Cyber Monday 2011 has come and gone (or has it? a few retailers seem to be sending out “extension” emails this morning). And without a doubt, retailers are evaluating their Cyber Monday email campaigns to see what got consumers to click.
On the other hand, marketers may be scratching their heads, wondering why inventory didn’t move.
One thing is for sure: Cyber Monday has become the most-important online shopping day of the year for merchants with an online presence. And it wasn’t just a day of gifting: It seemed like Cyber Monday was as much about the holidays as it was self-indulgence.
Here’s a sampling of Cyber Monday-themed emails that came across our inboxes… just a quick warning, they all aren’t here for great reasons.
(Click here to see the Cyber Monday 2011 gallery… or click the links below to view them as you go)
Who is this, really?
Circuit City: Not sure if the theme here was “Back to the Future” or “I Love The 80s,” but this ad surely had an Atari 2600 feel to it. If you’re a Systemax or Circuit City fan, you probably would have clicked anyway, but the lack of an offer made me stay away.
Harry & David: I did a double-take with this one. It didn’t really register as a Harry & David ad to me. Though the offer is there, the eloquence wasn’t. At first I thought it was the computer monitor as the “o” in “Monday,” but the silhouette of a pear is what took the brand identity away. But…
Mea culpas
Harry & David: … the silhouette of a pear worked! Apparently it worked so well that it stopped Harry & David’s traffic! The retailer had an outage, and it did right by its customers and prospects with an apology and an extended discount.
Talbots: The women’s apparel seller has struggled the past few years, and management may have popped the bubbly over its Cyber Monday response. It, too, was overwhelmed by Cyber Monday traffic and needed to issue an apology.
No biggies
L.L. Bean: When you’re a powerful brand with a loyal following, you may not need to offer much to get shoppers to buy. L.L. Bean doesn’t reveal numbers, but we’re sure they had a big day with such a small discount and free shipping (which is standard for them anyway, isn’t it?).
One King’s Lane: There weren’t any Cyber Monday specials announced in its email, or in the subject line… Just a reminder that every day is Cyber Monday in the world of flash sales…
The drama
Edible Arrangements: Tick-tock, you already missed out on some Cyber Monday specials, don’t miss out on the next one. The sense of urgency shined in this email from Edible Arrangements.
Omaha Steaks: Even if you aren’t a carnivore, you had to appreciate the bargain presented by Omaha Steaks. Free shipping plus huge discount equals, at the very least, a clickthrough. Eyes were so focused on the deals that the not-so-fine fine print saying you needed to spend a minimum of $59 was ignored.
Non-traditional ecommerce
ShopRite: The grocery chain offered a heck of a deal on the Kindle Keyboard 3G – the price actually beat Amazon.com’s, according to Google Shopping. Sure, the device has to be picked up at your local ShopRite, but it did put itself in the Cyber Monday game… and possible made itself a future Flash Sale player?
Dominos: I was a little confused at first. I thought Dominos was pushing a Cyber Monday pizza deal (Something like “Hungry? While you’re shopping Cyber Monday, don’t forget to eat!”). You have to read the text a few times to realize Dominos is pushing gift cards on Cyber Monday… without a discount.
Pizza Hut: While Dominos missed the mark, Pizza Hut got it right. Not only did Pizza Hut hit the mark with the 20% off anything and everything offer, it got the timing down as well (Noon eastern, just in time for lunch, or to start thinking about dinner after a long day of Cyber Monday shopping).
AT&T U-verse: Wasn’t the best deal, personally, for me unless I got rid of my home phone line… wait, what was I thinking? Whew, the offer was ANNOUNCED on Cyber Monday but doesn’t expire until January… which is a good thing since the landing page is very confusing – lists way too many offers and deals to think about. I’ll stick with Cablevision.
And one final note
Nassau Coliseum: Just what I always wanted. $25 off to see the Michael Jackson Immortal World Tour when it comes to Long Island in five months! Though I’m being a bit snarky, The King of Pop has a huge following and this was most-likely a Cyber Monday winner.