B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
22%
22% -- roi decline for brands (2024)
In 2024, brands that spiked their Q4 sends without a gradual ramp saw 22% lower ROI than all other brands.
- Comparison is relative to all other brands
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
22%
Unit
Percentage
Data Vintage
2024
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Attentive
Primary
Tier A
https://www.attentive.com/black-friday-cyber-monday-2025/bfcm25-resources/deliverability ↗
Source Article
BFCM Email Deliverability: Rules for 2026
A great BFCM message only works if it gets delivered. Here's how to get your email, SMS, and push programs prepped for deliverability.
Every BFCM plan rests on one assumption: the message arrives. Deliverability makes that possible so your offers, segments, and creative have a better chance to perfo…
Original Research
Attentive
· Original study ↗
Methodology
Compared to brands that gradually ramped their sends
Segmentation
Industrymarketing
Cite this stat
Plain Text
brands: 22% roi decline. Source: Attentive (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/bfcm-email-deliverability-roi-decline
HTML Embed
<blockquote cite="https://lighthousedata.io/data/bfcm-email-deliverability-roi-decline" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>22%</strong> -- roi decline for brands<br><small>Source: Attentive (2024) · <a href="https://lighthousedata.io/data/bfcm-email-deliverability-roi-decline" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Related Statistics
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.