According to Listrak CEO Ross Kramer, his customers had a lot to be grateful for on Thanksgiving, Black Friday and Cyber Monday. In fact, statistics he recently shared from Listrak, an omnichannel digital marketing solutions provider that works exclusively with mid-market retailers, show that, compared to 2012, mid-market retailers fared extremely well in revenue generated from email during these all-important holiday shopping days.
According to Kramer, compared to 2012, Listrak’s mid-market merchant clients saw a 53% increase in sales having email channel click attribution on Thanksgiving Day, a 67% increase on Black Friday and a 42% increase on Cyber Monday.
He comments, “More of our customers participated in sending promotional emails on Thanksgiving, mostly after 6 PM EST, which is reflected in the impressive increase in sales attributed to email. I would venture to say that, mid-market merchants participated to a larger degree in Black Friday than last year, including email promotions, which might explain why overall they did not see the same drop in Black Friday sales that it has been reported that big box retailers saw.”
Kramer continues, “While the 42% increase in sales attributed to email this year versus last is respectable, I believe it is lower than increases on Thanksgiving Day and Black Friday in part because Cyber Monday came a week later and many of our retailers had rolled out significant offers the week before, so their Cyber Monday offers were not as fresh as they were last year. Additionally, we saw a good deal of recycling of Black Friday deals on Cyber Monday, however, our customers still saw more than 14% more revenue on Cyber Monday than on Black Friday.”
Listrak reporting show that the company’s mid-market retail clients made nearly 11 cents in revenue for every email sent on Cyber Monday and 12 cents in revenue for each email sent on Black Friday.
Kramer concludes, “Many of our mid-market winners beat the averages by doing a better job acquiring more email addresses throughout the entire year. They did so by implementing a combination strategy of modal light boxes on their sites, sweepstakes promotions and leveraging social media to capture customers’ email addresses. A number of our customers that saw triple digit growth on Black Friday did so because their email list was twice the size it was last year.”
Listrak is an omnichannel digital marketing solutions provider that works with retailers to drive revenue growth, profitability and increase the lifetime value of customers. Founded in 1999, the company’s solution suite boasts analytics technology that enhances campaign performance, shopping cart abandonment solutions that help recoup lost revenue, post purchase solutions to increase lifetime value, seamless integration across multiple platforms, as well as email, mobile, social and more. Listrak has more than a decade of digital marketing experience and works with leading U.S. online retailers, including Deb Shops, Waterford, Ten Thousand Villages, Swell, Vintage Tub and La-Z-boy. For more information, visit http://www.listrak.com.