With Cyber Monday, and Black Friday just around the corner, brands are looking for ways to stand out on the two biggest volume days of the year. Last year, Black Friday surpassed Cyber Monday with the highest email opens of the year. But with both days every increasing in importance, and more and more brands participating, it’s never been more important to stand out from competitors and make sure your email gets read.
With the added volume on these two days, marketers will need to make their everyday autoresponder welcome messages stand out as well, to make sure they aren’t lost in the shuffle. Research has shown that welcome autoresponders sent with coupons have transaction rates around 2.5x higher than those without. To stay relevant in an increasingly crowded space, adding extra incentive can make the difference.
During the Holiday promotional season, consumers EXPECT discounts. There’s no getting around this, and if you aren’t offering your customers a compelling offer, they’re likely to look elsewhere. Try to focus on products you know are popular already. Even a marginal discount to a very popular product can be a huge boost, and drive traffic to your site.
Subject lines should be of increased focus. Without a compelling subject line, your customers won’t even open your message. Recreating subject lines that worked well in previous Holiday campaigns is a good place to start. Litmus compiled a list of thebest, and worst, examples of Black Friday creative. Even if you had a great performing campaign last year, testing is always best. Take the days and weeks leading up to Black Friday and Cyber Monday to try out new and daring subject lines which could catch your customer’s eye.
Finally, as we’ve talked about before, it’s increasingly important to make sure messages render well on mobile devices. Research has shown that these two days are even more mobile heavy than usual, as might be expected with so many Holiday travelers. Making certain that your messages look correct everywhere will make sure that you don’t stand out in a BAD way.