Singles’ Day has become one of the world’s busiest shopping days. We sometimes call it Double 11, 11.11, Bachelor’s Day, and day for unmarried people. It is a Chinese unofficial holiday that celebrates people who are not in a romantic relationship.
Singles’ Day in China takes place on November 11. Why this date? Because 11/11 represents four ones, or four singles standing together. It has since spread to various other parts of the globe.
How do single people treat themselves? It is normally through shopping for their own stuff. That’s why a growing number of retailers are promoting the occasion as a way to generate more sales.
We understand that it is sometimes difficult to come up with new deals to offer to your customers. But it is vital to create campaigns that can keep up with the holiday hype - so your brand won’t be left out and so your sales. So here we are to give you a glimpse of brands' marketing campaigns from popular brands we track.
- Make your subject line relate to both the audience and occasion
- Be generous in giving discounts - from small purchases to big spends
- Gifting bundles can be compelling
- Connect your product with the occasion
- Offer free shipping whenever you can
- The classic 11% off to mark the occasion
1. Make your subject line relate to both the audience and occasion
Subject line: Swipe right on this Singles’ Day treat
Sent by: Bumble and bumble
If you are single and have heard of the phrase “Swipe right” what comes to mind is most probably a dating site, right? Like on Tinder, it indicates that you find someone attractive by moving your finger to the right across an image of them on a touchscreen.
See this promotional email from Bumble and Bumble, a hair care brand. Take a look at the subject line they used “Swipe right on this Singles’ Day treat”. It is important to have a catchy email subject line to entice your audience to actually click and open your email.
A few days before, during, and a few days after Single’s Day, there’s a marked increase in the number of emails received, and promo tabs in our inboxes are popping. So again, your email should look interesting early on, to be worth a click.
2. Be generous in giving discounts - from small purchases to big spends
Subject line: Receive up to $100 off your holiday purchase
Sent by: La Mer
La Mer is a personal care brand that offers skincare and makeup products. In this email newsletter pertaining to their Singles’ Day rewards, we noticed that they listed different levels of deals (they call it holiday credit). Designwise, the texts are neat and clearly presented. The offer is incremental - from $15 to $100 depending on how much you spend. The higher you spend, the more generous their offer becomes. It’s a win-win sales approach that hooks up the audience to choose the greater option most of the time.
Designwise, the texts are neat and clearly presented. The offer is incremental - from $15 to $100 depending on how much you spend. The higher you spend, the more generous their offer becomes. It’s a win-win sales approach that hooks up the audience to choose the greater option most of the time.
3. Gifting bundles can be compelling
Subject line: Singles' Day Gifts | 4 Days Only 💋
Sent by: Tata Harper
Bundle deals have several advantages to marketers - generate more sales, increases the average order value (AOV), reduces marketing and distribution cost are some. For consumers, it promotes convenience and savings.
It can also be a good idea to create a special bundle as your holiday offer. Just like what La Mer did by curating an exclusive set of their skincare and makeup products, plus a limited edition pouch that adds up to the attraction. It is being more generous to your customers which they will surely appreciate.
4. Connect your product with the occasion
Subject line: Observing Singles Awareness Day?
Sent by: Crossnet
You can take this email from Crossnet as an example of how to relate your product to the occasion and how people are celebrating it.
Crossnet is a brand that sells volleyball net. At first, you would not connect the product they’re selling with the Singles’ Day celebration since it requires a few individuals (usually 4) to use the item. But give some room for imagination. Then you’ll come up with a great idea to relate your product to the event. Here, Crossnet came up with the suggestion to take the so called “challenge” - from heading to the nearest beach, putting up the net, and waiting as strangers play with them. Now it makes more sense.
5. Offer free shipping whenever you can
Subject line: Happy Singles Day! 🎉 Get FREE Worldwide Delivery!
Sent by: Bee Inspired Clothing
Free shipping worldwide - how does that sound? This is the marketing move that Bee Inspired Clothing has in store for the celebration of Singles’ Day.
Just like bundling items, it is also a win-win approach to marketing. Customers love it. They feel more comfortable to shop in your online store. And the best thing is that free shipping leads to a higher volume of orders per transaction. This perk can be the determining factor between buying from you or from your competitors. “Free worldwide delivery” is a powerful statement to anyone who worries about their location. It reduces hesitation in buying thus reduces cart abandonment.
6. The classic 11% off to mark the occasion
Subject line: Singles' Day Savings Start Now!⏰
Sent by: Floral Street
Don’t forget the famous 11% discount that symbolizes the date 11.11.
Here is an example of a marketing email from Floral Street. It is a personal care brand that offers fragrance collection, bath and body, and home scents. They offered an 11% discount sitewide. They also included on the email body their best seller products along with the original and the marked-down price, plus the CTA button Save Now.
Wonder how we get this collection of campaign ideas? It is because we use our powerful tool called Panoramata. With Panoramata, you can track your competitor brands along with all other industries. You can get updated with all marketing insights from any brand you wish to track. Be inspired, learn from them, and eventually…be one of the best players in the industry.