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The holiday shopping season is one of the biggest sales generators for retailers across the country. Given that holiday sales account for around 20% of annual retail sales each year, it’s important that brands keep the holidays in mind and prepare early for Black Friday and Cyber Monday.
“Total [Cyber Monday] sales hit $9.4 billion—up nearly 19 percent from a $7.9 billion haul last year, according to Adobe Analytics, which measures transactions from a majority of top U.S. online retailers. That’s bigger than both Black Friday ($7.4 billion) and Amazon Prime Day ($4.2 billion last year).”
Given how incredibly profitable Cyber Monday has become for retailers, it is essential to have a sales strategy in order. One of the most critical elements for ginning up sales on this shopping holiday is Cyber Monday emails.
“60 percent of consumers state that they have made a purchase as the result of a marketing message they received by email. On the flip side, only 12.5 percent of them even consider a buy button as a purchase driver on social media.”
That is a pretty significant margin.
Furthermore, email has been shown to generate between $38 and $42 for each dollar spent, depending on the source one uses.
Therefore, putting together a Cyber Monday email strategy is one of the most essential tasks for merchants to complete before the holiday shopping season hits.
However, consumers are going to have pretty packed inboxes the closer Black Friday and Cyber Monday get, so it is crucial that sellers have established how they will stand out among the crowd and earn a recipient’s attention.
To help merchants earn clicks, conversions and sales, today, we will highlight 10 Cyber Monday emails that merchants can employ to boost holiday revenue.
1. Teaser Emails
Just like a concert or comedy night, the big show doesn’t just happen. To be a success, it requires planning, promotion and awareness. Therefore, Cyber Monday emails should be utilized to set the stage for potential buyers and alert them to the amazing deals that will soon be available.
By sending out teaser emails, merchants can get shoppers excited about the big day, drive them to compile wish lists of the items that they plan to snatch up andcreate a significant amount of awareness around the specials the store intends to run.
When it comes to sending out teaser Cyber Monday emails, there are a few approaches that sellers can take to drum up interest. Firstly, they can come right out and say it, letting consumers know the exact deals that will be offered.
Retailers might also consider showcasing a variety of the store’s best-selling items, letting shoppers know that they can look forward to obtaining those products at a fantastic price.
Alternatively, merchants can send out a series of emails that build on one another, revealing more and more about the Cyber Monday sales as the date approaches.
No matter how store owners decide to tease subscribers about upcoming sales, the main focus is that they generate interest and awareness in an effort to drive sales.
After all, as Campaign Monitor notes in itswelcome email effectiveness infographic, these messages have four times higher than average open rate and five times higher than average click-through rate when compared with the typical marketing email.
As the holiday shopping season approaches, many retailers will be seeking outways to grow their email list and get more subscribers. Since shoppers want to be in the know about the best deals available, they are more likely to hand over their contact info as the holiday shopping season approaches.
Therefore, retailers should optimize their welcome email series for Black Friday and Cyber Monday by letting consumers know that promotions for these holidays will soon land in their inbox.
By including such messaging (or even some info on upcoming sales), sellers can help to increase the open rate and conversions earned from their Cyber Monday emails.
3. Abandoned Cart Emails
Abandoned cart emails are a central email marketing tactic for increasing sales. This same notion holds true during Cyber Monday.
One of the most important Cyber Monday emails for merchants to send is abandoned cart communications. During this extended shopping weekend, consumers will be bombarded with deals, discounts, offers and sales. Due to the panoply of promotions, consumers will be busy comparing prices, referencing their gift list, contrasting different products and the like. As a result, there will be a plethora of abandoned carts.
To helpreduce cart abandonment rates, retailers must establish effective abandoned cart workflows that remind customers of their deserted items. However, since Cyber Monday is a one-day event, retailers should inject a sense of urgency in these Cyber Monday emails by including a countdown timer, low-inventory alerts and other elements that will inspire consumers to act, lest they miss out on the sale.
4. Exclusive Offer Emails
Everyone loves feeling special. When customers feel like they are getting an insider’s deal, they are more likely to convert.
Therefore, a tremendous revenue-boosting Cyber Monday email is one that engenders a sense of exclusivity.
By sending out early access codes to the Cyber Monday sale to email subscribers on Sunday night, those who are on a merchant’s contact list are not only more likely to convert, but will also see the genuine value of subscribing to the seller’s listing.
By pushing the exclusivity angle and inspiring a sense of urgency in shoppers to make their purchases before products are sold out, retailers can effectively boost their revenue via Cyber Monday emails.
5. Gift Guide Emails
Way backin 2013, McKinsey reported that “35 percent of what consumers purchase on Amazon and 75 percent of what they watch on Netflix come from product recommendations.”
Given how far algorithms and digital advertising have progressed since that time, those figures are likely to be significantly higher today.
However, what has not changed is that product recommendations remain a powerful driver for increasing sales.
Therefore, when crafting Cyber Monday emails, retailers should pay particular attention to sending out product recommendations for consumers. While such propositions can be based on a subscriber’s browsing or purchase history, one way to tap into the holiday feeling is to put together gift guides.
Merchants can utilize gift guides in a myriad of ways, providing shoppers with suggestions for moms, dads, kids or those based on thematic personas such as runners, cooks and golfers.
