Maximize sales periods by launching promotions at 12:01 AM EST to catch early East Coast shoppers and ending them at 11:59 PM PST to accommodate late-night West Coast buyers, who often shop in two evening bumps.
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The concept of a single best day and time to send an email is misleading. Instead, marketers should vary send times throughout the week to reach different segments of their audience. The key metric is the aggregate number of unique individuals engaged weekly, not the performance of a single blast.
Don't assume a successful pre-launch test means your checkout will remain stable. During high-traffic events like BFCM, conduct test purchases in an incognito browser window every few hours. This practice helps catch unforeseen bugs or conflicts that can arise under heavy load before they cost you significant revenue.
Contrary to the belief that late-night shopping is for small, impulsive buys, data reveals it's when consumers purchase big-ticket items like airfare and appliances. This "vampire shopping" trend suggests a period of focused, uninterrupted decision-making for busy consumers, creating a key sales window.
A promotional calendar shouldn't just be a schedule of events; it should be a financial tool. By attaching a specific revenue goal to every launch and campaign, you can see exactly how you'll reach your annual target. This allows you to track progress throughout the year and adjust strategy if you fall behind.
Instead of optimizing for a single "best" send time, marketers should vary sending days and times (e.g., evenings, weekends). This strategy acknowledges that different people within your database interact with email at different times, maximizing overall reach and engagement across your entire list.
Contrary to the 'value first, pitch last' model, present the full offer before your launch event even begins. Then, create urgency by offering a new, valuable bonus each day that expires within 24 hours. This strategy leverages peak attendance on day one and frames the purchase as an opportunity to gain extra value rather than a hard sell.
The idea of a single best time to send an email is outdated. Instead, measure success by the weekly aggregate of unique individuals opening your emails. Sending at various days and times hits different audience segments, maximizing your total reach over time.
Data shows a predictable drop in shopper intent from roughly November 7th to 20th. Brands should run an initial early November sale, then strategically pull back ad spend during this "dead zone" to preserve budget for the main BFCM push starting around the 21st.
Over 80% of marketers send emails on the hour, flooding inboxes in the first 10 minutes. By scheduling campaigns for a non-standard time, like 8:07 AM instead of 8:00 AM, you avoid this clutter and can increase open rates by around 15%.
Brands running one static Black Friday deal all November see consumer interest wane. The most successful brands introduce a significantly better offer on Thanksgiving evening, creating a massive revenue spike by tapping into learned consumer behavior of waiting for the best deal.