been released a day early on what’s been called “Cyber Sunday” and have increasingly been extended into “Cyber Tuesday.” More than that, the percentage of retailers sending email to their subscribers during the three days following Cyber Monday are almost exactly equal to the three days preceding Black Friday. So there’s nice symmetry going into and out of the critical Black Friday-Cyber Monday weekend.”

Chad White, Research Director at Litmus

5. Make Sure Your Emails Are Mobile Friendly

Mobile-friendly emails are an essential nowadays. Year by year, more customers are using their mobile devices to make online purchases. Non-responsive emails are quickly becoming even more off-putting to customers—so much so that it might totally prevent them with engaging with any marketing.

It might seem obvious to make emails readable for all of your subscribers. However, it’s worth keeping this in mind when designing your emails and crafting your campaigns.

6. Keep Social Media in Mind

For running the successful business, you should value every customer’s touch to your brand. Since they have engaged with your email, invite them to connect on social media and to follow you. If they do, you’ll have even more channels to reach them.

The evolution of social media networks creates direct selling channel to your customers. Don’t miss the opportunity to put the big social buttons to your Cyber Monday emails.

7. Keep the Email Structure Solid

Above all else, remember the essentials—creating a solid email that makes it easy to engage with your store. Think about the email structure and ask yourself some important questions. You can opt to clearly display your promoted products, showcase your offers and deals, or aim for a combination of the both.

soundest-cyber-monday-emails-4

Wrap Up

There are many ways you can innovate during Cyber Monday. These tips can help you with this, but we also know that there’s plenty to contend with during the Cyber 10 period. For example, Black Friday needs its own special type of email campaigns.

However you handle Cyber Monday, remember that you can make life easier and your conversion rates better with Omnisend. Try Omnisend for free today and supercharge your sales.

Tom Simpkins
Article by
Tom Simpkins

A proud member of the Omnisend team, Tom is a Content Marketing Manager with years of content, SEO, and marketing experience. When not at work, Tom is mixing up cocktails, cooking up a storm, or simply being a massive nerd with comics, books, and games.