The Thanksgiving weekend is make or break for retailers.
In 2021, virtually 180 million People shopped over the five-day interval, in keeping with the Nationwide Retail Federation. That’s virtually 21 million greater than preliminary projections.
Historically, Cyber Monday—much less snappily often called the Monday after Thanksgiving—is barely the weekend’s third-biggest buying day, behind Black Friday and Small Enterprise Saturday:
However Cyber Monday sees a disproportionately excessive quantity of on-line gross sales, making it completely essential to ecommerce manufacturers. So that you merely can’t afford to get your messaging unsuitable.
That can assist you out, I’ve raided our electronic mail vault—containing actually tens of millions of electronic mail campaigns from a whole bunch of manufacturers—to search out one of the best of one of the best Cyber Monday electronic mail examples.
7 of The Greatest Cyber Monday E mail Examples We’ve Seen
1. Kylie Cosmetics: Tease Cyber Monday in Advance
Selling Cyber Monday is definitely fairly robust.
Given that buyers will splash out an estimated $11.2 billion on-line on the day this yr, that sounds a bit of counterintuitive. Certainly advertising such a gigantic buying occasion ought to be like promoting chewing gum at a baseball teaching conference?
However there’s an issue: as we’ve already seen, Cyber Monday is hardly a standalone occasion.
That $11+ billion in on-line spending may be an unlimited sum, but it surely solely represents about 5 p.c of whole on-line expenditure all through the vacation interval. And with the occasion coming sizzling on the heels of Black Friday, it’s exhausting to advertise Cyber Monday prematurely.
Give it some thought. With different key buying intervals—like Valentine’s Day, Halloween, and Mom’s Day—you’d begin your advertising push weeks forward of time. With Cyber Monday, you don’t have that luxurious.
Nonetheless, there’s nothing to cease you following Kylie Jenner’s lead by teasing your Cyber Monday sale a day or two prematurely:
(For context, this electronic mail was despatched on November 28, 2021—a day earlier than Cyber Monday.)
That method, you get to whip up some pleasure about your improbable promotion and provides prospects a cause to flock to your retailer on the large day.
2. Levi’s: Begin Cyber Monday Early
Our electronic mail inboxes are busy at one of the best of instances. However through the Thanksgiving weekend they’re like Instances Sq. at 5 minutes to midnight on New Yr’s Eve.
In keeping with Marketing campaign Monitor, extra emails are despatched on Black Friday than another day of the yr—and Cyber Monday isn’t far behind.
How on Earth do you anticipate your messaging to face out amid all that noise?
I’ve already identified the way it’s completely positive to tease Cyber Monday a pair days forward of time.
However one other method is to easily lengthen your sale throughout the entire weekend, like Levi’s does on this instance:
This technique successfully allowed the denim model to beat the frenzy by selling its Cyber Monday low cost from Saturday onwards.
And there’s one other much less apparent, however equally significant, profit: by spreading gross sales throughout the weekend, you successfully flatten the Cyber Monday peak, making it simpler to your web site and logistics infrastructure to deal with all the additional demand.
3. Anthropologie: Get the Timing Proper
Working electronic mail advertising campaigns is sort of like banging the bass drum in an orchestra: are available too early (or late) and also you’ll mess the whole lot up.
However what’s the good time to ship your Cyber Monday emails?
As with the whole lot on this planet of selling, there are numerous colleges of thought on this challenge. However I at all times favor to let information do the speaking.
So I’m grateful to SendGrid, which took the time to research the proportion of emails despatched and opened throughout eight three-hour time slots all through Cyber Monday 2021:
The findings make for fascinating studying. Positive, it’s no large shock {that a} ton of emails are despatched and opened from mid-afternoon to late night.
However what’s extra placing is the information for 12:00pm – 3:00pm. Simply 10 p.c of all Cyber Monday emails have been despatched throughout this three-hour window, but it was chargeable for 16.5 p.c of electronic mail opens.
Or to place it one other method, one in six Cyber Monday emails are opened between noon and three:00pm.
So what’s occurring right here?
It’s fairly easy actually. As you’re little doubt conscious, Cyber Monday isn’t a public vacation within the US. And the overwhelming majority of individuals—me excluded—don’t have the luxurious of spending their working hours studying advertising emails.
However they’re nonetheless hungry for a deal, so that they rush to their inboxes throughout their lunch breaks, scrolling by all of the emails they acquired all through the morning whereas chowing down on a buffalo rooster wrap.
This tells me one factor: should you’re on the prime of the inbox at noon, there’s a powerful probability your electronic mail’s going to face out, as a result of there’s rather a lot much less competitors to deal with.
Anthropologie obtained the timing proper with this Cyber Monday electronic mail instance:
In fact, there’s an necessary level to make right here: there’s multiple timezone on this planet.
In case your advertising group is predicated on the East Coast however most of your prospects are in California, make sure you issue within the time distinction to verify your Cyber Monday electronic mail arrives on the proper time.
4. e.l.f. Cosmetics: Supply Free Transport
You may be planning an unimaginable Cyber Monday promotion, providing prospects a 50 p.c low cost throughout all of your best-selling merchandise.
However I completely assure that in case your delivery prices are too excessive, consumers will nonetheless abandon their carts.
In keeping with the Baymard Institute, the common cart abandonment price stands at an astonishing 69.99. And the most important reason for deserted carts? The price of necessary extras like delivery, charges, and taxes.
Reality is, prospects don’t likepaying for delivery. That’s not going to alter simply since you’re working a sitewide sale. If something, with each model beneath the Solar providing some kind of low cost, there’s an excellent larger probability they’ll look elsewhere in case your delivery prices are too excessive.
