Study: Prime Week to outpace Cyber Week in 2021

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Researchers note that in 2020, despite merchants and brands sending 65% more emails during Cyber Week than Prime Week, Prime Week still saw conversions increase slightly over Cyber Week. Overall conversion rates for both weeks were about 2.5%. However, during Prime Week brands’ personalized email open rates were about 1% higher (27.9% vs. 26.9%) than during Cyber Week.

That, say the experts, is where merchants must focus: personalizing email messaging rather than simply sending more generic emails.

Researchers further found:

• Personalized emails trigger between 2x and 5x more conversions than promotional emails
• Prime Week conversion rates for promotional emails were 0.52%, for personalized emails 2%
• Cyber Week conversion rates for promotional emails were 0.42%, for personalized emails were 2.1%

More data from Bluecore’s Retail Email Benchmarks 2021 report can be found here.



Kristina Knight is a freelance writer based in Ohio, United States. She began her career in radio and television broadcasting, focusing her energies on health and business reporting. After six years in the industry, Kristina branched out on her own. Since 2001, her articles have appeared in Family Delegate, Credit Union Business, and with Threshold Media.