Cyber Monday and Black Friday drive over $20 billion in sales. Businesses must prepare for the big sales extravaganza to provide a seamless shopping experience. These five things can help.
Black Friday and Cyber Monday (BFCM) are just around the corner. Are you ready? Last year, online shoppers in the US spent $11.3 billion on Cyber Monday alone. That’s 5.8% more than in 2021. And 2023 is projected to drive record revenue - $12 billion for Cyber Monday and $9.6 billion for Black Friday.
If you’re not ready for BFCM, here are five things you can do to prepare for the biggest shopping event of the season.
Before you do anything else, get your BFCM email campaign in order. Open rates increase by 6% during the shopping season, so you better be ready to take advantage of this opportunity.
Start with email capture.
If you want to boost subscribers leading up to BFCM:
After optimizing your email capture process, you can focus on the most critical components of your Cyber Monday and Black Friday email marketing strategies: segmentation and content.
Targeted email messages can skyrocket your click-through rate to 41%. To maximize the power of personalization, segment your list based on:
With a Digioh quiz, you can segment your list based on quiz results and send messages tailored to each subscriber’s preferences.
Now that your list is in order, shift your focus to creating targeted email content for each segment.
For example, if you segment your list based on purchase history, recommend products similar to ones they’ve already purchased.
In the days leading up to BFCM, consider sending:
Personalization is awesome. But it means nothing if no one is opening your emails. Here are some tips from the Digioh team to boost your open rates:
Email continues to be a heavy driver of sales during BFCM, so it’s worth investing the time in optimizing your campaigns for this year. In fact, Klaviyo’s 2022 BFCM Aftermath Report found that brands generated $2.2B in revenue from their email campaigns over the holiday weekend.
Pop-ups and banners are great ways to promote your BFCM sales and offers. Take advantage of them!
Keep your copy short and simple. Convey the value you’re offering, and create a sense of urgency to entice shoppers to buy now.
Need inspiration for your creatives? Check out the examples below.
Pop-ups are a great opportunity to get your brand’s messaging in front of buyers. And during BFCM, visitors to your site won’t mind pop-ups because you’re offering amazing deals. If the shopper does leave your site - and they have something in their cart - an abandonment email can recapture the potential lost sale.
Let’s see how.
Cart abandonment is a major problem for e-commerce companies. Nearly 70% of carts are abandoned, but there’s so much opportunity to recapture these sales.
You’re competing to capture a portion of the $281 billion in global sales during Cyber Week. You can recapture some of these potentially lost sales due to cart abandonment by creating:
Imagine this scenario:
You could send out an abandonment email on the Thursday before Black Friday that reminds them of their abandoned cart with a special BFCM discount code to buy the product now.
By strategically sending cart abandonment emails and adding a nice deal into the mix, you’ll make a sale that may have otherwise gone to your competitor.
If you’re selling apparel or items that may cause customer friction during the purchasing process, a fit finder quiz may help you convert lost sales. Add a link to the quiz in your abandonment email.
Black Friday marketing - or the entire holiday season - can be derailed by a poor customer experience through your sales funnel. If you’ve ever shopped on Black Friday or Cyber Monday, think about the frustration of:
Retailers have even adapted to these hiccups by extending their sales from one or two days to entire weeks. Some retailers are now offering their deals on Thursday rather than Friday to slow the rush of people to their sites and avoid losing sales.
You should perform a quick test of your site and sales funnel by:
If you prep your site ahead of time, you’ll increase your odds of a seamless customer experience. You might even want to consider payment friction. Adding a financing option for larger purchases or adding “buy now, pay later” options may be something to discuss.
Before the sales start rushing in, you’ll want to work on one final thing: customer support overload.
Your Cyber Monday and Black Friday marketing strategy must focus on customer experience and support. Consumers are gearing up for great deals, but if you fail on the support end, you may lose a long-term customer.
Salesforce found that 88% of customers believe that experience is as important as the products they buy.
You’ve prepped your website for a seamless customer experience, but you need to ramp up your service in a few ways:
Spending the time and resources to improve your customer support is an investment in your company’s future, too.
Automation and AI are crucial in customer service because you need resources to reply to calls, emails, and chats. If you don’t offer fast responses, you risk losing a sale to competitors because shoppers want to take advantage of BFCM deals.
Preparing your BFCM marketing by solidifying your quizzes, marketing materials, and support channels will help you provide the best customer experience possible. If you’re still prepping for the hottest shopping week of the year, be sure to follow our five recommendations above.
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