Cyber Monday 2016 by the numbers

McKenzie Gregory


You can breathe now, email marketers: Cyber Monday is over.

The day we’ve all been frantically prepping for has finally passed, and the numbers are starting to trickle in. The biggest takeaways? Cyber Monday 2016 was the most successful online sales day ever, inboxes were insanely crowded, and – perhaps most surprisingly – Black Friday became a key player in it all.

Here’s a look at some of the data, plus what it means for next time around.



Black Friday ALMOST matches Cyber Monday in online sales

• Retailers reached a new sales record of $3.34 billion on Black Friday (Adobe).
• Sales on Cyber Monday increased 12.1 percent over the prior year, to $3.45 billion (Adobe).
• "It's an incredible milestone, but it's also incredible that Black Friday inched so close to Cyber Monday this year, generating only $110 million less in online sales," Tamara Gaffney, principal analyst at Adobe Digital Insights, said in a statement. "We'll be watching this closely next year as Black Friday could be the one to top the records.”


Email plays a significant role in Cyber Monday conversions

• A fifth of holiday sales on Cyber Monday 2016 were generated by an email marketing promotion (Adobe). That’s a growth of 32.7% year-over-year.
• Retailers sent 55% more emails on Black Friday than they did in 2015 and 42% more on Cyber Monday (eDataSource).


Importance of mobile

• Adobe said mobile revenue reached $1.07 billion on Cyber Monday, up 34 percent from a year earlier. That's just below Black Friday, which was the first day in US retail history to hit over $1 billion in mobile sales.


Brands making the most of Black Friday in the inbox

According to Moveable Ink,

"Many brands used urgency to their advantage. For example, Amazon offered one-day-only sales on Black Friday. Others, like Overtone, released new products with a limited inventory. Apple shrouded their Black Friday deals in mystery, building up excitement with their biggest fans. Each of these companies used email to tease their Black Friday sales.”


Email content: Heavily percent-off promotions

According to MailCharts,

• 62% of Cyber Monday emails in 2016 contained a promotion versus 56% in 2015. The vast majority of those promotions were “percent off” sales (74%). Other promotions included free shipping (6%) and “buy-one-get-one” (2%).
• The average discount for Black Friday was 38%, while the average discount for Cyber Monday was 36%.
• On Black Friday, 50% off was the most popular discount, followed by 20% off and then 25% off.
• On Cyber Monday 20% was the most popular discount, followed by 50% and then 30%.



How did Cyber Monday go for your brand? Did you try anything new this year? Share away in the comments!


About the Author

McKenzie Gregory

McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.

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