3 Must-Send Emails This Holiday Season

It’s no secret that Black Friday doorbusters and Cyber Monday steals are essential in driving online sales and boosting foot traffic in stores. Adobe Analytics reported that consumers spent nearly $20 billion online from Thanksgiving Day through Cyber Monday in 2017. This 15 percent increase in e-commerce sales from 2016 is sure to continue to skyrocket this coming season-of-giving.
Thanksgiving Weekend Online Sales

While there’s no sign of the biggest shopping weekend of the year losing its luster, retailers must work harder than ever to bring holiday cheer to customers. The highly-anticipated kickoff to the holidays is now a five-day shopping spree full of discounts and perks, with the competition getting stronger and stronger. Similarly, buyers are savvy and efficient, searching for the best deals at the best times.

Worried about how you’re going to stand out amongst the flurry of ugly sweater party invitations, festive e-cards and competitor promotions? Need some holiday hacks to send your 2018 sales soaring?

We’re sharing our 3 must-send emails to help make it your best year yet:

1. Give the VIP Treatment: Exclusive Preview Sales

In the spirit of giving, offer last year buyers a chance to beat the holiday rush and feature exclusive pre-Black Friday offers. Targeted sneak-peeks, such as Sephora’s annual VIB event for their loyalty club members, are a great way to excite existing customers with an incentive to buy now.

Offer secret promo codes, private events, save-the-date invites, product previews, gift-with-purchase giveaways, and flash-sales to your faithful mailing list. Exclusive early-bird sales are sure to impress loyal shoppers and increase impressions.

Encourage current customers to spread the joy by extending additional discounts when they invite their friends and family to shop. After all, everyone loves a little VIP treatment and it just might be the added edge needed to get ahead of the pack.

T.J. Maxx  Sephora

2. Checkin’ It Twice: Reminder Emails

Check your list twice and resend your Black Friday and Cyber Monday specials to non-responders and non-openers. Don’t be hesitant of opt-outs and unsubscribers when sending a friendly follow-up. Trust us, they’re expecting holiday bargains. Email resends ensure your email stays at the top of inboxes and top of mind – especially for those last-minute shoppers. Feature countdowns, early deals, and surprise extended discounts to draw attention and engage customers.

Unsure of when and how often to send reminders for these major shopping days? Some retailers send between two and four emails a day throughout the weekend’s blizzard of bargains. Check out our tips for planning your Black Friday and Cyber Monday cadence to find your sweet spot for holiday sends.

Paper Source sent this first email on Dec. 13, then sent the resend on Dec. 15.


3. The Final Countdown: Last Day to Ship

The holidays always arrive sooner than busy buyers expect. Leading marketplaces, such as Amazon, created an expectation that shipping should be immediate (2 days or less!) and often free. Send a last chance to ship notice to create a sense of urgency and encourage shoppers to mark off the last few things on their list.

Providing a deadline increases conversion and gives customers peace of mind that their purchases will make it under the tree. Is your customer service center swamped with shipping inquiries? Consider creating a shipping deadline landing page like Rifle Paper Co.

Rifle Paper Co.   Mud Pie

Stand Out This Holiday Season

With so many campaign initiatives and promotional announcements during the holidays, test to see what works best for your brand and audience.

For example, if you’re not announcing hot new items or a can’t beat deal, consider removing recent buyers from the next round of holiday messages. Or, if your subscribers adore being showered with sales and steals, increase your frequency with gift guides and daily deals.

Over the whole thing? Looking for creative ideas that aren’t your typical cookie-cutter holiday campaigns? Check out our post on Anti-Black Friday and Cyber Monday emails for some out-of-the-box email inspiration.