With Black Friday and Cyber Monday soon to be in the rear-view mirror, it is time to look forward to three key marketing dates in December: Green Monday, National Free Shipping Day, and Super Saturday. Here is a quick look at each of these dates, what makes them important, and some tips for taking using them to achieve your holiday email marketing goals.
Although the name might imply an environmental connection, Green Monday is all about the greenbacks. The term was originated by Shopping.com (an eBay company) in 2007 to describe their best online sales day. It occurs each year on the second Monday in December – a date that leaves at least ten days for delivery by Christmas. For many shoppers, Green Monday represents the last day to take advantage of holiday deals and purchase last-minute gifts. Over the years Green Monday has been broadly adopted and turned into one of the busiest e-commerce days of the year.
Send Last Chance Shipping Alerts - Remind customers of the last day to purchase for holiday delivery. Personalize your messages to the customer's relevant holiday: Christmas, Hanukkah, Kwanza, or Diwali.
Send Gift Ideas - Gift buying procrastinators are typically frozen by a lack of ideas. Recommend items aimed at a variety of interests or different groups to eliminate the guesswork for last-minute shoppers.
Gift One, Get One - Sure, it is better to give than to receive. But wouldn’t doing both be "more better"? Freshen up the traditional BOGO by bundling items then allowing last-minute shoppers to purchase a gift for a friend or family member and get something for themselves.
When It Comes to Holiday Marketing, It Ain't Over Till It's Over.
December's three key e-commerce marketing events offer your last best chance to connect with shoppers and meet your holiday goals. Learn how our adding our email experts to your team an help.
National Free Shipping Day was created in 2008 by the founders of Coupon Sherpa and FreeShipping.org with a view to extending the online holiday shopping window beyond Cyber Monday. It is a one-day event held annually in mid-December that promotes free shipping with no minimum purchase in time for Christmas Eve.
Make Shipping Transparent - Customers love free shipping, but worry about on-time delivery during the holidays. Relieve delivery fears by including a clear schedule in your email that defines when customers must order to receive their purchases on-time depending on the shipping method.
Live Order Tracking - Another way to alleviate shipping fears is tell your customers they can track their orders via email. Adding a live order tracking feature to your transactional emails gives customers peace of mind and provides you with another opportunity to promote last-minute deals.
Super Saturday (also known as Panic Saturday) is the last Saturday before Christmas. Retailers typically use Super Saturday to target last-minute shoppers with one-day sales in an effort to maximize revenue as the curtain comes down on the holiday sales season.
Promote Last-minute In-store and Online Deals - Super Saturday traditionally drives last-minute in-store traffic and if that’s your goal, email can certainly help. However, Super Saturday falls on December 17 this year, so there’s still plenty of time for shoppers to purchase online and take delivery before Christmas.
Segment Based on Proximity - Segment your list and target customers within driving or delivery distance with messaging that relieves anxiety about in-store crowds or missed delivery dates by promoting curbside pick-up or local delivery. For customers further afield, promote expedited shipping but be transparent about shipping options to ensure customer satisfaction.
When it comes to the holiday sales season, “It ain’t over till it’s over”. So, while big sales targets like Black Friday and Cyber Monday are behind us, at least three more key dates remain in December. Use these tips to make the most of Green Monday, National Free Shipping Day, and Super Saturday in your email campaigns.