Yesmail is sharing new data indicating that retailers benefit from sending Black Friday promotions earlier rather than the day of. The firm found that open rates of Black Friday-themed emails were highest on the Monday and Tuesday leading up to the day (15.66 and 15.43 percent respectively).

Based on the data, it looks like Wednesday is by far the worst day for open rates.

The majority (33%) of Black Friday messages were sent on Black Friday itself. Black Friday Facebook and Twitter posts also saw more engagement earlier in the week, Yesmail says.

“Despite the months of planning that goes into Black Friday promotions, retailers’ email and social media marketing activities are falling behind,” a spokesperson told WebProNews.

“When it comes to Black Friday, consumers are active on different channels at different times,” he study says. “As a result, retailers must continue to adjust their strategy to make sure they are hitting the right channels at the right time based on what has worked in the past. In addition, they must ensure they’re communicating the same information across each channel not only for brand consistency, but also for optimal customer experience – there is nothing more frustrating for a customer than seeing a promotion for 20% OFF on Twitter but realizing it’s actually 10% when he gets to a store.”

You can find the full study here.

Image via Yesmail