With Black Friday and Cyber Monday coming up, it’s time to take a second look at your email campaigns and tailor them to these events. This is an important time for businesses to reach out to their target consumers, as purchase intent increases greatly on these holidays.
There’s a good chance your customers will have plenty of Black Friday and Cyber Monday emails to sift through; you need to make sure yours stand out. To do so, keep the following tips in mind as you craft your Cyber Monday and Black Friday marketing strategy:
Use Your Subject Lines to Promote Your Most Attractive Offers
Different types of emails call for different types of subject lines. Asking your readers a question or including a catchy hook may be a smart way to get their attention during other times of the year. However, when you’re sending a Black Friday or Cyber Monday email, you want to be sure to mention your best deals right where the recipient looks first: the subject line.
Frontload the subject line with this information, which also benefits the fact that over 55% of users will likely be viewing your emails via their phones. You don’t want them to overlook the details of an attractive offer because you included those details in a part of the subject line that got cut off.
iPhones often cut off the subject line after 35 characters, while Android wraps it onto the next line. Review the best practices for email subject lines and apply this to your Cyber Monday and Black Friday marketing campaigns.
Increase the Amount of Emails You Send
Cyber Monday and Black Friday email marketing campaigns demand a higher volume of emails than you typically send. Again, your customers will have plenty of other brands vying for their attention during this time of year. Last year, over 106 million emails were sent on Cyber Monday alone. In order to get noticed, you need to demand more attention than you normally would.
Part of this means landing in inboxes in the first place. Keep this tip for Cyber Monday and Black Friday marketing in mind: Using an email verification tool can help your Black Friday and Cyber Monday marketing emails reach the right destination. As your vying with many other brands during this time of year, utilizing every tool at your disposal is key to crafting a Black Friday and Cyber Monday ecommerce strategy that stands out and earns customer engagement.
*Promotion eligible 12:01AM 11/15 - 11:59PM 11/17/2017 EST, not to be combined with any other offers.
Even if a customer doesn’t take advantage of an ecommerce offer you send, seeing your name in their inbox constantly throughout the holiday shopping season will make them much more likely to visit your brick-and-mortar stores later on. Take advantage of these holidays to not only benefit your bottom line, but also spread brand awareness with your Cyber Monday and Black Friday email marketing campaigns.
Segment Your Email Lists
Although it takes some time and effort, one of the best Black Friday marketing ideas is to study your email lists to find out what your customers are in the market for. That way, you can tailor your Black Friday and Cyber Monday marketing message to them for a greater chance of conversions and higher ROI. Personalized emails have an 11% higher click-through rate, so segmenting your lists for a more customized experience is one of the paths to greater Black Friday and Cyber Monday email marketing success.
Maybe you’re a marketer for a clothing company. You don’t want to send a Cyber Monday marketing email promoting your latest line of jackets to customers who’ve already bought them.
Use analytics to optimize your Cyber Monday ecommerce strategy. With these metrics, you can better understand which types of customers will respond to emails promoting newer items, and which types of customers will respond to emails marketing older products. Segment your email list accordingly so that customers receive emails that will be genuinely relevant to them.
Brand According to the Season
Cyber Monday and Black Friday email marketing campaigns usually benefit from acknowledging the start of the holiday season. Granted, your brand might not lend itself to that kind of imagery or copy, but it’s still important to find ways to incorporate it into your Cyber Monday and Black Friday marketing strategy. You want to tap into the generous, celebratory emotions your customers experience during this time of year.
If you haven’t yet, take the next few days and weeks to refine your Black Friday and Cyber Monday marketing emails. Following these simple Black Friday and Cyber Monday tips will benefit you greatly and help take advantage of the boosts to your bottom line these holidays can provide.