It’s that time of the year again, the holiday season, and while most people associate it with family, friends, and good food, to marketers it means something much different: shopping season.
The Holiday Season for E-Commerce Marketers
Black Friday and Cyber Monday account for two of the largest shopping days of the year, and that means e-commerce marketing teams need to pull out all the stops. And while Black Friday brick and mortar sales are stagnating, Cyber Monday dollars are pouring in, totaling over $3.19 billion in 2015, up from $2.59 billion in 2014. With both desktop and mobile sale dollars up, Cyber Monday shows no signs of slowing down this year.
Here is a look at some of the best Cyber Monday campaigns from the past few years:
This campaign works for a couple reasons. The first is, of course, that it clearly spells out the promotion and why it matters to consumers. ModCloth’s subject line of “What’s on sale? Anything and everything.” answers any consumer questions before they even open the email. The tagline “Shop Before it Ends” creates a sense of urgency that there are only a few of everything on sale. ModCloth’s use of glittery rainbow words also proves they know their audience’s aesthetic tastes.
For a brand like Kohl’s, known for deals throughout the year, it can be difficult to focus a campaign on a single day. This marketing campaign is a winner due to the way it seamlessly combines all of the week’s promotions in a single spot, to keep them at the top of consumer’s minds. Kohl’s also makes sure to call out how many deals there are (over 500!) and drills the promo codes (CYBERWEEK) into the viewer’s mind.
This campaign addresses a strategy that will be huge in 2016: mobile. In past years, nearly 40% of all online traffic came from mobile devices (and mobile Cyber Monday sales grew 38% in 2015 alone!). Aldo capitalized on this trend to their benefit, using clear design tips for maximum mobile conversion: easy-to-understand copy, clear CTAs, and the same deals as were available in-store.
This one is a little tongue-in-cheek, since Target’s website actually crashed for almost an hour on the last Cyber Monday due to too much traffic. The reason this avenue was so flooded with consumers is Target’s stellar digital, social, and traditional email marketing campaigns leading up to Cyber Monday.
Target really embraced social media during the holiday shopping season, introducing Snapchat Geofilters, Facebook events, and Instagram sponsored ads throughout the busy weekend. If there is anything a busy e-commerce marketer knows, it’s that customers are the best advocates, and social media is the easiest way for them to reach their followers who may soon be new customers.
On this Cyber Monday, we’re wishing retailers out their plenty of success, and we look forward to seeing who we might be able to add to future versions of this list!
What are some of the best campaigns you’ve seen this year? Tweet us @Emarsys and let us know! And happy holidays from all of us at Emarsys!