The analysis of Emarsys’ own platform data over Black Friday weekend shows a significant rise in activity compared to 2021 and includes customer engagements across key channels such as email, SMS, mobile push notifications, in-app, and web. Email particularly remains important in the context of omnichannel, not just as a standalone but as a starting point to drive traffic to other channels.
Volume increase per channel iceland phone number list measured on the Emarsys platform from leading retailers and brands with % change since 2021. Dates for Black Friday weekend were November 24 to 27 in 2021 and November 25 to 28 in 2022:
Overall Volume – 45% increase
Email – 44% increase
Push (mobile) – 54% increase
SMS – 55% increase
In-App – 99% increase
Web – 48% increase
What Does It All Mean? Insights and Takeaways
The rise in SMS volume is also unsurprising given the tough economy and retailers’ need to cut through the competition and deliver the best personalized deals to customers in real time. As the Emarsys Customer Loyalty Index reported, 58% of US shoppers admitted they were most loyal to those stores offering “discounts, incentives, and rewards.”
Marketers sent more push channel messages on Saturday than on Black Friday.
Marketers also sent more in-app impressions over Saturday and Sunday (separately, not combined) than on Black Friday.
Mobile inbox campaigns spiked dramatically during the weekend.
Web channel made more impressions each day on the weekend than on Black Friday last year.