During this year's Black Friday and Cyber Monday, digital communication channels experienced one of the highest peaks of interaction ever recorded: 7,68 billion messages facilitated by Sinch's Customer Communications Cloud platform, including SMS, MMS, RCS, WhatsApp and email
In an environment marked by the saturation of offers and the demand for personalized experiences, companies relied on omnichannel communication strategies to meet consumer needs. This retail scenario generatedUS$ 118,2 billionin revenue in November 2024, of whichUS$ 10,8 billionwere exclusively from Black Friday, according to a recent report from theAdobe.
Main perceptions about the behavior of digital interactions
The analysis of billions of messages reveals crucial trends that affect business strategy and customer experience
- Large volumes of communication
- 7,68 billionof interactions carried out during Black Friday and Cyber Monday
- 1,8 billion SMSshipped globally, consolidating the channel's position as essential for last-minute offers and promotional reminders
- An increase of33% in email volumeduring Black Friday and an additional 33% on Cyber Monday compared to 2023, reflecting consumer preference for this channel for promotions and transactional updates, such as transaction confirmation emails and order tracking
- Consistent response rates
- The emails maintained an average open rate of13% on Black Fridayand of15% on Cyber Monday, despite the increase in volume, reflecting the effectiveness of targeted email campaigns
- Accelerated adoption of advanced technologies
- RCS messages (Rich Communication Services) recorded a growth of111% in relation to 2023, standing out for its interactive features, as responsive elements and verified messages, marking a rapid adoption of this channel
Consumer preferences: a challenge for brands
The recent researchBFCM 2024from Sinch shows that61,3% of consumersprefer email for promotions, while51% expect immersive interactions in messaging apps and 75,1% for transactional updates, such as order confirmations and shipping notifications. These expectations encourage companies to optimize their omnichannel strategy to maintain user attention
Impact on business
The companies that managed to integrate robust digital solutions not only responded effectively to market demands, but also ensured continuous engagement with their customers, even during peak periods of digital traffic
Sean O’Neal, Chief Product Officer of Sinch, commentedThe Black Friday and Cyber Monday shopping dates this year highlighted the vital role of timely communication, reliable and high-performing in delivering exceptional digital experiences to customers. Sinch's Customer Communications Cloud ensured uninterrupted message delivery and no downtime. This allowed brands to exceed consumer expectations and perform their best during the busiest and riskiest shopping days of the year”.
By reducing friction and maximizing efficiency in the main channels, like SMS, RCS and WhatsApp, companies managed to scale their operations and stand out in a saturated market