Alternatively, merchants can also create price-based gift guides that break product recommendations out into different monetary tiers. (Gifts under $25. Gifts under $50, etc.)
Truth be told, there are a near-endless number of permutations on this idea, which is part of what makes the gift guide email a stellar strategy for increasing Cyber Monday revenue.
6. Free Shipping Emails
When sending out Cyber Monday emails, many retailers focus their messaging around massive sales and deeply discounted products. While this is certainly a considerable selling point for many consumers, some are looking for that extra something that pushes them over the edge and gets them to buy.
“Consumers increasingly expect free delivery of items they buy online and are also embracing new options like picking up their online purchases at a local store, according to the latest issue of the quarterly Consumer View report released today by the National Retail Federation…. The report found that 75 percent of consumers surveyed expect delivery to be free even on orders under $50, up from 68 percent a year ago.”
Moreover, these findings are further supported bycart abandonment rates from the Baymard Institute, which found that a whopping 50 percent of those who abandoned their cart did so because fees associated with shipping, taxes and the like were too high.
Therefore, by sending out Cyber Monday emails that place the offer of free shipping central to the campaign’s message (or at least ensure that it is prominently featured), retailers can increase their conversions for the holidays.
Depending on a seller’s standard fees, free shipping can equate to a 15 or 20 percent discount. Add to that the already awesome discounts on merchandise and consumers will be scrambling to hit the “Place Order Now” button, thus substantially increasing Cyber Monday revenue.
7. Cart Threshold Emails
Not all retailers will be keen on the idea, or even capable, of providing free shipping on all orders. This is just the reality of things.
However, there is still a way to provide customers with free shipping while also increasing the average order value of each shopper.
Additionally, this Cyber Monday email requires less work than others as there is no segmentation involved.
By sending out emails that inform customers that they can receive free shipping on orders over a specified dollar amount, sellers can boost their overall Cyber Monday profits.
The fact of the matter is that customers come to the table ready to spend on this shopping holiday. By letting them know that they will receive free shipping on orders over “X” dollars, merchants can inspire customers to meet that threshold in order to save a few bucks, while also grabbing more gifts for the family.
This is a win-win situation for the customer and the company.
8. Upsell Emails
Upselling is a staple strategy for eCommerce retailers seeking to cultivate greater profits. The reason for this is quite simple: Because upselling works.
Moreover,the psychology behind upselling is rather straightforward, as well. Once a consumer has decided to make a purchase for a retailer’s asking price (or has already made the purchase), the hard part for the retailer is over. From there, it is only a small leap to get customers to pay a bit more for a slightly better and more expensive item or add-on accessories.
By sending shoppers upsell emails based on their Cyber Monday product purchases, retailers can significantly boost the amount of revenue generated from each customer.
9. Scarcity Emails
Black Friday and Cyber Monday are all about consumers getting their hands on desirable items before they are gone. Therefore, the concept of scarcity is built directly into the shopping event.
Since scarcity is the constant underlying subtext of the retailer-focused weekend, retailers should go ahead and bring this implicit notion to the conscious level by crafting Cyber Monday emails that explicitly tell customers things like:
Supplies are limited
The store will likely sell out
Time is running out
No matter if merchants are aiming tooptimize PPC campaigns for the holidays or develop Cyber Monday emails that inspire conversions, scarcity and the FOMO (fear of missing out) phenomenon are essential components to increasing revenue over this critical retail weekend.
10. Countdown Emails
This idea goes hand-in-hand with the scarcity emails as it lets customers know that their window for great deals is drawing to a close.
By sending out countdown emails, retailers can once again arouse a sense of urgency in consumers, giving them one final chance to get in on amazing bargains.
This will be the lastemail campaign retailers need to send during Cyber Monday. After this final blast goes out, the party will officially be over. That is, assuming that merchants decide not to extend their promotions, which is also a viable strategy for increasing sales.
That aside, the countdown email should feature an attention-grabbing subject line that lets subscribers know that things are drawing to a close.
Also, it is advisable for the body of the email to prominently feature a countdown clock that lets recipients know precisely how long they have left to buy. Given that this Cyber Monday email will be sent toward the end of the day, they won’t have much time left.
The countdown email should be extremely simple and straightforward and feature a large CTA for shoppers to get in before it’s too late.
Cyber Monday emails are one of the most crucial components of a merchant’s Cyber weekend strategy. Given that Cyber Monday has become a more significant revenue driver than even Black Friday, and email marketing is one of the most lucrative marketing tactics available to merchants, these emails should be given considerable attention.
To get the absolute most out of this insanely profitable weekend, it is vital that retailers begin formulating which Cyber Monday emails they will send out, creating compelling graphics and copy, segmenting their email lists and the other tasks that go into a successful campaign.
However, this can be somewhat burdensome amid all the other duties and undertakings necessary for retailers to prepare for the holiday season.
Ronald Dod is the Chief Marketing Officer and Co-founder of Visiture, an end-to-end eCommerce marketing agency focused on helping online merchants acquire more customers through the use of search engines, social media platforms, marketplaces, and their online storefronts. His passion is helping leading brands use data to make more effective decisions in order to drive new traffic and conversions.
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