{"id":20984,"date":"2023-11-29T00:00:00","date_gmt":"2023-11-29T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/bfcm-stats-2023-2\/"},"modified":"2026-09-15T13:57:20","modified_gmt":"2026-09-15T13:57:20","slug":"bfcm-stats-2023","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/es\/blog\/email\/bfcm-stats-2023\/","title":{"rendered":"Black Friday &amp; Cyber Monday 2023: exprime el poder del email"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The holiday season is like a grand stage for email senders, and nothing steals the spotlight quite like the Black Friday and Cyber Monday weekend.<\/p>\n\n<p class=\"wp-block-paragraph\">Shopping is on the rise in 2023 and <b>overall spend is expected to surpass pre-pandemic levels during Q4<\/b>. And while many Americans think Black Friday is overhyped, <a href=\"https:\/\/www.npr.org\/2023\/11\/22\/1212640750\/black-friday-2023-shopping-gifts-spending\" target=\"_tabs\" rel=\"noopener noreferrer\">20% still planned to do most of their holiday shopping on November 24<\/a>. That\u2019s not surprising: With the current economic climate and constant rise in prices, the anticipation for these Black Friday deals has been palpable.<\/p>\n\n<p class=\"wp-block-paragraph\">When it comes to Black Friday communications, email is still the top choice for consumers. In fact, <a href=\"https:\/\/www.mailgun.com\/es\/blog\/deliverability\/satisfaccion-del-cliente-con-email-black-friday\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Sinch\u2019s 2023 email engagement survey<\/a> revealed that <b>nearly 70% of respondents wanted to hear about Black Friday promotions directly in their inbox<\/b>.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">So, how did brands rise to meet these expectations? Let&#8217;s dive into the highlights.<\/p>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-4016\"><p class=\"h5 m-0\" id=\"toc-title-4016\">\u00cdndice<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#bfcm-2023-the-email-perspective\">BFCM 2023: The email perspective<\/a><a class=\"scrollme link-body-color\" href=\"#increased-email-volumes-and-strong-engagement\">Increased email volumes and strong engagement<\/a><a class=\"scrollme link-body-color\" href=\"#early-lead-on-black-friday-communications\">Early lead on Black Friday communications<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#beyond-black-friday-a-strong-finish-to-q4\">Beyond Black Friday: A strong finish to Q4<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">BFCM 2023: The email perspective<\/h2>\n\n<p class=\"wp-block-paragraph\">Earlier this fall, we <a href=\"https:\/\/www.mailgun.com\/es\/blog\/deliverability\/satisfaccion-del-cliente-con-email-black-friday\/\" target=\"_tabs\" rel=\"noopener noreferrer\">conducted a survey <\/a>on consumer preferences for Black Friday communications. The verdict was clear: <b>Customers wanted to hear from their favorite brands well before the big shopping weekend<\/b>, and \u2013 most importantly \u2013 they wanted those exclusive deals delivered straight to their inboxes.<\/p>\n\n<p class=\"wp-block-paragraph\">So, did brands meet these consumer demands? We analyzed <b>over 45 billion emails<\/b> sent by Sinch Mailgun and Sinch Mailjet in the weeks leading up to Black Friday and compared that to what customers were asking for.<\/p>\n\n<p class=\"wp-block-paragraph\">Here\u2019s what we found:<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4320\" width=\"465\" height=\"2560\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-BFCM-2023-Infographic__1_-scaled.png\" alt=\"Black Friday and Cyber Monday 2023 email volumes infographic\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-BFCM-2023-Infographic__1_-scaled.png 465w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-BFCM-2023-Infographic__1_-768x4227.png 768w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-BFCM-2023-Infographic__1_-186x1024.png 186w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-BFCM-2023-Infographic__1_-279x1536.png 279w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-BFCM-2023-Infographic__1_-372x2048.png 372w\" sizes=\"(max-width: 465px) 100vw, 465px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Let\u2019s dive deeper into some of these insights.\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">Increased email volumes and strong engagement<\/h3>\n\n<p class=\"wp-block-paragraph\">Consumers asked to get for holidays deals via email, and brands delivered.<\/p>\n\n<p class=\"wp-block-paragraph\">Sinch Email saw a <b>16% surge in email volumes during Black Friday and Cyber Monday 2023 compared to the previous year<\/b>, with over two billion emails sent each day, proving that email is still the go-to channel for customer communications during the holiday season.