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Seeing a lot of 'Black Friday' Emails? You're Not Alone: eDataSource

By Ken Magill
Email marketers are saturating subscribers’ inboxes with “Black-Friday” themed emails, according to email intelligence firm eDataSource.
As of yesterday, eDataSource claims it tracked 4,244 campaigns with “Black Friday” in their subject lines.
And they’re just getting started.
Based on its activity last year, “Walmart alone will mail over 200 million in the final 48 hours leading up to Friday” wrote eDataSource’s senior vice president of marketing, Arthur Sweetser, in an email to the Magill Report.
However, according to Sweetser, comparatively few email marketers have sent “Cyber Monday” themed campaigns so far.
As of yesterday, eDataSource tracked a comparatively few 335 email campaigns with Cyber Monday in their subject lines, according to Sweetser.
But those who have sent Cyber Monday emails have done relatively well, he wrote.
“Sears, for example, sent 8.5 million on the 16th to create ‘two cyber Mondays’ and got a 13 percent open rate,” Sweetser wrote.
Crabtree & Evelyn sent a campaign inviting 800,000 subscribers to vote for the Cyber Monday deals they wanted most and achieved an open rate of 17 percent, according to eDataSource.
In a third example, Office Max sent Cyber Monday themed messages to 5 million subscribers on Nov. 17 and achieved a 15 percent open rate.
“Cyber Monday” was coined in 2005 by the National Retail Federation to refer to the spike in sales online retailers saw on the Monday after Thanksgiving when people returned to work and took advantage of their employers’ broadband Internet connections to shop online.
Back then, most American Internet users didn’t have broadband access at home.
According to the Pew Internet & American Life Project, just 30 percent of Americans had home broadband access in March of 2005.
Though the vast majority of Americans has home broadband access today and doesn’t have to rely on their employers’ connectivity to shop online, the name “Cyber Monday” has remained.

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