ECOMMERCE
What is the best time to send Black Fridayand Cyber Weekendemails?
To Infinity’s Al Keck investigates the best time to email your Cyber Weekend literature
For more tips on maximising your
Christmas potential, check out our blog ‘How to Get the Most of Christmas Sales’ here, or contact a member of the team at
hello@toinfinity.co.uk / 01793 238 697
emails to cover Black Friday, the weekend and then Cyber Monday, we need to understand how many emails and how many days we’re going to send on. The top two key dates are understandably the Friday and Monday, but
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it’s important to not overlook the weekend too. We recommend sending emails at the following points:
> Black Friday morning > Black Friday evening > Saturday morning > Sunday evening > Monday morning > Monday evening
Whilst this may seem like overkill, handled in the right way and to the
right audience, this is the key to success. The two Black Friday emails are to announce the sale and remind
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lack Friday week is set to attract one in five British shoppers, making it more popular than the week before Christmas for December shopping. Before looking into the actual timings of the
people that it ‘ends tonight’. The Saturday email is to extend the offer until Sunday, with Sunday acting as the reminder that the ‘offer really does end tonight!’ Cyber Monday should be treated as a new promotion with a new offer. You don’t want to bore your readers, you also don’t want them to be frustrated with a heavier promotion on the product they bought a couple of days ago. Now we know how many emails we’re going to send we can look deeper
into the timings of each one. Contrary to popular belief, there is no perfect time during this period.
The key is to get ahead of the curve; try to beat the other companies to getting your message delivered. It’s a fine balance between being too early (and people being asleep and not reading your email) and being too late, where your email may soſt-bounce due to the huge increase in companies sending emails. For sends early in the morning, getting your email delivered first isn’t necessarily a good thing, as while you’re waiting for the reader to wake up, your email is getting pushed further and further down their inbox. Each year the sends are getting earlier and earlier, which means the
optimum time is constantly changing. Happily we have plotted out these sends for you:
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