I didn't visit a single mall this weekend, but I did a whole lot of holiday shopping from the comfort of my dining room. So that makes me one of 233 million shoppers spending $50.9 billion on gifts, according to the Ebates Holiday 2016 survey. The phenomenon is fascinating:
- 30% of the year's retail sales happen between Black Friday and Christmas
- 1 in 3 American adults goes shopping on Black Friday
- 72.8% of the weekend's in-store shoppers shop on Black Friday
- 73.1% of the weekend's online shoppers shop on Black Friday
- On average, each shopper spends nearly $300
And as I was perusing my overflowing email inbox, I noticed how effectively retailers craft their email subject lines. You'd think that all the messages would be the same: "Save X% because it's Black Friday."
In fact, those savvy marketers use a variety of attention-getting techniques to cut through even the most overwhelming clutter. Here are 5 techniques you can use for your upcoming emails:
- Cut to the chase. If it's a great offer, say so. Here is Lands' End: "Today only: 50% off sweaters + 40% off everything else."
- Try a little tease. This is from Lowe's: "You're Going to Want to See This..."
- Be specific. Yes, many retailers offer X% off EVERYTHING. But others provide a very targeted pitch. For example, The Vermont Country Store offers: "Holiday Deal of the Day: SAVE On Gifts for Women."
- Exploit key words. Our ears may be bleeding from all the references to Black Friday and Cyber Monday, but they're also proven hooks. So Sears goes with it: "Monday's here already? Cyber Monday, that is! Get deals & coupon savings NOW."
- Start a conversation. Many of subject lines are written as if they're a text from a friend. Company Store says, "Who needs Black Friday?" And The Gap chats, "Shhh...you've got access to code CYBMON."
And here's a bonus tip: Remind us of something cinematic. Wayfair channels Schwarzenegger: "They're baaaack: BLACK FRIDAY SALES extended." And Banana Republic delivers a theme song: "Can't stop, won't stop--50% off + NO exclusions."
Of course, these were just the highlights of what was in my inbox. There are millions and millions more. Better get shopping!
