When brands or companies wait until October and have their “oh shit” moment; which manifests in the form of – let’s get something up for Black Friday / Cyber Monday, etc., that’s when they fail. They send emails to their customers at the same time 12 other brands are doing the exact same thing, and while the user is having Thanksgiving Dinner watching the Redskins/Giants on NBC, scrolling through their emails during commercials, the “unsubscribe” button gets tapped more than ever. Why?
Another factor to be aware of, is that it used to take less time to delete an email than to unsub, but now – with the “unsubscribe” button on the native mail app at the top of the opened email, it is easier and less time consuming than ever. Also, users have all the time in the world to clean out what lists they’re on over the Thanksgiving holiday. So, if you’ve done a good enough job building your brand awareness during the previous 365 days, you can and will avoid the unsub on Thanksgiving Weekend.
So I’m fully aware of how successful Black Friday and Cyber Monday and Small Business Saturday are at generating revenue. Roughly $5 billion from Black Friday, $6+ billion from and $2+ billion from Small Business Saturday have been reported this year according to my Alexa briefing this morning from Tech Crunch or whoever. But, the reason this works is because companies have built up brand awareness throughout the previous 365+ days by deploying consistent messaging across platforms to their most loyal customers while providing some level of value along the way.
Thanks and have a great day!