It’s that time of the year again. Time for family friends to come together, eat, visit….oh yes, and SHOP!
While Black Friday is still a staple of the Holiday Shopping Season, Cyber Monday has made its mark as a true contender as well. Now is the time to get your game plan ready and prepare your business for the big day.
Here are four steps that will help you get your business ready for the crazy shopping frenzy of November 27th…Cyber Monday.
Design Your Strategy
What is it you want to accomplish on Cyber Monday? Are you wanting to promote a specific service or product or are you simply trying to promote your brand and build your email list? Whatever your goal, you need to establish it and design your email marketing strategy around that goal.
You might consider including additional content on your website as well, something like a survey or special offer that users who land there, instead of your landing pages, are able to take advantage of on Monday. Don’t forget to ask for their email and name before giving them the offer or showing them the survey. With the opportunity to drive so much additional, new traffic to your site, you don’t want to miss the opportunity to grow your email list.
Create Specialized Email Lists
You also have a couple of decisions to make around your email lists. Are you going to reach out to everyone in your approved email database or a specific subset? Since you are creating a special strategy for the event, it makes sense to create a specific email list to go along as well.
This list can include new users as well as those dormant customers who you haven’t heard from in the past six months. Cyber Monday specials are a great opportunity to promote in order to get them back in the game.
Develop Landing Pages
As this is a once a year special event, it calls for specially designed landing pages. If you typically have more low-key, formal-sounding pages, this is your opportunity to cut loose! You want to use bold colors and dynamic calls-to-action that emote a sense of ‘act now’ and ‘amazing pricing for today only’ in order to excite your target audience.
And don’t forget about SEO. Make sure your landing pages incorporate keywords, have meta descriptions and tagged images. Also, you’ll want these to link back to your main website as this influx of additional traffic could help your overall search rankings increase as well.
Develop Your Email Campaigns and Marketing Follow-up
As you all know, a successful campaign is more than social media ads and landing pages. You need a strong email strategy. The first email series is to get them into the game. Creating an email campaign that builds excitement up to Cyber Monday. Also, include emails with ‘special offers’ for your long-term customers.
Many marketers forget the follow-up series, but even though the event is one day, it’s the start of a long shopping season, so create a follow-up campaign that can guide and prompt users to purchase from you all the way up to Christmas.
Ans since this is such a critically short window of opportunity, test your emails before you send them to ensure you don’t land in user spam folders or get flagged for spamming and blacklisted by ISPs. Run your entire campaign through the MailMonitor Spam Filter testing system. This way you can identify possible issues and resolve them before ever pushing the ‘go’ on your Cyber Monday email marketing campaign.