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4365\" width=\"1280\" height=\"646\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-BFCM-Graph-1__1_.png\" alt=\"Graph showing BFCM email volumes 2021 to 2023\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-BFCM-Graph-1__1_.png 1280w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-BFCM-Graph-1__1_-300x151.png 300w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-BFCM-Graph-1__1_-768x388.png 768w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-BFCM-Graph-1__1_-1024x517.png 1024w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">However, the most significant surge in email sending actually came in the days and weeks leading up to the shopping holiday. Overall, email volume increased <b>22%<\/b> through the month of November compared to 2022.<\/p>\n\n<p class=\"wp-block-paragraph\">And with so many messages landing in the inbox \u2013 did emails get noticed? We analyzed how consumers engaged with these emails and here\u2019s what we found:\u00a0<\/p>\n\n<ul class=\"wp-block-list\">\n<li><b>Black Friday 2023 <\/b>saw an average open rate of <b>12% <\/b>(excluding bot activity), and a <b>13%<\/b> click-through rate.<\/li>\n\n\n\n<li><b>Cyber Monday 2023 <\/b>tracked an average open rate of <b>14%<\/b> (excluding bot activity), and a <b>11<\/b>% click-through rate.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Considering that average open rates typically hover around 14% (excluding bots), this type of engagement during such a competitive period is impressive. <b>Click rates also showed great engagement<\/b>, revealing that consumers were indeed interested in these deals and promotions.<\/p>\n\n<p class=\"wp-block-paragraph\">Ultimately, what our data shows is that brands have taken note of consumer preferences and continue to rely on email for customer communications around this time of the year.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-78cb6cc6c201682b4c87c7e149221e6b\">\r\n            This increase in email volume is a positive sign that retailers are meeting customer expectations when it comes to Black Friday communications. Given the current economic climate and consistent rise in prices, it isn&#8217;t surprising that consumers are looking for a deal. According to our research, 68.9% of consumers want to get these Black Friday promotions via email, and our send data shows that brands have taken note.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/kate-nowrouzi_headshot.png\" alt=\"Foto de Kate Nowrouzi\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-78cb6cc6c201682b4c87c7e149221e6b\">\r\n                        Kate Nowrouzi                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">VP of Product Strategy, Sinch Mailgun<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<h3 class=\"wp-block-heading\">Early lead on Black Friday communications<\/h3>\n\n<p class=\"wp-block-paragraph\">Timing is everything, especially in the world of Black Friday promotions, and it\u2019s not just November 24 that hit it out of the park this year.<\/p>\n\n<p class=\"wp-block-paragraph\">Email volumes have been trending up for weeks ahead of Black Friday, something that seems to align with the consumer expectations uncovered in our email engagement survey.<\/p>\n\n<p class=\"wp-block-paragraph\">Our consumer research showed that people want to hear from brands early on: <b>35.5% of respondents told us they wanted to receive promotions \u201cas soon as possible<\/b>\u201d, and another <b>21.2<\/b>% expected these communications a month before the big day.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Only 5.8% of respondents said they wanted to wait until Black Friday to hear from brands<\/b>, which suggests people are eager to make plans for their holiday shopping.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.nytimes.com\/2023\/11\/24\/business\/what-is-black-friday.html?\" target=\"_tabs\" rel=\"noopener noreferrer\">And it looks like brands have recognized this need to get a head start.<\/a> As we noted, Sinch Email data revealed a <b>22% increase in email volumes during November compared to 2022<\/b>, suggesting brands have messaged their customers more during the weeks before BFCM, rather than just waiting till the big day. In fact, the biggest surge happened two weeks before the week of Black Friday, with volumes up <b>34%<\/b> from last year.