Holiday Sweet Spot: Email Conversion Rate Up 32% For Black Friday

Retail brands advertised online at record rates during the Black Friday weekend, with positive results, according a study released on Friday by LiveIntent and MediaRadar 

The average email conversion rate was 32% higher on Black Friday than it was in 2019, based on activity on the LiveIntent platform.  

Shopping newsletters pulled 10 times the average number of impressions, and hard news newsletters five times the norm. The style and fashion vertical drew twice the click-through rates of the average of all groups.