The Thanksgiving weekend is make or break for retailers.
In 2021, virtually 180 million People shopped over the five-day interval, based on 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 simply 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 incorrect.
That will help you out, I’ve raided our e-mail vault—containing actually tens of millions of e-mail campaigns from a whole lot 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 customers will splash out an estimated $11.2 billion on-line on the day this 12 months, that sounds a little bit counterintuitive. Certainly advertising such a gigantic procuring occasion needs 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 is perhaps an enormous sum, however 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 arduous to advertise Cyber Monday upfront.
Give it some thought. With different key procuring 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 upfront:
(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 improbable promotion and provides clients a purpose 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 in the course of the Thanksgiving weekend they’re like Occasions Sq. at 5 minutes to midnight on New 12 months’s Eve.
In response to Marketing campaign Monitor, extra emails are despatched on Black Friday than some other day of the 12 months—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 strategy 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 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 in your web site and logistics infrastructure to deal with all the additional demand.
3. Anthropologie: Get the Timing Proper
Working e-mail advertising campaigns is type of like banging the bass drum in an orchestra: are available too early (or late) and also you’ll mess every little thing up.
However what’s the good time to ship your Cyber Monday emails?
As with every little thing on this planet of promoting, there are numerous faculties of thought on this problem. However I all the time want to let information do the speaking.
So I’m grateful to SendGrid, which took the time to investigate 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 had 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 question conscious, Cyber Monday isn’t a public vacation within the US. And the overwhelming majority of individuals—me excluded—don’t have the posh of spending their working hours studying advertising emails.
However they’re nonetheless hungry for a deal, in order 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 hen wrap.
This tells me one factor: for those who’re on the prime of the inbox at noon, there’s a robust probability your e-mail’s going to face out, as a result of there’s quite a bit much less competitors to deal with.
Anthropologie obtained the timing proper with this Cyber Monday e-mail instance:
After all, there’s an vital level to make right here: there’s a couple of timezone on this planet.
In case your advertising workforce is predicated on the East Coast however most of your clients are in California, be sure you issue within the time distinction to verify your Cyber Monday e-mail arrives on the proper time.
4. e.l.f. Cosmetics: Supply Free Delivery
You is perhaps planning an unimaginable Cyber Monday promotion, providing clients 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 response to 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 obligatory extras like transport, charges, and taxes.
Truth is, clients don’t likepaying for transport. That’s not going to alter simply since you’re operating a sitewide sale. If something, with each model below the Solar providing some form of low cost, there’s a good higher probability they’ll look elsewhere in case your transport prices are too excessive.
For that purpose, it’s value taking a leaf from e.l.f. Cosmetics’ guide by providing free transport on Cyber Monday:
Clearly, not each retailer can assure free transport. In the event you promote couches or fridges or elephant enclosures, it’s most likely not going to occur.
But when there’s any risk you possibly can afford free transport, I’d suggest giving it a strive 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 gained you spherical with a number of scintillating insights, I really feel it’s a very good 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 median open price of simply 13.8 %.
To place that in context, Mailchimp says the common e-mail open price throughout the 12 months, no matter trade, stands at 22.71 %. That’s a drop of virtually 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 wished to emphasize that every one the competitors throughout the Thanksgiving weekend means it’s a must to work further arduous 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 the easiest way to drive e-mail opens on key procuring days is to get particular. Inform individuals in regards to the unimaginable low cost you’re providing in order that they perceive the worth of opening your e-mail.
Sadly, this is identical technique (just about) everybody else is utilizing.
As an example 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 % 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 is perhaps providing 40 % off. But when your competitor is operating a 50 % low cost, why would anybody hassle opening your e-mail?
That’s why I’m satisfied that the easiest way to enhance your Cyber Monday e-mail open price 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 inventive. Simply have a look at this straightforward topic line from Glow Recipe:
It tells us completely nothing in regards to 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 shopping ASOS at midnight.
However Cyber Monday is something however regular. Information from SaleCycle exhibits that visitors volumes don’t decelerate in any respect because the day goes on. In actual fact, 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 finished. As an alternative, comply with 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 supply
- Remind clients that your sale is ending quickly
Get it proper and you may convert these last-minute browsers into paying clients.
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 a lot of us are nonetheless frantically looking for presents the next day.
This level is demonstrated by Google Developments information protecting the times earlier than and after Cyber Monday 2021:
Unsurprisingly, the lion’s share of searches across the subject “Cyber Monday” occurred 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 occurred on November 30—that’s, the day after Cyber Monday—than on November 28.
If persons are nonetheless trying 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 incorrect solution to go about this.
The incorrect 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 stress out of your Cyber Monday promotion, giving clients little incentive to purchase now.
There’s a very good probability they’ll file that data away behind their thoughts then return to their inbox, the place they’ll instantly discover one other attractive supply. 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 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 unhealthy Cyber Monday.
So would not or not it’s good for those who might depend on an e-mail, SMS, and automation platform that’s constructed round maximizing income?
Drip is that platform.
Our instruments let 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 in your 14-day free trial.
