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November Email Stats: The Black Friday edition

  Patrick Sande     December 10, 2019    

Welcome to a special edition of our monthly email stats report. In this post, we'll take a quick peek at the November Email Stats Report and how it compares to prior months. But, for this month's report, we'll also take a look at how email marketers approached Black Friday by reviewing stats specific to Black Friday.

First, let's take a look at November's Email Stats as a whole.

It's no surprise to see Friday show up as the most common email send day for November because, you know, like Black Friday and stuff. There are a couple other interesting stats in here. The Average Spam Score hovered around 0.58, which caught my attention. I thought there would be a spike as marketers stretched to push their Black Friday and Cyber Monday offers.

Now this is typically where we'd review email send volume by date for the month of November, but I want to pivot and take a look at email stats as they relate to Black Friday. I've been really excited to see and share the results.


For background, I kept this analysis pretty straight forward by only pulling in emails that contained 'Black Friday' in the subject line. You can see that 8.4% of all emails from November had 'Black Friday' in the subject, which I find fascinating.

Comparing our Black Friday metrics to the full November Stats Summary is really insightful. Trends I would expect to see really start to show up when we compare the two tables. Notice how Spam Score starts to creep up? Makes sense. There's also a big jump in image count which, again, makes perfect sense considering the heavy sales focus of a Black Friday email.

Let's also take a quick peek at when marketers started sending out emails teasing their upcoming Black Friday deals.

I found this to be a very insightful graph for three reasons:

1.) How early 'Black Friday' mentions starts creeping into the inbox. Going back to November 1st, we're seeing mentions of Black Friday and that really caught my attention.

2.) When the first 'Black Friday' push starts to appear. By looking at the graph, we can see that the 18th is when we see email volume start to climb. This year, the 18th was a Monday.

3.) The percentage of emails sent on Saturday, November 30th. One day post Black Friday still saw 7.6% of the overall email send volume for all Black Friday emails. I know a number of retailers were extending their Black Friday offers, so this makes good sense.

What stands out to you? How do these stats compare to your Black Friday efforts? We'd love to hear your feedback on this one!