It’s coming. Yes, winter… but even bigger in the eCommerce world: Black Friday and Cyber Monday. With just over two weeks until Thanksgiving, you’ve probably given some thought to the discounts you’ll be offering, and hopefully begun teasing or announcing them to your email subscribers to make the most of this high-volume sales opportunity.
In our recent webinar we discussed how you can leverage your existing consumer base to capitalize at the end of this month. Just as storefronts begin to crowd with eager, early shoppers on Thanksgiving, your customer’s inboxes are already crowded with messages from retailers eager to stay top of mind... So how do you stand out among the flashy emails and super sale subject lines?
Here are a few different ways to engage your subscribers this season that are super easy to set-up before Black Friday and Cyber Monday kick off.
1. Personalized Notifications
If you have a wave of different discounts you’re rolling out throughout the day or weekend, offer to notify your subscribers when each sale will begin. That way, potential customers who are particularly interested in a specific category or discount won’t miss your offer.
Using landing pages, have subscribers opt-in for an email-notification so they won’t miss the fun when it begins. You can link to this page from email, with a call to action to sign up for notifications. Keep the page simple by having their email pre-filled, and let them quickly select which deals they would like. Then simply schedule your email notification to send right when the event begins – and let the sales roll in!
2. Cyber Week
If you would love to compete with the big box online retailers, but know you might have a hard time competing for traffic, why not extend the sale to your subscribers for an additional period of time? Instead of limiting your offer to one day and missing potential conversions, incentivize your leads and customers by offering an exclusive week-long sale. Try different deals each day to maximize opportunities – one product or discount may be attractive to part of your customers, while another deal could convert others.
3. Price Match
Cyber Monday shoppers have the unique ability to price compare with competitors at the time of purchase, so offering a price match tool to keep shoppers on-site could be a key to not losing the traffic you worked hard to attract. Black Friday shoppers also have ample time to look around for the best deals before the day comes, so you’ll want to communicate this advantage to them early-on.
Price or deal matching ensures you won’t be beat out by any better offers in your industry – but keep in mind, you’ll have to factor in your costs and also the Black Friday/ Cyber Monday discounts your competitors are simultaneously offering. If you can afford to price match competitor’s deals, this is an easy win to keep your customers purchasing through your site if they’re already there.
Setup a simple embedded form on your site where shoppers can provide a link to the same product at a lower price. Then be ready to review these links, and reply quickly to the request with a coupon for the difference in price.
4. Mystery Coupons
While not a new idea in the realm of eCommerce, offering a mystery discount requires an action from your lead. Curious to find out what their mystery discount will be, subscribers are willing to click through to your site to uncover their discount – and getting these leads to your site is the ultimate goal and challenge during the holidays.
For an added benefit, give them a large discount but be sure it requires a minimum order amount so you can increase your AOV during this time. Or, part of the mystery deal could be rewarding customers with a shopping pass, so they will come back to shop again during a set period of time.
5. Cyber Monday Partners
If you have any notable partners, see if they'll give their employees time to shop on Cyber Monday. It's a work perk if they think about it, and since people are going to do it anyway it may behoove them to set an allotted time to shop. If your partners are game for it, give them an exclusive shopping pass on that day at your site that they can use during their free shopping hour. If your partner is also a eCommerce site, you can deal swap and give your employees a perk too.
While you might be able to use these ideas throughout the year, implementing these quick and easy concepts now is sure to add a bit more to your current Black Friday and Cyber Monday marketing plan, and help convert traffic at crest of the holiday season.
Next: Prepare Your eCommerce Marketing for Black Friday and Cyber Monday - free Webinar from Privy