Generative AI tools in marketing emails produced four times the order rates and conversion rates during Canada’s peak holiday shopping season, based on Intuit Mailchimp’s analysis of 1.85 billion emails sent from the country. The findings show the technology’s impact on seasonal sales performance.
Personalization drove significant gains in average order value, with tailored emails generating 33% more revenue than generic messages during the peak period. The difference expanded to 49% specifically during Black Friday and Cyber Monday. Canadian shoppers proved more responsive to customized campaigns than the global average, suggesting regional preferences for targeted messaging.
Email subscriptions surged by 18.3 million new sign-ups during the peak season, reflecting both new customer acquisition and repeat engagement. The data emphasized returning shoppers’ role in Canada’s market, as 67.3% of email orders during Black Friday and Cyber Monday originated from repeat buyers.
Email remained the top revenue channel overall, though SMS outperformed it during critical moments. Among Mailchimp users leveraging both channels, SMS contributed nearly 20% of combined eCommerce revenue during Black Friday and Cyber Monday. Globally, SMS achieved up to six times higher order rates and three times greater revenue per message at peak times, demonstrating its value for time-sensitive promotions.
Marketers deployed the two channels strategically rather than as interchangeable tools. The report also identified opportunities beyond major shopping days, noting that weekend order rates doubled those of weekdays despite brands sending 60% fewer messages on weekends. This suggests that fewer, more focused communications can drive stronger engagement.
Behavior-driven automation delivered stronger results than broad campaigns. Messages featuring abandoned cart reminders saw 36% higher open rates and 28% higher click rates. This aligns with typical online shopping behavior, where users often explore products without immediate purchase intent but return later when prompted by relevant offers or items.
These insights stem from a broader global study covering over 44 billion emails and 83 million text messages sent through Mailchimp between Halloween and New Year’s Eve. The research provides a snapshot of how businesses integrate AI-driven tools and customer data into seasonal email strategies.
Seasonal Engagement Patterns and Automation
Order rates were twice as high on weekends as on weekdays globally. Brands sent roughly 60 percent fewer messages on weekends during the peak period.
Sunday between Black Friday and Cyber Monday saw 82 percent fewer text messages than Black Friday. That day also had 59 percent fewer emails sent.
Campaigns featuring abandoned cart content blocks recorded higher engagement.
