Last year we pointed out some of retail’s best Black Friday email campaigns and there were some really creative ideas. This year, retailers have started as early as November 1st to get customers ready for Black Friday deals. Amazon, for example, sent out a countdown email to Black Friday deals. While the email didn’t have a lot of deals in it, it was personalized and it prompted you to download their mobile app so you could see upcoming deals. Plus it did a great job of tying in their other products showcasing Amazon Prime benefits and Amazon Echo features (Alexa app).
Amazon – [Your name] Black Friday Deals Countdown
Through hundreds of retailers trying to grab our attention in our inbox, in addition to starting early, here were some other email campaigns that jumped out at us that we thought were stellar.
Colorful Images – No leftovers here: Just a fresh 30% off Black Friday Deal(2) had one of the best use of emojis. We saw a lot of emojis in the subject lines, most were a gift box or a party hat symbol. But this one stood out because it was unique, relevant, and a decent offer.
Goldstar Events – 137,929 Beat You to It
Goldstar Events piqued our curiosity with their subject line. Avoiding the email inbox clutter, they sent it toward the end of the day and we wondered, just what exactly did 137,929 other people beat us to?
Tommy Bahama – Things to be thankful for…
Tommy Bahama took a page out of JetBlue’s email notebook from last year and sent out a non-promotional email (sort of). Then followed up with four separate email offers within 24 hours to try and convert you.
Laundry Locker – Small Business Saturday Promotion
Surprisingly, there were too few Small Business Saturday email campaigns. This is something we’d like to see small businesses utilize more since it’s such an easy, cost-effective way of reaching out to their customers. This one from Laundry Locker grabbed our attention because it was simple and to the point, which sometimes is all that’s necessary to break through the noise.
Were there any Black Friday or Small Business Saturday emails you received that you thought stood out from the pack? Share them with us in the comments below.
Originally posted on MarketingPersonalization.com
The last of the holiday emails have meandered their way into my inbox; deep discounts are starting to flow back out to sea and the volumes of marketing mails are starting to subside. The world is getting back to normal. Right? To be honest, I hope not! (more…)
The other day Steve Dille, our CMO, was on a webinar with Mike Gualtieri, Principal Analyst with Forrester, covering the ‘Do’s and Don’ts of Data-Driven Marketing’ (you can see the replay here). As I’m wont to do, I spent my time listening and live tweeting events (come to think of it, is there any other form of tweeting other than live?) Once in a while the fingers move faster than the brain, and are possessed of a preternatural insightfulness that gives one pause. Earlier this week I sent the following tweet:
It’s ok that I’m being self-referential here, right? I mean I just cited myself so I beg your pardon for the slight bit of ego but I think it’s important we think about a very basic concept: an event vs. a series of events.
The holiday season has become a black bag, a singularity, that’s often referred to as an event, or maybe two events: Black Friday & Cyber Monday. The title places an immense amount of importance on these two days—brands and their marketing teams work toward turning impressions into conversions knowing full well the amount of money at stake. All of this is well and good but the problem arises when you consider these as isolated events and all of your actions as driving toward this end goal. That’s just not the case.
I once heard a speaker describe the customer journey as a series of micro-decisions that lead to a desired outcome. Most times we think of an offer as being the point in the customer journey where a decision to buy is made. When you look at the customer journey as a series of decisions, to open an email, to click a link, to like a brand, follow it on Facebook, visit a brick and mortar store, check in on Yelp or Four Square, these small actions are each, in their own right, a micro decision that leads to a conversion. More importantly, each of these decisions is an endorsement of the brand’s approach.
Now, let’s think about the holidays, they are a series of micro-decisions that have to be measured, interpreted, analyzed and turned into personalized, data driven marketing campaigns. The holidays are points on a very long continuum that we call the customer Journey—don’t focus on them unless you have the tools, data and methodologies to analyze previous performance, behaviors and make a solid plan that takes you through the holidays and into the next year. It’s the only way you’ll actually start off on the right foot for 2015 while successfully closing out 2014.