Singles Day 2020 emails saw more mentions and more promotions than Amazon Prime Day 2020. Nearly 40% of emails from Beauty brands included a mention of singles day.

Singles Day has turned into the world’s largest shopping event and this year continued that trend. The event, which occurs annually on 11/11, was started by Alibaba in China 10 years ago and has since seen brands across the globe leverage the day to promote their own sales and products. This year, Alibaba said it passed $74 billion in sales on Singles Day, which is bigger than Black Friday and Cyber Monday combined.

We tracked over 500 ecommerce brands across 6 popular industries (Accessories, Apparel, Beauty, Footwear, Home, and Sports / Athletic Gear) and analyzed emails that mentioned “singles day” and also reviewed promotional and sending behavior for these brands for the past 3 years.

Of emails containing singles day

Singles Day Insights:

  • Overall, a greater percentage of emails sent in 2020 included the phrase “singles day.” On average, 11.7 % of emails sent in 2020 across the tracked brands included “singles day” vs. 9.5% in 2019.
  • Even with greater mentions of “singles day,” there was a dip in average promotional rate across the tracked brands from 64.4% in 2019 to 60.3% in 2020.
  • Compared to Amazon Prime Day 2020, Singles Day saw a higher percentage of mentions (11.7% vs. 8.1%) and also a higher promotional rate (60.3% vs. 56.7%), on average across the tracked brands.
  • Beauty brands saw the highest percentage of email containing “singles day.” with nearly 40% of emails sent that day including the phrase. Home and Accessories brands saw the lowest percentage of emails containing “singles day, with 2% and 5.3%, respectively.

 

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Overall, brands and retailers continued to deliver email campaigns that capitalized on the global popularity of Singles Day. Ten years into the yearly event, all the data points to this continuing, particularly with continued growth outside of China.

 

Singles Day 2020 Email Examples:

Bumble & Bumble

Bumble & Bumble - $11 OFF this Singles’ Day 🖤

 

Fresh

Fresh - FINAL HOURS to claim your minis, Sandra!

 

Brooklinen

Brooklinen - Barbara, wana SAVE BIG?

 

Quiksilver

Quiksilver - Celebrate SINGLES day with a COUPLE of tees

Post tags   Holiday Email Marketing