For all of the single pringles out there, don’t fret; Singles Day is a day to treat yourself.
For all email marketers, this is your opportunity to help these singles feel loved by your company. In this blog post, we’ll explain what Singles Day is and give some inspiring email examples to get you started on your next Singles Day email marketing campaign.
What is Singles Day?
Singles Day, also known as Bachelor’s Day, is a day for singles to celebrate themselves. It was first popularized in China, then South East Asia, and now companies all over the world recognize it as a day to celebrate within their marketing tactics. It is generally celebrated on the 11th of November. Alibaba, a China-based eCommerce company, saw sales hit $78 billion in 2020 - about 10 times more than when they started doing Single Day Sales in 2009.
Below are 5 examples of Singles Day email campaigns that we love - and why. Quick tip: click on the images to see the full email examples.
1) PUMA uses personalized product recommendations
Product recommendations have always been a popular marketing tactic - even before eCommerce stores existed. In brick-and-mortar stores, clerks would talk to their customers one-to-one to help recommend products the customer will like.
Now it’s possible to personalize product recommendations online, too, with sophisticated machine learning technology. And that’s a good thing, as it really helps boost revenue. One eCommerce business saw a 24% sales uplift with the inclusion of personalized product recommendations in their email marketing.
PUMA knows this, and makes use of these tailored product recommendations in their Singles Day email.
Source: PUMA email
2) Vans uses a dynamic banner to greet customers with
Research has shown that you have 50 milliseconds to grab a customer’s attention before they click away from your website. With how crowded our inboxes are nowadays, there’s no doubt that time is similarly short within email marketing.
This is why dynamic banners are effective; a good banner grabs the customer’s attention and keeps them reading on. Vans does this well in the example below, with their animated, eye-catching banner.
Source: Vans email
3) Junique uses dynamic pricing to keep their emails up-to-date
Over a quarter of customers (26%) say a frustrating website experience hurts their overall brand, and what’s more frustrating than when an email you open promises a discount but when you click through to the online store the discount is no longer there?
Dynamic pricing, or live pricing, is therefore crucial to improve your customers’ experience, and Junique is aware of this in the example below.
Source: Junique email
4) Ann Summers uses social proof tactics to create urgency
Ann Summers uses live social proof tactics to show how many people are currently buying a product. This technique gives the same effect as people crowding around a product in a brick-and-mortar store; it creates intrigue and urgency. This means the customer viewing this email is more likely to follow the crowd and also buy the popular products.
Source: Ann Summers email
5) Living Royal uses user generated content to ease purchase anxiety
Following on from the previous example, this is another social proof tactic. When buying from an online store, customers aren’t able to try products before they buy, and may therefore be hesitant to spend money on something when they don’t know if it’s trustworthy.
This is where UGC comes in.
UGC, or user generated content, is content created by customers such as photos with a company’s product. Considering 1 in 3 shoppers prefer to see a product as it is worn or used by real people as opposed to professional product images, this tactic has proven to be very effective.
Living Royal makes use of UGC by displaying Instagram photos from their customers at the end of their Singles Day email.
Source: Living Royal email
Find more inspiration on our Singles Day email Pinterest board.
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This blog post is for informational purposes only. Fresh Relevance is not claiming to provide its services to the companies and brand owners referred to in the blog post.