In this tip, we’ll explain which marketing channels perform the best in terms of conversions and click-throughs over the Black Friday weekend. The information contained here is a summary of data we’ve analyzed from our Firepush app during Black Friday 2018.

The best channel for conversions

Overall, web push notifications perform the best over the Black Friday weekend. All channels averaged a conversion rate of above 5%, but web push notifications lead the way at 7.2%.

The best channel for click-throughs

Messenger performs the best for click-throughs with a rate of 8.6%, followed closely by SMS at 7.9%.

An omnichannel approach works best

Interestingly, different channels perform better on different days. This could be down to how different generations engage. Our data shows us that it’s best to:

  • Focus on web pushes and Facebook Messenger on Black Friday.
  • Use SMS on Saturday.
  • Use Messenger on Sunday.
  • Use all three channels on Cyber Monday.

Further reading

Until next time, why not read our 8-step guide to developing a creative Black Friday 2019 campaign?

Did this answer your question?