It’s officially crunch time for the holiday season and, not surprisingly, the actual Black Friday and Cyber Monday days get all the attention - this year REI already made headlines by not participating in either, while Macy’s announced that the start of their ‘Black Friday’ sales will be moved up to Thanksgiving. While Black Friday and Cyber Monday are very important for Q4 success, it’s your brand’s campaign schedule over the next 6 ½ weeks that can make or break your year.
Much like the US presidency is a result of months of campaigning, a brand’s Black Friday and Cyber Monday success is a function of the weeks leading up to the two big days. To illustrate this point, Yesmail recently released research analyzing 2013 and 2014 Black Friday data from social media and email campaigns. A few quick highlights from the study include:
Along the same line, while retail analysis firm ShopperTrak predicts that Black Friday will take home the sales championship belt in 2015 (ahead of Super Saturday), the stats from last year illustrate a different trend:
There are two major implications:
First, the consensus for both email and social media campaigns is to get started EARLY in order to remain top-of-mind for consumers who are doing advanced research for Black Friday and Cyber Monday shopping.
Second, consumers continue to shift their purchase behavior online and marketers need the right execution plan to capitalize on this trend. And while a lot of ideas and plans are already on the calendar, there is still time to fine-tune your strategy for a successful holiday season. Here are a few easy email marketing ideas you can implement quickly:
Even though the holiday season is upon us, there is still time to enhance your email marketing strategy and get creative. Whether you choose to use one of the three ideas listed above or something completely unique to your brand, the holidays are the time where customers want to purchase and the non-business-as-usual approach will surely grab their attention.