Black Friday & Cyber Monday
Before we dive into the actual timings of the emails to cover Black Friday, the weekend and then Cyber Monday, we need to understand how many emails and how many days we’re going to send on.
The top two key dates are understandably the Friday and Monday, but it’s important to not overlook the weekend too. We recommend sending emails at the following points:
- Black Friday morning
- Black Friday evening
- Saturday morning
- Sunday evening
- Monday morning
- Monday evening
Whilst this may seem like overkill, handled in the right way and to the right audience, this is the key to success.
The two Black Friday emails are to announce the sale and remind people that it ‘ends tonight’. The Saturday email is to extend the offer until Sunday, with Sunday acting as the reminder that the ‘offer really does end tonight!’ Cyber Monday should be treated as a new promotion with a new offer. You don’t want to bore your readers, you also don’t want them to be frustrated with a heavier promotion on the product they bought a couple of days ago.
Now we know how many emails we’re going to send we can look deeper into the timings of each one.
Contrary to popular belief, there is no perfect time during this period. The key is to get ahead of the curve; try to beat the other companies to getting your message delivered. It’s a fine balance between being too early (and people being asleep and not reading your email) and being too late, where your email may soft-bounce due to the huge increase in companies sending emails. For sends early in the morning, getting your email delivered first isn’t necessarily a good thing, as while you’re waiting for the reader to wake up, your email is getting pushed further and further down their inbox.
Each year the sends are getting earlier and earlier, which means the optimum time is constantly changing. Happily we have plotted out these sends for you:
So what do these results actually mean? When should you send your emails? Well, we’ve simplified that bit for you too.
Lol also adds, ‘I am hoping for innovations for shopping. There was nothing new in 2016 and improvements to shopping in terms of feed management, campaign management and promotions is very overdue.’
- Black Friday – 8.30am
- Black Friday – 6.00pm
- Saturday – 8.00am
- Sunday – 7.00pm
- Cyber Monday – 8.00am
- Cyber Monday – 7.30pm
Ensure each resend is to non-converters to avoid irritation to your subscribers. Cyber Monday should be to your entire database again.