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The news: Brands relied heavily on email and SMS campaigns to woo shoppers and ring in Black Friday and Cyber Monday sales.
Behind the numbers: In the lead-up to Black Friday, scheduled email campaigns saw a marked rise, per data from email and SMS provider Omnisend.
Email and SMS preferred: Sinch's September survey of over 2,072 consumers in the US and Western Europe reveals a strong preference for mobile-friendly channels, with email being the leading medium for Black Friday promotions.
Our take: For success beyond Cyber Monday, brands should optimize email campaigns, create mobile-optimized content, and adopt an omnichannel approach that resonates with customers' diverse preferences. This strategy should help brands meet customer expectations during the competitive holiday season.
Organic email marketing strategies are critical for budget efficiency. Focusing on quality content in email campaigns can extend marketing impact over a longer holiday season, notes principal analyst Andrew Lipsman in our Holiday Shopping 2023 report.
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