It wasn’t that long ago that people were getting pummeled and trampled by other humans trying to nab crazy Black Friday deals somewhere in middle America. Luckily, with Spently, your customers can access the best Black Friday and Cyber Monday discounts directly from their inbox, and avoid having their face stepped on. Oh, what fun!
Black Friday’s kind of a big of deal around here
A decade ago, the first Sunday of December was considered the busiest shopping day of the year. But, as of 2014, Black Friday took its place. In the United States, Black Friday marks the official start to the holiday shopping season, a trend that Canada has since adopted. However, Black Friday is no longer just a day or weekend any more, it’s become a shopping event that extends over the whole holiday season.
One consumer study found that over half (54%) of respondents reported first seeing Black Friday deals on or before the second week in November. And, of those who purchased a Black Friday deal, 43% began buying before the Black Friday weekend. This finding supported the study’s prediction that Black Friday would continue to diffuse into an ongoing cycle of deals from late October through to Boxing Week.
Existing customers matter, a lot.
Newton’s first law states that an object in motion tends to stay in motion, and although it may seem like a stretch to apply that law to online consumer behaviour, studies show that it’s actually 14x easier to sell to an existing customer than a new one. That means, if someone has already encountered your brand and products, marketing to that existing customer-base is more likely to bring a higher ROI than marketing to prospective customers. With Canadians increasingly browsing and buying from online stores for Black Friday sales, it’s critical to engage this captive audience in order to take advantage of extended Black Friday and Cyber Monday shopping “events”.
Email (still) does it better
Despite the ever-increasing popularity and use of social media sites like Facebook, Twitter, and Snapchat, email still remains one of the best and most effective ways to reach your customers and interact with them on a one-on-one basis. In fact, email is 40 times more effective even at acquiring new customers than Facebook or Twitter. Young consumers, in particular, prefer that you engage with them by sending them emails. 73% of millennials identify email as their preferred means of business communication. You are 6x more likely to get a click-through from an email campaign than you are from a tweet. And, for every $1 spent, email marketing generates $38 in ROI!
Optimize your emails for better ROI
With consumers’ inboxes constantly being flooded with emails, making sure your brand stands out doesn’t come without its challenges. However, transactional emails have 8x more opens and clicks than any other type of email, and can generate 6x more revenue. Since customers are already opening these emails at a greater rate, optimizing the emails with personalized messaging, graphics, and CTA buttons will help drive repeat sales and generate brand loyalty. This could help increase your total sales by an average of 15%!
Don't forget to re-engage customers who took advantage of one of your Black Friday promotions by upselling or cross-selling them a few days later on Cyber Monday.
Offer additional product recommendations based on their Black Friday purchase, and include limited-time promo codes urging the customer to “Act Fast” before Cyber Monday is over. Based on their engagement during Black Friday and Cyber Monday, you can then further target them during the rest of the holiday shopping season - and even into the New Year.
Additionally, Spently's easy yet powerful eCommerce tools allows you to create Abandoned Cart Emails that are automatically sent to anyone who adds an item to their shopping cart, but leaves your website before completing their purchase. You can add urgency or scarcity messaging, additional product recommendations, or promotions to these emails as well, enticing your customer to complete their purchase.
Persuade new customers with personalization
People are much more likely to buy when you send a personalized email. Customizing and personalizing your store emails is painless and easy when you use Spently's beautiful templates. Simple drag-and-drop features allow you to quickly and easily add images, buttons, and copy directly into your designs, customizing your email with extended Black Friday promotions, product recommendations, and helpful tips for the holidays.
Draw in prospective customers from your blog content or email offer subscriptions with a Welcome Email.
This helps set a stellar first impression of your brand even before they’ve made their first purchase. A Welcome Email helps establish trust and generates excitement for the season and what you have to offer. Be sure to include a mixture of educational content, first-time offers and discounts, as well as product highlights and stories about your brand. All of this will help turn a lead into a sale, and eventually, a repeat customer, and maybe even loyal brand ambassador.
Help your customers help themselves this Black Friday and Cyber Monday by not having them in line for hours at the mall, and potentially getting trampled on of course. Serve them well with beautiful, well-crafted and thoughtful optimized emails that make their season bright, and make your sales shoot through the roof!