Make Data From Black Friday and Cyber Monday Work for You December 12, 2018, | Posted by Samantha

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Now that Black Friday and Cyber Monday are well behind us, and all of the data has been conclusively gathered about the sale weekend, it’s important for email marketing professionals to make the best possible use of the data they have collected. Of course, that can be a daunting prospect, if you don't’ already know what you need to look at and how to look at it. Luckily, we at Site Impact are here to help.

Look at process metrics

Process metrics are those documenting how your subscribers acted on your emails, like opens, clicks, unsubscribes and spam complaints. While individually, they don't indicate success or failure, they do provide a wealth of information to dive into. Altogether, these metrics can help you get a handle on customer engagement. By separating out into time of day, platform, and more, you can use the data to drive better engagement in future campaigns. Some questions to ask yourself in order to drill down into the data include:

●      How many read on their phones and how many on desktops or other devices?

●      Did your mobile openers click to your landing page more or less often than your desktop readers?

●      Did you send more than one email on Black Friday? What differences did you find?

●      Did you email throughout the weekend? If so, how did the actions compare?

●      How did your Cyber Monday metrics compare to Black Friday and Saturday or Sunday emails?

●      How did your Black Friday/Cyber Monday email performance compare to your regular email campaigns?

Of course from there you can find all kinds of information to gain from the data you’ve collected on process metrics, drilling down to get into things.

 

Assess your new subscribers

Black Friday and Cyber Monday are big opportunities to gain new subscribers, and now that the big weekend is over, the data can give you a lot to act on in terms of how you’re engaging with them and encouraging future purchases. Questions to ask yourself, looking into the data, include:

●      How did your Black Friday-to-Cyber Monday acquisition compare to the same period in 2017?

●      What percentage of visitors to your website completed your opt-in form?

●      Which day had the highest number of opt-ins? Did you do anything different on that day (unique incentive, different offer)?

●      What was your form-completion rate? Ask your web team if you don’t have direct access in your email platform’s dashboard.
If you use double opt-in, what was your confirmation rate?

●      What percentage redeemed the opt-in incentives you offered?

●      If you offer incentives to some but hold out others, how did the incentivized shoppers differ in behavior? Are they buying more, buying at full price or waiting for discounts?

●      What are your new subscribers doing with your post-welcome emails? Are they opening and clicking, or are they dropping off quickly?

Going over your new customer acquisition metrics can give you a good picture of what needs to be revamped or tweaked in your overall program, which helps you with retention all throughout the year.

 

Black Friday and Cyber Monday are great opportunities for data that your company can leverage to improve email marketing efforts all throughout the coming year.  If it seems daunting, consider working with an email marketing agency that knows what to look for. Contact Site Impact to hear how we can take the guesswork out of holiday data.