Skip to content
Home » Blog » Black Friday and Cyber Monday 2022 by the Numbers

Black Friday and Cyber Monday 2022 by the Numbers

It’s December—lights are going up, all issues pumpkin spice have been in cafes for months—so it’s time to pause and evaluation how Twilio SendGrid processed the equal of 1+ emails per individual on the planet throughout every day on Black Friday and Cyber Monday. 

If I needed to summarize the cyber week I’d say it was: 🔥🎁⏰. If an image is price a thousand phrases, then the fireplace emoji was by far the hottest factor to “say” this 12 months! We noticed 769 million processed emails containing the fireplace emoji adopted by presents and then clocks. The message right here? The offers are scorching and time’s operating out so purchase your holidays items now! 

The large image

Twilio SendGrid processed 8.8 billion emails on Black Friday and a whopping 8.9 billion emails on Cyber Monday. As of November 15, 2022, it’s estimated that the human inhabitants reached 8 billion, so it is smart that our email platform could also be prepared and in a position to interact everybody on the planet.

All in all, we processed over 50 billion emails throughout the vacation week from November 21 to November 28. In phrases of development on Black Friday and Cyber Monday, Twilio SendGrid’s quantity grew 30% and 26% respectively YoY. During peak hours when our prospects most trusted Twilio SendGrid’s means to attach them to their prospects, we have been processing 4.2 million emails per minute.

While some components of the nation have been sitting all the way down to dinner, and different components have been nonetheless busy in the kitchen, Twilio SendGrid processed 664 million emails between 2 p.m. and 3 p.m. PST, which occurred to be the highest quantity hour throughout the vacation. If you’ve ever questioned whether or not or not email would stop to exist, then let the numbers converse for themselves: email is right here to remain. 

We noticed distinctive development from our shoppers in comparison with 2021 with a rise in quantity anyplace from 10%-22% YoY. We noticed a peak of roughly 620,000 emails per minute from one buyer, and many others with 2 second end-to-end occasions and 99% supply charges. In truth, our largest email buyer despatched 2.8 billion emails on Black Friday and 2.4 billion on Cyber Monday, a 62% improve YoY. 

Every 12 months we glance again and marvel how the peaks of vacation email site visitors develop YoY. This 12 months is not any exception. The month of November is a gradual incline till you come to Black Friday the place volumes spike and then spike once more just a few days later. What does this imply? It signifies that Twilio SendGrid is powering virtually each email use case conceivable.

During and shortly after the Thanksgiving vacation, information stories are full of procuring metrics: how a lot did we spend throughout the bonanza of deep reductions and 1 day solely gross sales? What isn’t mentioned is how individuals heard about these reductions in the first place. The reply is easy: email, tons and plenty of email.

The numbers don’t lie—email drives engagement that interprets into actual {dollars}, particularly in a difficult market nonetheless therapeutic from the pandemic, a tricky financial market, and provide chain shortages. 

Email engagement

Getting an email to the inbox is barely the first step in making the holidays successful. If you’re a sender, you’re not solely excited about how rapidly your ESP can ship your email but additionally what is going to occur when that email is acquired.

Will it attain the inbox? Will or not it’s opened? Will that open result in a click on?

These are the metrics that make it easier to measure and optimize every part you do. After adjusting for Apple Mail Privacy Protection (MPP), Twilio SendGrid logged 4.6 billion opens from November 21 to November 28. MPP utilization has grown over the course of the final 15 months because it was introduced in June of 2021; throughout the similar timeframe, we noticed 10.1 billion opens by MPP and logged over 534 million distinctive clicks.

It’s price stating right here that not each considered one of our prospects makes use of our open-and-click monitoring methods; a few of our prospects choose to make use of their very own.

It’s necessary to grasp that the sample of opens was carefully matched by the sample of sends. What we are able to be taught from that is that recipients are partaking with email as it’s hitting their inboxes.

What’s extra is that they’re partaking with email all through the week and not on remoted days. However, what the open chart above demonstrates is the large drop-off after Cyber Monday. The vacation week is certainly time sure, to a sure extent, and as soon as the week is over, we’re all returned to our “regularly scheduled programming.”

Similarly, we measured the variety of distinctive clicks by hour, with 1.14% of all vacation week clicks taking place on November 28 at 3 p.m. PST.

Email topic traces

During the vacation week, we noticed that 90% of topic traces have been between 1 and 15 phrases in size with 4 phrase topic traces delivering a ten.62% distinctive open price. It appears that much less is extra, and prospects are most certainly to click on on emails with concise topic traces that ship worth with out trailing off the display screen. 

Mailbox supplier development

We dug deep into our knowledge to find out how recipient distribution modified between 2021 and 2022 for the vacation week. Based on our findings, Apple Mail and the Apple Mail Relay noticed the largest development.

This aligns with the elevated MPP opens we now have noticed as nicely. Gmail recipients grew at a really wholesome 26% as did sure German mailbox suppliers. What does this imply for senders?

It signifies that extra mail is being anonymously opened however for mail that’s not, it’s good to take inventory of which mailbox suppliers your recipients are utilizing as they might have distinctive design necessities and naturally, based mostly on their location, very completely different privateness and consent necessities.


Not all mailbox suppliers are architected equally. In previous years we reported on the pace of the Twilio SendGrid platform and its means to push mail by essential parts of it in milliseconds. This 12 months we took a take a look at the median end-to-end occasions for particular person mailbox suppliers to see the place email would possibly hit the proverbial site visitors jam on the strategy to the inbox.

On common, our median end-to-end time was 2 seconds by the week.  However, once we take a look at median end-to-end occasions for particular person mailbox suppliers (from time of sending an email to the time we acquired a 250OK) the view is kind of completely different.

Does this imply you need to plan time-based gives in a different way? Not essentially, nevertheless it does present how completely different and nuanced the routing and transit of email is. 

Building for constant and versatile scale

What was as soon as meant to be a day-long store ’til you drop spree has became a week-long multi-channel procuring occasion. Every 12 months we see our prospects’ volumes develop, however what does this imply for the Twilio SendGrid platform?

It means we plan for Cyber Week all 12 months lengthy to make sure that our prospects can attain their prospects effectively and rapidly. To ship that effectivity year-round, we’re altering how we take into consideration the holidays and constructing for constant and versatile scale all through the 12 months.

We’re enthusiastic about the way forward for the Twilio SendGrid platform and stay up for remaining the platform of alternative for anybody who will depend on reaching their prospects’ inboxes when it issues most.

For extra info, watch our latest LinkedIn webinar the place we talk about this 12 months’s Cyber Week recap and tricks to get the most out of email each throughout and after the vacation season.

Leave a Reply

Your email address will not be published. Required fields are marked *