Black Friday and Cyber Monday are about to arrive: the first one falls on Friday 23rd November and the second one on 26th November, which is the first Monday after the Black Friday. Now also in Italy Black Friday and Cyber Monday have been becoming a regular event for all those who want to do a little shopping before Christmas benefiting from discounts. Before talking about the actions and the newsletters to be put on for Black Friday and Cyber Monday, let’s try to understand what it is.
Black Friday and Cyber Monday: What They Are and Where They Come from!
Black Friday is a trend that has spread throughout the world from the United States. The date on which the Black Friday falls is between Thanksgiving and Christmas, in particular, it is the Friday following the Thanksgiving Day, celebrated on the fourth Thursday of November. Black Friday is a date that is about to make a century: from the 1920s, in fact, the “Black Friday” officially opens the run to Christmas shopping. During the Friday you can buy items of all kinds with discounts sometimes to scream: it is enough to peek the e-commerce to get an idea of how everyone prepares well in advance at Black Friday announcing gold business.
If you run a business, you will absolutely have to take advantage of Black Friday because it will provide you with very useful information on the propensity to buy for the coming month, as well as on the availability of spending. In Italy, according to an Ebay survey, each consumer will spend an average of 124 euros.
Cyber Monday is very similar to Black Friday, but focuses mainly on electronics products and is in some ways the “answer” of electronics dealers on Black Friday. Cyber Monday normally refers to discounts and offers offered on the web.
Why “Black Friday”?
A certain origin for the Black Friday has not been established yet. According to some reconstructions, the expression would have been born in Philadelphia and would refer to the huge traffic typical of Black Friday. According to others, it might have been the books of the American traders who baptized Black Friday: on that day, they went from red – that of economic loss – to black earnings, indicating the strong profitability of that day of the year.
In 1924, on the occasion of Black Friday, Macy’s organized the first parade to kick off Christmas shopping, but the “Black Friday” phenomenon has only really established itself in the United States since the 1980s, and then substantially expanded worldwide.
The Marketing Campaign for Black Friday and Cyber Monday 2018!
In order to plan a marketing campaign for Black Friday and Cyber Monday you will find very useful a Kloudymail tool, that is automation. In fact, it is very likely that you will not send a single communication to push your promotions during Black Friday and Cyber Monday, but you will send more than one, deciding – after the first – which messages to send to your users according to their behavior (e.g. open rate, clicks, cart abandonment…).
Here are some clues you could take to push your digital communication campaign with Kloudymail on Black Friday and Cyber Monday:
- Launch message: This is the first message you will send to your users in order to catch their attention and keep them tuned for later communications. Try to structure a creative impact and a copy that leaves the mark: when you will go back to your target, you can be sure that they will not have forgotten you;
- Set your goals and spread your promotions: When you arrive at the big day, make sure that your users remember your message and continue to feed their curiosity proposing the most amazing offers you’ve thought for them. As you know, Black Friday has a natural deadline, so remind your recipients that they can benefit the discounts you are offering only until midnight. You could also – always based on your activity and the goals you set for this start of Christmas shopping – provide staggered offers based on the time of day. In short, you have many possibilities, not least that of acting both through newsletters and SMS, without forgetting your social networks;
- Keep attention high by anticipating next promotions you are going to disclose: If you manage an e-commerce that sells a wide range of products, once you finish the Black Monday you could send a message to your target telling them the discounts are not over, but they will also continue on Monday, November 26th, the day Cyber Monday falls. Furthermore, you could continue your series of automated e-mails and communications by offering discounts and coupons that go along with your customers until Christmas and, why not, even after, with the start of sales.