![]() ![]() Why? Because brands are finding that building customer relationships pays off-literally. ![]() In the wake of the recent data privacy changes, much of the advice given about Cyber Weekend this year could be drilled down to one major idea: Focus on your current customers instead of on new customer acquisition. Cyber Weekend 2021 trendsĭigging even deeper into the 2021 Cyber Weekend data, there are a number of emerging trends that give us more insight into the ecommerce landscape and provide hints about what’s to come in the year ahead. Since SMS is considered a more personal channel, marketers made sure not to overdo it with text message marketing-even during Cyber Weekend. You’ll notice that Klaviyo customers are sending about half the amount of text messages on Thanksgiving as compared with Black Friday and Cyber Monday. Luckily, brands that use Klaviyo for both channels know how to strategically use email and SMS with one another instead of using them individually. Best of all, it boosts the bottom line.Īs marketers choose to go with text message marketing and discover that it’s a viable revenue-generator for their brand, SMS for marketing will continue to increase exponentially in the coming years.īut email and SMS aren’t mutually exclusive. SMS has skyrocketed as an owned channel where marketers can communicate their most exciting announcements-in other words, their BFCM promotions-in a way that’s personalized, targeted, and extremely timely. No big deal-except this is actually a very big deal for ecommerce brands. As a result, SMS attributed revenue increased by 743% YOY. This year, Klaviyo customers sent 54.6M text messages-a whopping 10x more than in 2020. This brings shoppers through the funnel, and ultimately-drives major revenue.Īnd although email still reigns supreme, SMS is creeping up to steal the spotlight. These flows include abandoned cart emails, browse abandonment emails, and welcome series to round out their lifecycle marketing. While campaigns are the go-to for brands looking to communicate their biggest and best deals over Black Friday Cyber Monday (BFCM), it’s evident that marketers are using flows throughout the holidays. Revenue generated through email flows (USD) Revenue generated through email campaigns (USD) Revenue generated through email: Flows versus campaigns, global (USD) Klaviyo customers sent over 7B emails, which is up 41% from last year.īreaking this data down into campaigns and flows, you’ll see that 76% of revenue coming from email over Cyber Weekend was generated through email campaigns and 24% was from email flows. Total US owned revenue (total sales attributed to Klaviyo via email or SMS)Ī lot of emails go out over Cyber Weekend-and this year was no exception. Total global owned revenue (total sales attributed to Klaviyo via email or SMS) Total sales driven from Klaviyo customers YoY, US (USD) Total sales from Klaviyo customers YoY, global (USD) Total US sales (according to Adobe Analytics) Total US online sales (by Klaviyo customers) Klaviyo powered 3.2% of all US sales compared to 2020, where Klaviyo drove 2% of all US sales-a 60% increase from last year. While this is down 1.4% year-over-year (YOY), Klaviyo customers continue to grow as they were responsible for over $3.6B of total Cyber Weekend sales in the US-up from $2.8B last year-and more than $1B of these sales were driven by email and SMS. ![]() This data tells us that Klaviyo customers generated $48K over Cyber Weekend and $15.5K from email and SMS on average.Īdobe Analytics reported that Cyber Weekend drove a total of $33.9B in US online spend. These brands drove almost $1.5B globally across owned channels including email and SMS. This year, over 160,000 Klaviyo customers drove more than $5.3B in global sales and $3.6B in US sales over Cyber Weekend. How did Cyber Weekend stack up for brands in 2021? Nearly 180 million Americans shopped this Cyber Weekend (defined as Thanksgiving through Cyber Monday), according to the annual survey by the National Retail Federation (NRF) and Prosper Insights & Analytics.Īnd while Black Friday sales were down for many brands, over 160K Klaviyo customers saw major growth. ![]()
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