Retailers sent the most Thanksgiving week e-mail on Cyber Monday

December 4, 2014 12:30 PM

E-mail marketing drove 23.9% of all web sales on Cyber Monday, according to an analysis of 100 e-retailers by web analytics and digital marketing services firm Custora.

But just how many e-mails did those retailers send? A new analysis from e-mail technology provider Listrak found that apparel retailer sent 19 e-mails during the five-day period from Thanksgiving to Cyber Monday—the most of any Top 100 retailer tracked. is owned and operated by Ascena Retail Group, No. 86 in the 2014 Internet Retailer Top 500 Guide. The most combined e-mails (118) were sent on Cyber Monday, followed by Black Friday (112) and Thanksgiving Day (99).

Listrak tracked the number of promotional e-mails sent to shoppers on each day of the five-day period spanning from Thanksgiving to Cyber Monday. Listrak did not track e-mails sent from web sites that require a subscription to access.

E-retailers tracked sent a median of one e-mail message each day of the shopping period, slightly below the two e-mail median reported by IBM for e-retailers and unchanged from the same period last year. “This year’s holiday season is similar in length to last year’s (both relatively short), so we’re not surprised to see that top retailers did not change their e-mail volume much from last year,” says Listrak CEO Ross Kramer. “Top retailers often prove to be more conservative and we see that here on Cyber Monday in particular.”

Retailers sent 41.2% more e-mails on Thanksgiving Day in 2014 than in 2013, 41.8% more on Black Friday and 32.6% more on Cyber Monday. “Retailers we work with are sending more e-mail in general, and in turn, seeing more revenue attributed to the e-mail channel,” Kramer says. “With this in mind, it will be interesting to see how much e-mail contributes to holiday e-commerce sales overall for top retailers relative to how much it contributes for retailers in general.”

Here are the Top 100 retailers that sent 10 or more e-mails during the five day period from Thanksgiving to Cyber Monday, with how many e-mails they sent and their Top 500 rank:

  1., 19 e-mails, No. 86 (owned by Ascena Retail Group)
  2., 18 e-mails, No. 26
  3., 18 e-mails, No. 95
  4., 17 e-mails, No. 44
  5., 11 e-mails, No. 4
  6., 11 e-mails, No. 31
  7., 10 e-mails, No. 17
  8., 10 e-mails, No. 38
  9., 10 e-mails, No. 41
  10., 10 e-mails, No. 67
  11., 10 e-mails, No. 99



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