SOURCE: Responsys


November 23, 2010 08:00 ET

Responsys Predicts Black Friday Will Edge Out Cyber Monday for Title of 'Biggest Email Marketing Day of the Year'

SAN BRUNO, CA--(Marketwire - November 23, 2010) -  Responsys, Inc., a leading provider of on-demand email and cross-channel marketing solutions, today announced that it expects at least 70% of top online retailers to send promotional emails on Black Friday and Cyber Monday -- with slightly more retailers sending on Black Friday.

"Cyber Monday has been the biggest email marketing day of the year for the past three years in a row," said Chad White, Research Director at Responsys. "But as more retailers have become convinced of email and other interactive channels' ability to drive in-store traffic and as more Black Friday deals have become available online, email has become a critical channel for promoting Black Friday sales as well."

Last year, 69% of the top online retailers tracked by the Retail Email Blog sent at least one email to their subscribers on Black Friday, up from 59% in 2008. On Cyber Monday, 71% of retailers sent email, up from 70% in 2008. The email marketing push helped propel online sales to all-time highs, with Black Friday sales up 11% year-over-year and Cyber Monday sales up 5%, according to comScore.

"With the top retailers getting up to 40% of their online sales through their email marketing efforts, email and other key interactive marketing channels are a driving force behind the continued strength of online sales," said Scott Olrich, Chief Marketing Officer of Responsys.

The Rise of 'Cyber Sunday' and 'Black Thursday'
Inboxes are so saturated on Cyber Monday that last year many retailers began their Cyber Monday campaigns on the afternoon the day before, giving rise to 'Cyber Sunday.'

"We expect that phenomenon to repeat this year -- not only on Cyber Sunday, but also on Thanksgiving Day, or 'Black Thursday,'" said White. "With email volume on Black Friday essentially at Cyber Monday levels, we expect retailers to make their Black Friday offers valid on Thursday afternoon, looking to lock in sales before the crush of email on Friday."

Last year, 45% of retailers sent email on Cyber Sunday, up from 36% in 2008; and 45% sent email on Black Thursday, up from 41% in 2008. This year, Responsys expects at least 50% of retailers to send email on Cyber Sunday and Black Thursday.

'The Graying of Black Friday'
Always looking for ways to generate sales earlier in the holiday season, retailers have been making Black Friday deals and pricing available earlier in November this year, a trend referred to as the "graying of Black Friday." During the first three weeks of November, top online retailers referred to Black Friday in their promotional emails more than twice as often as they did last year.

"The credibility test for early Black Friday deals will come on November 26," said White. "Early buyers that regret pulling the trigger after seeing what's available after Thanksgiving won't bite next year when retailers come around again with their early Black Friday deals."

For more information on email marketing trends on Black Friday and Cyber Monday, download Black Friday and Cyber Monday Set Retail Email Volume Records.

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