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Summary

Black Friday and Cyber Monday (BFCM) consistently represent some of the highest email sending periods of the year for many businesses. During these peak events, email volumes typically surge by significant percentages compared to daily averages or previous years. While this increased volume indicates high marketing activity, it also poses unique deliverability challenges due to heightened competition for inbox space and increased scrutiny from mailbox providers. Understanding these trends is crucial for effective email marketing.

What email marketers say

Email marketers actively monitor and manage significant increases in email volume during Black Friday and Cyber Monday to capitalize on the holiday shopping rush. They frequently share direct observations about the scale of their campaigns and the challenges involved in ensuring messages reach the inbox amidst fierce competition.

Marketer view

An email marketer from Email Geeks reports that Klaviyo sent over 700 million emails, highlighting the massive scale of holiday campaigns.

02 Dec 2019 - Email Geeks

Marketer view

A marketer from Shopify highlights that Black Friday consistently sees the highest email volume of the entire year.

22 Nov 2024 - Shopify

What the experts say

Deliverability experts recognize Black Friday and Cyber Monday as critical periods that rigorously test email infrastructure and sender reputation. They consistently emphasize proactive measures to manage the extraordinary volume and maintain inbox placement amidst heightened competition and scrutiny from mailbox providers.

Expert view

An expert from Gleantap cautions that the extremely high email volume during holiday sales can lead to reduced open rates and an increased likelihood of emails being marked as spam, emphasizing the critical role of timing.

24 Nov 2024 - Gleantap

Expert view

An expert from Salesforce highlights that despite increased sending, email open rates during Cyber Week decreased by 4.9% compared to preceding weeks, indicating that higher volume does not assure better engagement.

01 Dec 2024 - Salesforce

What the documentation says

Industry documentation and reports provide quantitative insights into the massive scale of email volume during Black Friday and Cyber Monday. These resources often detail observed trends, year-over-year growth, and the technical implications for email infrastructure and deliverability, offering a foundational understanding for marketers and deliverability professionals.

Technical article

Documentation from Mailgun reports a 33% surge in email volumes on both Black Friday and Cyber Monday, identifying them as peak sending periods.

02 Dec 2024 - Mailgun

Technical article

Official data from Twilio indicates that on Cyber Monday, their SendGrid platform processed 11.7 billion emails, marking a 14.2% year-over-year growth, with Black Friday generally showing even higher volumes.

03 Dec 2024 - Twilio

6 resources

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