B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
11.98%
11.98% -- email conversion rate for Black Friday promotional emails (2020)
On Black Friday 2020, the conversion rate for promotional email marketing messages sent via Omnisend reached 11.98%.
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
11.98%
Unit
Percentage
Data Vintage
2020
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.
Score breakdown
Extraction
95
Source Trust
50
Citation Chain
90
Independence
30
Methodology
45
Freshness
92
Sources (3)
Omnisend
Primary
Tier A
https://www.omnisend.com/resources/reports/black-friday-cyber-monday-email-sms-push-marketing-statis… ↗
Source Article
Black Friday and Cyber Monday email, SMS, and web push marketing stats & trends report (2020)
There was much hype this year about the earlier-than-usual holiday promotions—both online and off—and the ultimate start of the holiday shopping season. Would consumers shop more often and earlier than usual, and if so, would it diminish Black Friday and Cyber Monday?
See the updated BFCM analysis f…
Also cited by
forbes.com
https://www.forbes.com/
2026-08-16
amraandelma.com
https://www.amraandelma.com/
2026-08-16
Original Research
Omnisend
· Original study ↗
Methodology
Analyzed email send data for nearly 2 billion emails sent through the Omnisend marketing platform.
Segmentation
IndustryeCommerce
RoleAll marketers
Channelemail
Cite this stat
Plain Text
Black Friday promotional emails: 11.98% email conversion rate. Source: Omnisend (2020). Via Lighthouse Intelligence -- https://lighthousedata.io/data/black-friday-email-conversion-rate-2020
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<blockquote cite="https://lighthousedata.io/data/black-friday-email-conversion-rate-2020" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>11.98%</strong> -- email conversion rate for Black Friday promotional emails<br><small>Source: Omnisend (2020) · <a href="https://lighthousedata.io/data/black-friday-email-conversion-rate-2020" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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