If your inbox is anything like ours, the holiday season has been a little like watching an Expendables movie. Each time you clicked the Mail tab on your desktop, an endless cast of loud, over-the-top characters flooded in, all desperately competing for your attention.
And when Cyber Monday finally arrived, you found yourself jaded with it all. With so much competition and so much noise, it was difficult for brands to stand out in the sea of "limited time offers" and "exclusive discounts."
That's why we felt the need to share the true A-Team of this year's Cyber Monday: the brands that managed to win us over with their stand-out emails. Read on to see the best of the best along with the strategies that made them stand out in a stuffed-to-the-brim inbox.
The beginning of the holiday sales period was record-breaking for retailers, despite thinner Black Friday crowds and reduced Cyber Monday shoppers. (121 million compared to 127 million last year according to the National Retail Foundation.) Still, weekend sales reached $8 billion – following a disappointing weekend sales period last year – while Monday sales passed $3 billion – when last year Cyber Monday broke US records with sales just over $2 billion. What gives?
First, retailers accounted this year for the strain created by consumer spending surges by pushing pre-buys and reserved deals, making it easier to manage in-store inventory, shipping and delivery, according to Adobe head of mobile Matt Asay.
This strategy also anticipates the changing way people spend. Before Black Friday, Asay said customers are spreading out their purchases and that instead of a spike, he anticipated “a high plateau.”
After surveying more than 5,000 US consumers, Deloitte’s 2017 Holiday Retail Survey found, for the first time ever, that people plan to spend a majority of their holiday budget online.
The prediction is based on the survey question asking participants, “What percentage of your total holiday budget do you expect to spend: online via a desktop or laptop, online via a smartphone, online via a tablet, in-store, catalogs or direct mail, or other?”
As you go about planning your holiday marketing campaigns, have you considered the potential value of Snapchat for outreach, and how Snap users are engaged in the season?
While Snap Inc. may have some larger scale challenges (i.e. Facebook heaping pressure on their business at every turn), you can't ignore the app’s engagement and interaction levels, particularly among younger users.
Twitter’s partnering with Brandwatch and Cheddar to deliver a new series of data insights which will highlight key market trends and consumer behaviors, based on Twitter data, throughout the holiday season.
The new initiative will aim to highlight actionable trends data for marketers, based on the rising tweet conversation.
With a predicted growth of 8 percent as compared with last year, according to Prosper Spending Score, the 2014 U.S. holiday shopping season has begun. Many companies bank on the success of sales from November and December to wrap up their fiscal years on a profitable note, with Prosper estimating this year will be a $650 billion holiday retail season. Although Facebook and Twitter recently announced built-in commerce options, they’re being tested only by a handful of companies.