Today's Daily Golden nugget is a continuation of the holiday email research from the website Responsys. During the Holiday 2010 Season, Responsys tracked emails from more than 100 large retailers and published a report of holiday email trends.
We've taken their generic retail research data and reworked it for the retail jewelry store. The ideas presented here come directly from Responsys, with a little jWAG tweaking.
Let's turn our attention to the flurry of emails sent to consumers on the morning of Black Friday. For 2011, Black Friday in the USA is November 25th.
Any emails for Black Friday should be sent out during overnight hours, perhaps about 3am or 4am, so customers can find them waiting on their Smartphone first thing in the morning. Remember that many shopping malls and large department stores will open at 6am (or earlier) and the feverish shoppers will be planning their entire day long before the sun rises.
Most shoppers will be looking for the special Black Friday deals. If you are dead-set against coupons or deals then you should probably exclude yourself from Black Friday marketing.
Here are samples of jewelry store email subject lines you can use on Black Friday.
"Black Friday Sales Start Today: We Open at 9:00AM"
"BLACK FRIDAY SAVINGS! Extra 20% Off Everything in Our Showcases"
"Wake Up! Don't Miss BLACK FRIDAY DEALS"
"Today Only! Free Bracelet with $60 Charm Purchase. In-Store Deal"
"Here's Our Amazing Black Friday Jewelry Deal!"
"Smith Jewelers: Save 10% Plus Free Gift Wrapping – 1 Day Only – Black Friday"
"Black Friday Deals – EXTRA 20% OFF Entire Store! Stop In"
"Black Friday Starts Now!"
"Alert: Black Friday Charm Blowout"
"BLACK FRIDAY – 20% OFF COUPON For Your Eyes Only"
"Black Friday is HERE – SAVE Up to 20% In-Store Today"
"Shop Black Friday specials through tomorrow at Smith Jewelers"
"Black Friday is a happy day – 20% OFF EVERYTHING!"
"Smith Jewelers Black Friday Exclusive – ENDS SOON"
"Black Friday Holiday Jewelry Closeouts – up to 50% Off!"
As a reminder, your discounts do not have to be on everything in the store; in fact, you can disguise your closeouts and old dogs as your on sale or discounted items. Discounts are a huge lure for customers during the holiday season. You should figure out how to work them into your marketing.
Tomorrow we'll go over some ideas for Cyber Monday emails.