Are You Ready for the Thanksgiving Rush?
Black Friday and Cyber Monday rule November, but Thanksgiving is becoming a shopping powerhouse by itself. Last year on Thanksgiving Day, online sales were up 14.3 percent over 2013, according to IBM Digital Analytics.
These 3 strategies can help you stand out in the inbox this Turkey Day.
1. Open for business? Help your in-store shoppers shop better.
If your stores are open on Thanksgiving Day, you are probably emailing offers a week or more ahead to build traffic.
On Turkey Day itself, or the day before, send a service-oriented email listing store hours, locations, special services, customer-service hours/numbers and any other information that encourages your customers to come in and shop.
2. Staying closed? Remind customers your eCommerce program is open 24/7/365.
If your company is staying dark on Thanksgiving, send an email-only special offer to encourage online traffic. (We all need something to do as we wait for or recover from dinner that day!)
3. No matter what your Thanksgiving strategy is, say “thank you!”
Send a stand-alone message or make it prominent in a promotional or service-oriented offer. Include a simple, sincere message from your CEO/president/founder or whoever is most appropriate. Here’s a tip: add a photo to make it more personal!
If your stores will be open on Thanksgiving, send your promotional offers on Tuesday or Wednesday and reserve Thursday for your Thanksgiving greeting. This provides an island of calm in an ocean of promotions.
Bonus- two tips for email shopping success all weekend long:
- Test your opt-in procedure to be sure it’s running smoothly to accommodate your new subscribers.
- Make your emails mobile-friendly to accommodate away-from-home shoppers. Loren McDonald of Silverpop/IBM predicts mobile will account for 60 percent of opens and 50 percent of clicks over the long shopping weekend.