Study: Prime Week to outpace Cyber Week in 2021
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:
â€¢ Personalized emails trigger between 2x and 5x more conversions than promotional emails
â€¢ Prime Week conversion rates for promotional emails were 0.52%, for personalized emails 2%
â€¢ Cyber Week conversion rates for promotional emails were 0.42%, for personalized emails were 2.1%