Why Cyber Monday was such a success

Published December 8, 2014 at 9:25 am

The evolution of “Cyber Monday” sales have made this post-Thanksgiving shopping tradition a crucial time for marketers. With so many sales and offers to contend with, businesses have the chance to grab the eye of customers but need to make sure their messages are distinctive and relevant. While these are always good goals for campaign marketing, they are especially important during this time of year.

A recent article for The Street quotes the CEO of research firm J. Rogers Kniffen WWE, Jan Rogers Kniffen, who described some of the reaction from major retailers during the recent sales. According to this source, Cyber Monday has seen a more than 15 percent jump in revenue since last year, and email marketing in particular was noted as driving more than a quarter of orders on Black Friday.

“Every retailer I talk to tells me that the response rate on directed emails is extremely high and that emails are extremely cheap to use versus other methods of contacting the customer like, broadcast, print, or direct mail,” he said. “I cannot imagine that email and text messages will not become the primary way of contacting the customer, if it hasn’t already.”

The key thing to notice in that quote is Kniffen’s reference to multiple forms of communication. No matter which medium your company has used to communicate Cyber Monday sales information in the past, it’s important now to have consistency across all channels and reach users of different devices. Some retailers, like Wal-Mart, saw gains on both Cyber Monday and Black Friday, according to the Washington Post.

Use marketing campaign management tools to make sure that your audience receives the most relevant information during these crucial periods.