Shopify Dispatch Issue #272 – Black Friday and Cyber Monday 2020 analyses

Black Friday Cyber Monday 2020: An Analysis of Over $5.1 Billion in Sales

Shopify’s released some more of their BFCM analysis. There are a lot of details but most of them are what I was expecting: higher volume, consistent conversion rates on top channels, etc. Curbside and local delivery is an interesting new-to-2020 detail.

5 things we learned by sending 5 million BFCM emails in 2020

Sam Greenspan at Jilt pulls in a bunch of other BFCM reports to create a detailed view on how the holiday season has started. They highlight a few good trends like Amazon’s Prime Day starting the season early and how email effectiveness is changing.

Definitely worth digesting to see if there’s some missed opportunities you can use in the last couple of weeks and next year.

Track down which customer cohorts perform the best

Different groups of people will behave differently. Repeat Customer Insights includes different cohort reports to help you compare how your customers change over-time and spot new trends.

My articles this week

Should you ever take 0 profit on orders to build customer loyalty?

Optimize your critical marketing processes and ignore the rest

The safety net that could save your week if things go sideways this holiday season

Put a name on it: naming your customer segments

Eric Davis

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