The time has come again to prepare for the most intense shopping frenzy of the year – Black Friday. It’s the Hunger Games of online shopping, only without the weapons (unless you count discount codes as weapons). Whether you’re a seasoned merchant or navigating your first big sale, Black Friday is a golden opportunity to increase your revenue, attract new customers, and build brand loyalty. And one of the best tools at your disposal? Email marketing.
Why Email Marketing? Because It Works… If Done Right!
Email is one of the most effective marketing tools – it lands directly in your customers’ inboxes, offering great deals with just a few clicks. But like anything else, execution matters. A well-planned email campaign can elevate your Black Friday sales, while a poorly crafted one might cost you revenue that ends up in your competitors’ pockets. So, let’s dive into some essential tips to make sure your Black Friday email campaign hits all the right notes this year!
Start Planning Yesterday
Okay, not literally, but almost. The first rule of Black Friday email success is not waiting until Black Friday to start (It’s called “planning” folks ).
But here’s the catch: don’t be the brand that starts talking about Black Friday months before. Start your email teasing in early November. Send hints, sneak peeks, and “early access” offers to your VIPs. But remember, don’t overdo it. If you’re bombarding your customers’ inboxes daily for three weeks straight, congratulations, you’ve just invented a new form of torture.
The Anatomy of a Black Friday Email That Converts
Your Black Friday email shouldn’t look like an arts-and-crafts project made by your neighbor’s kid. But it shouldn’t be so minimalist it feels like a sterile IKEA showroom either (don’t get us wrong, we love IKEA, but…). It’s all about balance.
Here’s what you need:
- A Hero Image: This is your email’s visual centerpiece. While it needs to visually represent Black Friday, don’t feel locked into using black.
- Clear, Compelling Copy: You have 8 seconds to grab their attention, so make those words count. Get straight to the point – use powerful, persuasive language that emphasizes urgency and exclusivity.
- Call to Action (CTA): Your gateway to conversion – make it bold, colorful, and impossible to miss.
If you’re stuck on email design ideas, take a peek at this link for some inspiration that’ll spark your creativity!
Stop Yelling – We Get It, It’s a Sale
You’ve written your email content, and now it’s time to create a subject line that reflects it. There are two types of subject lines on Black Friday:
- ” FINAL HOURS! 90% OFF EVERYTHING!!!” (also known as: “Hi, I’m spam.”)
- “We saved this deal just for you!” (a.k.a. the inbox siren song that gets clicks).
It’s 2024, and your customers are smart. They’ve seen every trick in the book, so don’t insult them with fake urgency, all caps, or a string of emojis. Personalize. Consider including their name or referencing past purchases in the subject line; for example, “Sarah, it’s time to stock up on your favorite skin serum!” And yes, you should include urgency. But remember, you can create a sense of urgency without resorting to all caps; phrases like “limited time only” or “ending soon” can effectively encourage quick action.
Automate, Automate, Automate
Automation is your best friend. Schedule emails you can in advance, and set up automated responses. This isn’t just about making your life easier; it’s about ensuring that every email that goes out is as timely and relevant as possible. Plus, it leaves you free to handle those last-minute curveballs with grace.
Test Everything (Murphy’s Law Is Real)
Let’s be honest, email platforms can be tricky. Why does your email preview look fine but looks like an abstract art project when it hits an inbox? This is why testing is your another best friend (well, you’ve got a lot of best friends ).
Test on multiple devices and browsers. Send a few test emails to your team. Does the layout hold up? Are the links working? Are you sure? Send one more test for good measure. Your future self will thank you.
Prepare for Last-Minute Changes
Flexibility is key. The best-laid plans can and will change at the last minute. Whether it’s a product that unexpectedly goes out of stock or a sudden shift in your promotional strategy, be ready to pivot.
Source: Tenor
A few tips:
- Contingency Plan: Identify risks and have steps ready to address them.
- Communication: Be ready for a quick team coordination.
- Monitor Inventory: Track stock in real-time and update product availability.
- Adjust Messaging: Prepare alternative email templates for quick changes.
- Backup Promotion: Have a backup deal ready to switch to if needed.
Cyber Monday: Don’t Let the Party Stop
Black Friday may be over, but that doesn’t mean you should go radio silent. Cyber Monday is just as big, if not bigger, for online merchants. In fact, Cyber Monday 2023 saw a record-breaking $12.4 billion in sales in the US, and that number is expected to grow in 2024.
To keep the momentum going, craft a separate email campaign for Cyber Monday. Emphasize different deals or products, especially those that cater to your online audience. Highlight any limited-time offers, such as “last chance” discounts, to drive urgency. You can also send a “thank you” email to your Black Friday shoppers, offering an exclusive Cyber Monday coupon code as an added incentive to return to your store.
Black Friday Email Campaigns Can Be Fun
Black Friday 2024 will be as competitive as ever, and the brands that thrive will be those that understand their audience and execute their email campaigns with precision. A successful email strategy requires a mix of timing, personalization, design, and urgency, all working together to convert interest into sales.
With a little humor, a lot of planning, and a dash of creativity, Black Friday email campaigns don’t have to feel like a stressful all-nighter. By following these tips, you can create campaigns that not only increase sales but make customers feel like they’re getting the deal of the century.