For that cause, it’s value taking a leaf from e.l.f. Cosmetics’ e book by providing free delivery on Cyber Monday:
Clearly, not each retailer can assure free delivery. In the event you promote couches or fridges or elephant enclosures, it’s most likely not going to occur.
But when there’s any chance you’ll be able to afford free delivery, I’d advocate giving it a attempt on Cyber Monday. Even when it means providing a barely much less aggressive low cost to stability the books.
5. Glow Recipe: Spark Curiosity to Drive E mail Opens
Now that I’ve received you spherical with just a few scintillating insights, I really feel it’s time to interrupt some unhealthy information:
Cyber Monday emails have fairly dreadful open charges.
Omnisend analyzed tens of millions of emails despatched between November 25 and December 2, 2020. Those who contained the time period “Cyber Monday” within the topic line noticed a mean open price of simply 13.8 p.c.
To place that in context, Mailchimp says the common electronic mail open price throughout the yr, no matter trade, stands at 22.71 p.c. That’s a drop of just about 9 proportion factors.
What’s my level right here?
Clearly, I’m not saying: “Don’t hassle sending Cyber Monday emails, nobody’s going to open them.”
As an alternative, I needed to emphasize that every one the competitors throughout the Thanksgiving weekend means you must work additional exhausting to win the press. Which means crafting an electronic mail topic line that your viewers can’t assist however click on.
Standard knowledge says that one of the simplest ways to drive electronic mail opens on key buying days is to get particular. Inform folks concerning the unimaginable low cost you’re providing so that they perceive the worth of opening your electronic mail.
Sadly, this is identical technique (just about) everybody else is utilizing.
For instance my level, I carried out my very own (extremely unscientific) evaluation by trawling by a pair pages of Cyber Monday emails within the Drip vault. I found that 52 p.c of Cyber Monday emails I scrolled previous talked about a proportion low cost within the topic line or preview textual content.
Hanging your Cyber Monday marketing campaign on a proportion low cost is a race to the underside. Positive, you may be providing 40 p.c off. But when your competitor is working a 50 p.c low cost, why would anybody hassle opening your electronic mail?
That’s why I’m satisfied that one of the simplest ways to enhance your Cyber Monday electronic mail open price is to write down an electronic mail topic line that sparks curiosity.
The excellent news is that you just don’t must get tremendous inventive. Simply take a look at this straightforward topic line from Glow Recipe:
It tells us completely nothing concerning the phrases of Glow Recipe’s Cyber Monday sale—or whether or not the model is providing a reduction in any respect. But it surely was intriguing sufficient to persuade me to click on.
6. Bonobos: Goal Final-Minute Cyber Monday Customers
On a mean on-line buying day, you’d anticipate visitors ranges to drop off round early night. Most of us aren’t looking ASOS at midnight.
However Cyber Monday is something however regular. Knowledge from SaleCycle reveals that visitors volumes don’t decelerate in any respect because the day goes on. Actually, they peak at 9pm and are nonetheless fairly excessive at 11pm:
The takeaway right here is easy: don’t simply ship a single Cyber Monday electronic mail within the morning or at lunchtime and assume your work is finished. As an alternative, comply with up with a reminder electronic mail concentrating on last-minute cut price hunters, like this instance from Bonobos:
There are two key factors to speak in your last-ditch Cyber Monday electronic mail:
- Reiterate the financial savings on provide
- Remind prospects that your sale is ending quickly
Get it proper and you’ll convert these last-minute browsers into paying prospects.
7. The Frye Firm: Unveil a Cyber Monday Extension
We customers are a grasping bunch.
Not solely can we anticipate large financial savings on Cyber Monday, however a number of us are nonetheless frantically looking for presents the next day.
This level is demonstrated by Google Developments information overlaying the times earlier than and after Cyber Monday 2021:
Unsurprisingly, the lion’s share of searches across the subject “Cyber Monday” happened on Cyber Monday. And, as you’d anticipate, there was additionally a wholesome quantity of exercise within the couple days previous the occasion.
However what’s most fascinating is that barely extra searches happened on November 30—that’s, the day after Cyber Monday—than on November 28.
If persons are nonetheless looking for offers after the occasion, why not give them what they need by extending your Cyber Monday promotion? That’s exactly what The Frye Firm does right here:
There’s a proper method and a unsuitable strategy to go about this.
The unsuitable method is to ship an electronic mail early on Cyber Monday that successfully says: “No must rush, we’ve prolonged our sale for one more week.”
Ship that electronic mail and also you’ve instantly eradicated any sense of time stress out of your Cyber Monday promotion, giving prospects little incentive to purchase now.
There’s probability they’ll file that info away in the back of their thoughts then return to their inbox, the place they’ll instantly discover one other engaging provide. Identical to that, you’ve misplaced a sale.
As an alternative, unveil your extension late within the day, and even higher the day after. The Frye Firm despatched its electronic mail at lunchtime on November 30, giving it loads of alternative to drive a bunch of additional gross sales with out damaging its efficiency on Cyber Monday itself.
Maximize Cyber Monday Gross sales With Drip
You’ll be able to’t afford a unhealthy Cyber Monday.
So would not it’s good should you might depend on an electronic mail, SMS, and automation platform that’s constructed round maximizing income?
Drip is that platform.
Our instruments can help you simply craft on-brand emails and create money-making automations in just some clicks, from gross sales bulletins to cart abandonment emails to post-purchase campaigns.
See for your self by signing up to your 14-day free trial.
