Omnisend Research: Cart Abandonment Order Rate Grows Nearly 30% During Black Friday

Omnisend has released 2018 Black Friday statistics to help ecommerce marketers and retailers prepare for 2019.

LONDON, November 13, 2019 -- Ecommerce omnichannel marketing platform, Omnisend, has released a study of over 4000 email campaigns sent during 2018 Black Friday to determine the best strategies for the holiday season.

In 2018, email was the primary strategy for many retailers, with over 40% of all campaigns being sent on Black Friday itself, and counting an average of 9.44 orders per campaign.

Email marketing automation was a big winner for Black Friday, with cart recovery taking the lead, bringing in 2.13% order rate on average, up 29% from 2017.

However, not all emails were created equally on Black Friday, and many retailers found themselves turning to new channels to boost their email campaign performance.

SMS campaigns were a popular channel to add to email automation workflows, and yielded profitable results for online retailers. SMS campaigns were sent 33 times more on Black Friday 2018 than they were on any other average business day, and some ecommerce marketers counted over a 2000% ROI over the shopping weekend.

According to Rytis Lauris, CEO of Omnisend: ”These numbers show us that email marketing is still the top channel for the Black Friday period. We know that the success rate of cart abandonment automation increases with each year, and that SMS campaigns can be used to increase profitability. As SMS marketing grows, we see that channel boosting already powerful email campaigns to give our marketers a more impactful connection with their customers and a better ROI.

Marketers should begin using SMS campaigns and integrating the channel in their email automation workflows for the best results on a regular basis.

For more information, see this blog post.

About Omnisend:

Omnisend is an ecommerce marketing automation platform that empowers
digital marketers with omnichannel marketing. Leveraging marketing automation with multiple channel integrations, Omnisend integrates with ecommerce stores to offer retailers a better way to connect with their customers. Omnisend is a top-rated app in the Shopify App Store, and is listed in G2’s selection of the Top 50 Products for Marketers 2019.

Press release distributed by Pressat on behalf of Omnisend, on Wednesday 13 November, 2019. For more information subscribe and follow

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Omnisend Research: Cart Abandonment Order Rate Grows Nearly 30% During Black Friday