Although I do enjoy online shopping, I’m not a huge Cyber Monday participant. Go figure. And even though I may not grab those “exclusive one-day” deals, I love checking out the email advertisements, especially what types of tactics marketers use to get someone to open the email.
I know, I know. You probably felt inundated by the ridiculous amounts of retail emails yesterday. Sure, it can be overwhelming, but I opted in and as an online marketer, it’s the one day out of the year that I can gather insight from a retailer’s email strategy. Sure, there are some annoying aspects but there were also some little gems!
What Worked
+Subject lines that maxed out near 50 characters.
These quick subject lines also included the offer, but not just any offer – it was the best available offer. Some retailers did the whole 30%, 40% & 50% shtick within the email. Some even included Free Shipping. Subject line? 50% + Free shipping, or something along those lines.
+Timing of Emails – yes, that’s emailS.
A few reminder emails were sent from several companies, and the spacing of those daily emails, the helpful reminder to let you know only a few hours remained, was strategic and not overwhelming. Sure, I remembered I received a previous email or two, but that little reminder in the email inbox caught my eye and put that retailer back on my brain.
+Limiting the Reminders.
Okay, although the reminders helped, the emails were limited and spaced apart. I received a maximum of three emails from a single retailer. Morning – Afternoon – Evening. Just enough to keep me reminded and not force me to opt out.
What Didn’t Work
+Sending One Email.
This one day is such an exception. Sending a reminder about your online sale is forgivable today.
+Subject Lines Without an Offer/Sense of Urgency.
Reminding me that today was Cyber Monday was the “no, duh!” moment of day, and it happened before 9 a.m. I passed this one by and opened it later.
What Didn’t Matter
+Gmail Tabs.
All of those lovely emails plopped right on into the Promotions tab. Not one was ignored, and this is where they belonged in order to keep the sanity of those less crazy folks that may not want to read or see all of these promotions at once. If they want to see and are interested, they will get to them and they know HOW to get it, especially on Cyber Monday. {However, if you haven’t asked or instructed your opt-ins about permanently adding your future emails to the main tab, check out these instructions and helpful examples.}
What were a few of your favorite emails from yesterday? Or did you opt out of opening?
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December 6, 2013[…] the marketing mind, my excitement for Cyber Monday email marketing seemed to pop […]
Crystal @ Dreams, etc.
December 8, 2013It’s interesting to read your thoughts about the marketing emails based on your marketing background. I was actually incredibly annoyed by all of the emails that I received. I think I would have been less annoyed if I had received only one from retailers, but because I received multiple emails from retailers throughout the day I opened emails on Tuesday only so that I could unsubscribe from their mailing lists.
annehnert
December 9, 2013That’s a bummer! Definitely a different perspective 🙂 Did you /do you shop on Cyber Monday?