Reports: E-, M-Commerce bolstering retail
First, new data from YesMail shows Cyber Monday email volumes increased more than 80% (2014 vs. 2015); the number of purchases driven by email increased 129% (YoY).
“Yesmail’s executional excellence continues to yield phenomenal results for our clients,” said Michael Fisher, president, Yes Lifecycle Marketing. “With a record setting Cyber Monday of nearly 200MM sent emails, we beat industry standards by sustaining a 99 percent inboxing rate.”
Other interesting findings from YesMail include:
• 55% of Black Friday emails resulted in clicks via mobile device
• Email driven Black Friday purchases increased 162% YoY
• Enterprise emailers increased their sends by 87% Cyber Monday and by 31% Black Friday
Meanwhile, MasterCard’s new Spending Pulse shows a nearly 5% increase in retail sales through the month of November; much of that increase is due to ecommerce.
“The big surprise to me has been the huge jump in eCommerce, as we know that many consumers prefer the customer service at brick and mortar stores. Is this the beginning of a bigger eCommerce trend or a holiday blip? The holidays typically attract more online sales than the rest of the year, so it will be interesting to see,” said Sarah Quinlan, SVP, Market Insights, MasterCard Advisors.
According to the MasterCard report:
• Sales on Black Friday were ‘soft’ compared to prior years, due to consumers shopping earlier in the week
• Ecommerce sales increased 16% in November (month over month)
• Ecommerce sales increased 13% from Thanksgiving through Cyber Monday
