SOURCE: Responsys


December 02, 2010 15:10 ET

Record Email Volume Propels Cyber Monday and Thanksgiving Online Sales to All-Time Highs

SAN BRUNO, CA--(Marketwire - December 2, 2010) -  Responsys, Inc., a leading provider of on-demand email and cross-channel marketing solutions, today announced that for the fourth year in a row, Cyber Monday has set a new all-time record for promotional email volume. Cyber Sunday, the day before Cyber Monday, also saw significant year-over-year volume growth. While Black Friday email volume was on par with last year, the volume of promotional email on Thanksgiving Day exploded as more retailers opened their stores, held special one-day sales and leaked online Black Friday deals a day early.

"While we thought this would be the year when Black Friday stole Cyber Monday's title as the most popular email marketing day of the year, most of the gains in Black Friday messaging this year hit subscribers' inboxes on Thanksgiving Day," said Chad White, Research Director at Responsys. "With one-quarter of major retailers releasing their Black Friday deals a day early, Thanksgiving is quickly becoming Black Thursday."

Cyber Monday and Cyber Sunday
On Cyber Monday, 77% of the top online retailers tracked by the Retail Email Blog sent their subscribers at least one promotional email, setting an all-time record. This was up from 71% in 2009. That increase was preceded by strong growth in email volume on Cyber Sunday, when 56% of retailers sent email, up from 45% in 2009.

"Among Responsys clients, Cyber Monday was the highest email volume day in our history," said Don Smith, Chief Information Officer at Responsys.

Retailers' email marketing efforts helped propel Cyber Monday online sales to record-breaking levels. According to comScore, online sales reached $1.028 billion on Cyber Monday, up 16% versus a year ago, making it the biggest online shopping day in history and the first to surpass the billion-dollar mark.

Black Friday and Thanksgiving
On Black Friday, 69% of retailers sent email, on par with last year. However, just as Cyber Monday has been spilling over into the preceding day, more Black Friday messaging landed in subscribers' inboxes on Thanksgiving Day this year. 60% of retailers sent email on Thanksgiving Day, up from 45% in 2009.

"With more Black Friday deals becoming available online and more retailers becoming convinced of the ability of email and other interactive channels to drive in-store traffic, email has become a critical channel for promoting Black Friday sales," said Ed Henrich, Senior Vice President of Professional Services at Responsys.

While the increase in Black Friday messaging helped spur online sales gains on Friday, the most dramatic increases were seen on Thanksgiving Day. According to comScore, online sales on Black Friday hit $648 million, up 9% from Black Friday 2009; and online sales on Thanksgiving Day jumped 28% from last year's sales to $407 million.

For more information on email marketing trends on Black Friday and Cyber Monday, download Black Friday & Cyber Monday 2010.

About Responsys
Responsys helps companies execute highly effective marketing campaigns across key interactive channels -- email, mobile, social, and the web. With Responsys solutions, marketers can create, execute, and automate highly dynamic campaigns and lifecycle marketing programs that are designed to grow revenue, increase marketing efficiency, and strengthen customer loyalty. Responsys' New School Marketing vision, flexible on-demand application suite, and customer success-focused services aim to deliver high ROI, increased levels of automation and fast time-to-value. Founded in 1998, Responsys is headquartered in San Bruno, California and has offices throughout the world. Responsys serves world-class brands such as: American Family Mutual Insurance Company, Avis Europe, Continental Airlines, Deutsche Lufthansa, Dollar Thrifty, Lands' End, LEGO, Men's Wearhouse, PayPal, Southwest Airlines, StubHub, and UnitedHealthcare. For more information about Responsys products, visit

Contact Information

  • Contact:
    Kimberly Canedo
    Responsys, Inc.
    (650) 745-1720
    Email Contact