Don’t want to be “outprimed” on Amazon Prime Day? Learn 3 strategies e-commerce marketers can take to drive traffic to their websites and increase revenue this Prime Day.

July 15-16 marks Amazon’s fifth annual Prime Day—a two-day shopping frenzy when the e-commerce giant offers huge sitewide discounts to its Prime members. Last year, shoppers spent a whopping $4.2 billion during Amazon’s 36-hour Prime Day sale. Consumers are expected to spend even more this year, with 58% of Americans planning to shop the event. Additionally, Amazon is expanding the sale to 48 hours and will feature over 1 million items.

This unofficial retail holiday means that shoppers will already be in an online shopping mindset, actively looking for the best deals. While consumers will undoubtedly be browsing around on Amazon.com, they’ll also be open to making purchases from other e-commerce sites. Shoppers are expected to visit an average of 11 different online retailers during Prime Day sales.

How can e-commerce marketers maximize this online shopping opportunity? Below are three marketing strategies that retailers can employ to stand out and connect with Prime Day shoppers before, during, and after the big event:

Take a multi-channel approach

It’s important for retailers to explore all platforms available to them to promote their brand before the big day. Amazon will inevitably receive a huge bulk of web traffic on July 15-16, so consumers will need a bit more of a push to be driven to other sites. Online retailers—such as Macy’s, Best Buy, Kohl’s, and Walmart—each offered their own promotions during Amazon’s event last year and saw increased sales due to this strategic approach.

Paid search campaigns and social media advertising are two ways that marketers can spread the word about their own offers during this time period. Online retailers should also focus their Prime Day efforts on direct marketing channels—such as personalized text messaging—to reach their target audiences in an effective way.

Offer extended sales

Since Prime Day is limited to a 48-hour window, retailers should strongly consider offering promotions that extend both before and after the Prime Day period. One effective way brands can do this is by targeting their mobile messaging subscribers and sending updates about “mobile only” offers and limited-time deals to create a sense of urgency and exclusivity. Marketers can schedule to send out messages before Prime Day officially starts, a strategy which also creates a “VIP” feel for subscribers by giving them first access to new deals.

Keep in mind that mid-July is also “prime time” for reaching back-to-school shoppers. According to a recent survey, 84% of retailers believe that the period around Prime Day is the most important time for driving online sales during the entire back-to-school season. Marketers should create tailored campaigns around back-to-school savings to maximize sales during this time.

Advertise your free shipping options

For shoppers, the biggest appeal of Amazon Prime is the convenience of its free two-day shipping policy. Since more and more retailers have followed suit, today’s customers have come to expect free shipping. Online retailers should match Amazon’s leading customer experience by offering free expedited shipping during the week leading up to Prime Day to drive more consumers to their site.

As Amazon has announced a plan to eventually shift to one-day shipping, it is critical that retailers explore options to offer faster and free shipping. Retailers can alert consumers of free shipping benefits by indicating it clearly in the subject line of an email or the pre-header space, as well as sending a timely text message alert to subscribers.

Want to connect directly with shoppers throughout the year and on major shopping days like Prime Day?

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