Editor’s note: The following is a guest post from Melinda Krueger, Salesforce’s associate principal of strategic services.
How are retailers employing digital messaging like email, push and SMS? For the third year in a row, I set out to capture and compare messages from Black Friday through Cyber Monday for 14 top retailers. Below are some observations you can apply to your program throughout 2018 and a video interview with Tatango about holiday trends.
The push and SMS cadence increased this year for most retailers. For the first time, retailers sent multiple push notifications in a single day, with some sending two or three on Black Friday and Cyber Monday. Customers may not welcome multiple messages per day on their home screens. Review past results or split test to see if an aggressive cadence leads to a spike in app downloads. Weigh the expense of attracting app new users against app deletes stemming from notification