The Thanksgiving weekend is make or break for retailers.
In 2021, virtually 180 million People shopped over the five-day interval, in accordance 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 procuring 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 improper.
That will help you out, I’ve raided our e-mail vault—containing actually tens of millions of e-mail campaigns from tons of of manufacturers—to search out the very best of the very best Cyber Monday e-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. Absolutely advertising and marketing such a gigantic procuring occasion must 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 could be an enormous sum, nevertheless it solely represents about 5 % 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 procuring durations—like Valentine’s Day, Halloween, and Mom’s Day—you’d begin your advertising and marketing 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 e-mail was despatched on November 28, 2021—a day earlier than Cyber Monday.)
That approach, you get to whip up some pleasure about your unbelievable promotion and provides prospects a cause to flock to your retailer on the massive day.
2. Levi’s: Begin Cyber Monday Early
Our e-mail inboxes are busy at the very best of occasions. However through the Thanksgiving weekend they’re like Occasions Sq. at 5 minutes to midnight on New Yr’s Eve.
In line with Marketing campaign Monitor, extra emails are despatched on Black Friday than some other 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 fantastic to tease Cyber Monday a pair days forward of time.
However one other method is to easily prolong your sale throughout the entire weekend, like Levi’s does on this instance:
This technique successfully allowed the denim model to beat the push 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 e-mail advertising and marketing campaigns is sort of like banging the bass drum in an orchestra: are available too early (or late) and also you’ll mess every part up.
However what’s the excellent time to ship your Cyber Monday emails?
As with every part on this planet of promoting, there are numerous colleges of thought on this challenge. However I all the time desire to let knowledge 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 attention-grabbing studying. Positive, it’s no massive shock {that a} ton of emails are despatched and opened from mid-afternoon to late night.
However what’s extra putting is the info for 12:00pm – 3:00pm. Simply 10 % of all Cyber Monday emails have been despatched throughout this three-hour window, but it was liable for 16.5 % of e-mail opens.
Or to place it one other approach, 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 and marketing emails.
However they’re nonetheless hungry for a deal, so that they rush to their inboxes throughout their lunch breaks, scrolling via all of the emails they obtained all through the morning whereas chowing down on a buffalo rooster wrap.
This tells me one factor: when you’re on the prime of the inbox at noon, there’s a robust likelihood your e-mail’s going to face out, as a result of there’s so much much less competitors to deal with.
Anthropologie obtained the timing proper with this Cyber Monday e-mail instance:
In fact, there’s an essential level to make right here: there’s multiple timezone on this planet.
In case your advertising and marketing workforce relies on the East Coast however most of your prospects are in California, make sure you issue within the time distinction to ensure your Cyber Monday e-mail arrives on the proper time.
4. e.l.f. Cosmetics: Provide Free Transport
You could be planning an unimaginable Cyber Monday promotion, providing prospects a 50 % low cost throughout all of your best-selling merchandise.
However I completely assure that in case your transport prices are too excessive, buyers will nonetheless abandon their carts.
In line with the Baymard Institute, the common cart abandonment fee stands at an astonishing 69.99. And the most important explanation for deserted carts? The price of necessary extras like transport, charges, and taxes.
Reality is, prospects don’t likepaying for transport. That’s not going to vary simply since you’re working a sitewide sale. If something, with each model below the Solar providing some type of low cost, there’s an excellent larger likelihood they’ll look elsewhere in case your transport prices are too excessive.
For that cause, it’s price taking a leaf from e.l.f. Cosmetics’ e book by providing free transport on Cyber Monday:
Clearly, not each retailer can assure free transport. Should you promote couches or fridges or elephant enclosures, it’s most likely not going to occur.
But when there’s any chance you may afford free transport, I’d suggest 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 a very good time to interrupt some dangerous 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 median open fee of simply 13.8 %.
To place that in context, Mailchimp says the common e-mail open fee throughout the yr, no matter business, stands at 22.71 %. That’s a drop of just about 9 share factors.
What’s my level right here?
Clearly, I’m not saying: “Don’t trouble sending Cyber Monday emails, nobody’s going to open them.”
As an alternative, I wished to emphasize that each one the competitors throughout the Thanksgiving weekend means it’s important to work further exhausting to win the press. Which means crafting an e-mail topic line that your viewers can’t assist however click on.
Standard knowledge says that one of the best ways to drive e-mail opens on key procuring days is to get particular. Inform folks concerning the unimaginable low cost you’re providing so that they perceive the worth of opening your e-mail.
Sadly, this is similar technique (just about) everybody else is utilizing.
As an instance my level, I carried out my very own (extremely unscientific) evaluation by trawling via a pair pages of Cyber Monday emails within the Drip vault. I found that 52 % of Cyber Monday emails I scrolled previous talked about a share low cost within the topic line or preview textual content.
Hanging your Cyber Monday marketing campaign on a share low cost is a race to the underside. Positive, you could be providing 40 % off. But when your competitor is working a 50 % low cost, why would anybody trouble opening your e-mail?
That’s why I’m satisfied that one of the best ways to enhance your Cyber Monday e-mail open fee is to put in writing an e-mail topic line that sparks curiosity.
The excellent news is that you simply don’t must get tremendous artistic. 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. Nevertheless it was intriguing sufficient to persuade me to click on.
6. Bonobos: Goal Final-Minute Cyber Monday Buyers
On a median on-line procuring day, you’d anticipate visitors ranges to drop off round early night. Most of us aren’t searching ASOS at midnight.
However Cyber Monday is something however regular. Knowledge from SaleCycle exhibits 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 straightforward: don’t simply ship a single Cyber Monday e-mail within the morning or at lunchtime and assume your work is completed. As an alternative, observe up with a reminder e-mail focusing on last-minute discount hunters, like this instance from Bonobos:
There are two key factors to speak in your last-ditch Cyber Monday e-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 shoppers are a grasping bunch.
Not solely can we anticipate huge financial savings on Cyber Monday, however plenty of us are nonetheless frantically trying to find presents the next day.
This level is demonstrated by Google Traits knowledge overlaying the times earlier than and after Cyber Monday 2021:
Unsurprisingly, the lion’s share of searches across the matter “Cyber Monday” befell 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 attention-grabbing is that barely extra searches befell on November 30—that’s, the day after Cyber Monday—than on November 28.
If individuals are nonetheless attempting to find 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 approach and a improper option to go about this.
The improper approach is to ship an e-mail early on Cyber Monday that successfully says: “No must rush, we’ve prolonged our sale for an additional week.”
Ship that e-mail and also you’ve instantly eradicated any sense of time strain out of your Cyber Monday promotion, giving prospects little incentive to purchase now.
There’s a very good likelihood 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 attractive provide. Similar 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 e-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 possibly can’t afford a dangerous Cyber Monday.
So would not it’s good when you may depend on an e-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.
