Despite tough economic times, holiday shoppers made Cyber Monday one of the best days for online retail. According to comScore, Cyber Monday accounted for $846 million in online spending, up 15% from last year — and the second-highest amount spent in online retail in over a year.
While many consumers already have their presents wrapped and resting neatly under the tree, there are still many shoppers that will wait until the very last-minute to complete their holiday gift list. Typically made up of indecisive purchasers, people too busy to shop, or plain old procrastinators, this year many more will join the ranks of the last-minute shopper as consumers play the waiting game to score the best deals. This audience can be influenced by last-minute promotional emails. If big discounts are highlighted in the subject line, these shoppers are sure to take notice. Just adhere to some of the following tips to ensure your year ends on a joyous note:
- Stress urgency. With marketers sending a record number of promotional email messages this season, consumers have seen it all. Be sure to tailor your message to speak to this unique buying audience. Highlight “last chance at savings” and call out “last-minute opportunities.” These consumers know they have precious little time to act.
- Rely on previous purchase history. If you are marketing to past customers, review what they bought and when they made their last purchase. Recommend items similar in style and price.
- Decorate your transactional messages. Just because a consumer has made a purchase or signed up for something in the past few weeks does not mean they have fulfilled their holiday wish list. Make sure to leverage the open power of transactional messages and include up-sell and cross-sell promotions.
- Offer several payment options. Make it as simple as possible for consumers to make a purchase. The holidays can be tight for many, and the last thing stressed-out shoppers need to think about is making payments. Offering various payment options including monthly payments and a bill-me-later option can help increase last-minute conversions.
- Award last-minute shoppers for their patience. Make consumers feel like they are getting exclusive last-minute deals. Your subject lines should acknowledge this.
- Let consumers know products will be delivered. Always stress that shipping can be guaranteed by a certain date. If it really comes down-to-the-wire and you can send them to a brick-and-mortar store, be sure to include a printable in-store coupon or discount card.
So if you’re thinking that there’s no time for that last minute gift – or email promotion – think again. Now is the time when consumers are in the “buying mode” and when you might see some of the highest response rates of the year. Happy holidays everyone, and here’s to a prosperous 2009!
