The Thanksgiving weekend is make or break for retailers.
In 2021, virtually 180 million Individuals 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 generally known as 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 mistaken.
That can assist you out, I’ve raided our e-mail vault—containing actually hundreds of thousands 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 Electronic 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 little bit counterintuitive. Absolutely 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 likely to be an enormous sum, but it surely solely represents about 5 % of complete 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 prematurely.
Give it some thought. With different key procuring durations—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 e-mail was despatched on November 28, 2021—a day earlier than Cyber Monday.)
That means, you get to whip up some pleasure about your implausible promotion and provides prospects a motive 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 Instances Sq. at 5 minutes to midnight on New Yr’s Eve.
Based on Marketing campaign Monitor, extra emails are despatched on Black Friday than every 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 superb 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 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
Operating 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 thing up.
However what’s the good time to ship your Cyber Monday emails?
As with every thing on the earth of promoting, there are numerous colleges of thought on this challenge. However I all the time favor to let knowledge do the speaking.
So I’m grateful to SendGrid, which took the time to research the share of emails despatched and opened throughout eight three-hour time slots all through Cyber Monday 2021:
The findings make for fascinating studying. Certain, it’s no huge 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 % of all Cyber Monday emails had been despatched throughout this three-hour window, but it was accountable for 16.5 % of e-mail opens.
Or to place it one other means, one in six Cyber Monday emails are opened between noon and three:00pm.
So what’s happening 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 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 via all of the emails they obtained all through the morning whereas chowing down on a buffalo rooster wrap.
This tells me one factor: should you’re on the high of the inbox at noon, there’s a robust likelihood your e-mail’s going to face out, as a result of there’s loads much less competitors to cope with.
Anthropologie received the timing proper with this Cyber Monday e-mail instance:
After all, there’s an necessary level to make right here: there’s multiple timezone on the earth.
In case your advertising staff is predicated 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 Delivery
You is likely to be planning an unbelievable Cyber Monday promotion, providing prospects a 50 % low cost throughout all of your best-selling merchandise.
However I completely assure that in case your delivery prices are too excessive, buyers will nonetheless abandon their carts.
Based on the Baymard Institute, the typical cart abandonment fee stands at an astonishing 69.99. And the largest reason for deserted carts? The price of obligatory 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 type of low cost, there’s a good better likelihood they’ll look elsewhere in case your delivery prices are too excessive.
For that motive, it’s value taking a leaf from e.l.f. Cosmetics’ ebook by providing free delivery on Cyber Monday:
Clearly, not each retailer can assure free delivery. For those who promote couches or fridges or elephant enclosures, it’s in all probability not going to occur.
But when there’s any chance you possibly can afford free delivery, I’d advocate 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 Electronic mail Opens
Now that I’ve received you spherical with a number of scintillating insights, I really feel it’s a superb time to interrupt some unhealthy information:
Cyber Monday emails have fairly dreadful open charges.
Omnisend analyzed hundreds of thousands of emails despatched between November 25 and December 2, 2020. People who contained the time period “Cyber Monday” within the topic line noticed a mean open fee of simply 13.8 %.
To place that in context, Mailchimp says the typical e-mail open fee throughout the yr, no matter business, stands at 22.71 %. That’s a drop of virtually 9 share 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 each one the competitors throughout the Thanksgiving weekend means you need to work additional arduous to win the clicking. Meaning crafting an e-mail topic line that your viewers can’t assist however click on.
Typical knowledge says that one of the best ways to drive e-mail opens on key procuring days is to get particular. Inform individuals in regards to the unbelievable low cost you’re providing so that they perceive the worth of opening your e-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 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. Certain, you is likely to be providing 40 % off. But when your competitor is working a 50 % low cost, why would anybody hassle 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 just don’t have to get tremendous artistic. 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. 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 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. In reality, 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, observe up with a reminder e-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 e-mail:
- Reiterate the financial savings on supply
- Remind prospects that your sale is ending quickly
Get it proper and you may 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 will we anticipate huge financial savings on Cyber Monday, however numerous us are nonetheless frantically looking for gives the next day.
This level is demonstrated by Google Traits knowledge protecting the times earlier than and after Cyber Monday 2021:
Unsurprisingly, the lion’s share of searches across the matter “Cyber Monday” passed off 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 passed off on November 30—that’s, the day after Cyber Monday—than on November 28.
If persons 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 means and a mistaken solution to go about this.
The mistaken means is to ship an e-mail early on Cyber Monday that successfully says: “No have to 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 superb likelihood they’ll file that data away behind their thoughts then return to their inbox, the place they’ll instantly discover one other engaging supply. 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 may’t afford a unhealthy Cyber Monday.
So would not it’s good should you 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 only a few 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.
