Cyber Week is Officially Here November 30, 2020, | Posted by Guest

With Thanksgiving behind us, and Black Friday sales started (and some complete), Cyber Week has arrived, and email marketing efforts are definitely a strong indication of the fervor with which businesses are pushing for results. For many brands, Cyber Week is, if not “make or break,” at the very least extremely important--especially this year, when there has been so much upheaval and uncertainty, and with the struggles that businesses have faced with lockdowns and quarantines and restrictions. Site Impact knows that this is an intense week, but it’s really just the middle of the season; it’s definitely a time to make the most of your email campaigns while setting up for the month to come, and today we’re going to look at what Cyber Week is likely to have in store for brands, as well as how to make the most of the momentum the week of sales generates.

What started out as a day has become a week

It’s worth noting that before Cyber Week, there was just Cyber Monday; before that, just Black Friday. Gradually, the period of time around Thanksgiving where brands look to drive traffic to their sites and stores has lengthened. This year, that trend has been particularly pronounced--with some brands going as far as to call it a “black month”, starting early in November and continuing through Thanksgiving, or kicking off just after Thanksgiving and ending just before (or on) Christmas. This trend has been developing for years, but it’s definitely stronger in 2020 in no small part because businesses have a lot of lost opportunities to make up for. Summer sales and other inventory-shedding opportunities just haven’t been as available as they usually are, and overall revenues have been down for retailers. Thus, businesses of all sizes are looking to maximize their traffic and their sales by spreading out their offers. The question is: will making those sales and other discounts less time-sensitive mean that more consumers go for them? Studies have shown that a substantial subset of consumers are engaged in a “race to the bottom” of sorts, to find the best deals on what they’re shopping for. This may mean that businesses will have to revise their offers through the week (and even in the month to come) and understand that there will be a delay between offer and conversion that is a bit longer than usual.

Brands must be ready to keep the energy up

This week is likely going to represent a major rush of spending for businesses of all sizes; reports suggest that about half of consumers will be trying to complete the bulk--if not the entirety--of their holiday shopping by the time this week’s sales are over. That may be part of why so many brands are pushing to extend their sales through the month--to keep luring customers back, even if those customers have already made the purchases they need. But the real challenge will be in keeping the energy up without coming across as irritating. Brands will need to maintain a steady flow of email marketing campaigns even once Cyber Week is over, but that doesn’t mean that they should be sending at the same rate as they have been the past few weeks. A major challenge will be hitting that sweet spot with audiences, and the best way for brands to ensure success will be by diving into their data.

Cyber Week is here at last, and email marketing professionals and brands alike are excited--but also worried. There are strong indications that consumers are hungry for deals, and looking out for the best one they can get their hands on; but there is also the issue of brands wanting to ensure they continue to get conversions through the holiday shopping season, in spite of consumer hopes to finish up their shopping by the end of this week. The balancing act is going to be a challenge, and it will take a lot of work--it’s not a sprint, as they say, it’s a marathon. Contact Site Impact to hear how we can help you maintain the momentum all throughout the holiday season.