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4366\" width=\"1280\" height=\"603\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-BFCM-Graph-2__1_.png\" alt=\"Graph showing November 2023 email volumes\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-BFCM-Graph-2__1_.png 1280w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-BFCM-Graph-2__1_-300x141.png 300w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-BFCM-Graph-2__1_-768x362.png 768w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-BFCM-Graph-2__1_-1024x482.png 1024w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">This is a smart choice. <a href=\"https:\/\/www.mailgun.com\/es\/blog\/deliverability\/black-friday-cyber-monday-email-tips-how-to-stand-out-inbox-holidays\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Competition in the inbox is fierce during the BFCM<\/a> period, so reaching out earlier can help businesses get customer attention well ahead of Black Friday, ensuring they\u2019re top of mind on the day.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> <b>A reliable sending partner:<\/b> During Black Friday and Cyber Monday 2023, Mailgun and Mailjet achieved a 97% delivery rate. 99% of Mailjet and Mailgun messages were processed in less than 33.5s, with over 133,000 messages processed per second at peak.<\/div>\r\n    <\/div>\r\n\n<h2 class=\"wp-block-heading\">Beyond Black Friday: A strong finish to Q4<\/h2>\n\n<p class=\"wp-block-paragraph\">Cyber Week is a key part of the holiday season, but there\u2019s more to Q4 than Black Friday and Cyber Monday.<\/p>\n\n<p class=\"wp-block-paragraph\">With some major shopping days still ahead, email will remain a critical channel for connecting with customers, enabling brands to carry the momentum into 2024.<\/p>\n\n<p class=\"wp-block-paragraph\">And it\u2019s not just about deals and promotions. Email plays a crucial role in post-sale customer communications, and triggered emails like order confirmation or shipping notifications are key components in ensuring customer satisfaction.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>But the true power of email can only be unleashed through best-in-class deliverability and a customer-centric approach. <\/b>Without the right email partner and <a href=\"https:\/\/www.mailgun.com\/blog\/email\/understanding-email-deliverability\/\" target=\"_tabs\" rel=\"noopener noreferrer\">a good grasp of best practices<\/a>, brands risk missing out on email ROI and hurting their customer satisfaction.<\/p>\n\n<p class=\"wp-block-paragraph\"><i>Looking for expert guidance to close out the year on a high note? Our <\/i><a href=\"https:\/\/www.mailgun.com\/es\/soluciones\/servicios-entregabilidad-lp\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><i>team of email specialists<\/i><\/a><i> is always here to help<\/i>.<\/p>\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"dark\" aria-labelledby=\"banner-block-block_e4c1a96c66eef85cf45bc090b7fb3c74\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                Learn about our Deliverability Services            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_e4c1a96c66eef85cf45bc090b7fb3c74\">\r\n                Deliverability Services            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">Looking to send a high volume of emails? Our email experts can supercharge your email performance. See how we&#x27;ve helped companies like Lyft, Shopify, Github increase their email delivery rates to an average of 97%.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/www.mailgun.com\/es\/soluciones\/servicios-entregabilidad-lp\/\"  class=\"btn btn-secondary\" >Learn more<\/a><\/div>\r\n    <\/aside>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>El email es la opci\u00f3n preferida de los consumidores en lo que respecta a las comunicaciones del Black Friday, y casi un 70\u00a0% afirma que quiere recibir promociones directamente en su bandeja de entrada. Dicho esto, \u00bfcumplieron las marcas las expectativas de los consumidores este BFCM? Analizamos los datos de env\u00edo de Sinch para descubrirlo.<\/p>\n","protected":false},"author":38,"featured_media":4074,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[20],"class_list":["post-20984","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-email"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>BFCM 2023: el rendimiento del email durante el Black Friday y el Cyber Monday - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"\u00bfSigui\u00f3 siendo el email el rey durante el Black Friday y el Cyber Monday de 2023? Descubre las tendencias y estad\u00edsticas de email para el BFCM y c\u00f3mo las marcas cumplieron las expectativas del p\u00fablico consumidor este a\u00f1o.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mailgun.com\/es\/blog\/email\/bfcm-stats-2023\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"BFCM 2023: el rendimiento del email durante el Black Friday y el Cyber Monday - Transactional Email API Service For Developers | Mailgun\" \/>\n<meta property=\"og:description\" content=\"\u00bfSigui\u00f3 siendo el email el rey durante el Black Friday y el Cyber Monday de 2023? 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