4 Mistakes Ecommerce Stores Should Avoid This Black Friday
Ecommerce marketers planning for Black Friday and Cyber Monday know the stakes are high. Last year, Black Friday and Cyber Monday accounted for the US’s biggest days for ecommerce sales ever, totaling $2.74 and $3.07 billion respectively. And it’s safe to say that this year’s sales will be comparable to — if not exceed — last year’s.
How can you make sure that everything runs smoothly? These are some of the common mistakes that ecommerce marketers make during the holiday season.
1. Limiting Promotions to Discounts Only
The overwhelming majority of ecommerce stores will be offering dollars- or percent-off discounts. However, it’s important not to overlook other types of promotions, like BOGO (buy one, get one free).
Since many recipients will be receiving a sea of discount emails, you can set your brand apart by doing something a little different. In fact, your store might not even do discounts, in which case you’ll need to utilize other promotions to take part in the Black Friday / Cyber Monday extravaganza.
Other non-discount promotions include:
- Buy one, get one half off (similar to BOGO)
- Free gifts with purchase
- Free shipping
- Enter to win by purchasing
You could also narrow these promotions by including conditions like “free shipping on orders over $50.”
2. Underestimating Site Traffic
Having your ecommerce site crash during Black Friday or Cyber Monday is every marketer’s worst nightmare. A website outage can mean hundreds of thousands of dollars in revenue lost. It should be a company-wide effort to ensure that your site is ready for a large influx in traffic.
To learn more about preventing your website from crashing, check out this article from Entrepreneur.
3. Starting Promotions Too Late
Make sure you notify customers that you’re going to be offering deals on Black Friday and Cyber Monday well in advance — at least two weeks. We mentioned this in a previous post, but it’s worth mentioning again. How frustrating would it be if you missed out on revenue just because your audience didn’t know to visit your site?
Set up a sending cadence to notify your subscribers that you’ll be running Black Friday and Cyber Monday deals. This will build a sense of anticipation, which will get people excited. Try adding urgency in these emails too — in the form of a countdown clock, for example.
When building this promotional plan, you don’t have to stick strictly to email. Try running social or search ads to get the word out to a broader audience. Which brings us to our last point…
4. Ignoring Marketing Channels Other Than Email
Email is one of the primary tools ecommerce marketers use to drive people to their sites during Black Friday and Cyber Monday, but it shouldn’t be the only one. Make sure to maintain consistent branding and messaging across all your marketing channels. For ecommerce, Facebook and Instagram are two of the most important ones.
One great way to get personal with these ads is to target people who have not interacted with your emails. Target a segment of those who haven’t opened an email in the past sixty days.
Then, you can sync (or upload) this segment to Facebook or other social media platform of your choice. This will allow you to reach these people in a different way. You might be surprised to find that your inactive subscribers are more responsive to social ads, like tech gadget company, Nomad, did.
Part of your Black Friday and Cyber Monday prep should be making sure you’re guarded against these common mistakes. Now that we’re only a few weeks away, it’s important for you to use this remaining crunch time to consider these four tips. Be conscientious and remember: done right, Black Friday and Cyber Monday can bring huge success to your business.
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