Black Friday is likely one of the largest procuring days on the planet, and shopper spending on at the present time appears to extend 12 months after 12 months.
In 2023, customers spent $9.8 billion on on-line purchases on Black Friday within the U.S. alone, a 7.5% enhance from 2022.
If the gross sales developments from the previous couple of years are something to go by, 2024’s Black Friday might be the most important one but, and you may capitalize on it utilizing e-mail advertising.
Let’s take a look at the right way to create a profitable e-mail advertising marketing campaign that doesn’t simply increase Black Friday gross sales but in addition makes an awesome impression on prospects that might assist drive income for the complete vacation season.
Why spend money on Black Friday e-mail advertising campaigns?
Black Friday was the most well-liked day for on-line procuring in 2023, with 90.6 million folks within the U.S. making purchases. It was additionally the busiest day for in-store procuring, with 76.2 million customers visiting brick-and-mortar areas.
But it surely’s not nearly what occurs on the day itself. Black Friday can spark a gross sales growth that lasts all through the vacation season. For a lot of retailers, the end-of-year holidays are a crucial interval, accounting for practically a fifth of their annual gross sales.
So, why is e-mail advertising significantly efficient?
First, e-mail is likely one of the most direct and private methods to achieve your viewers. You management the message, timing, and frequency of your communications. And e-mail lands immediately in your subscribers’ inboxes, in contrast to some channels the place algorithms dictate who sees your content material. That provides you an even bigger probability to seize their consideration.
Why it’s price getting ready for Black Friday upfront
Too many manufacturers go away Black Friday planning to the final minute.
Keep in mind, numerous companies are vying for customers’ consideration on this massive day, so beginning early could make all of the distinction. In 2023, practically half of small and medium-sized companies started rolling out their vacation offers as early as September, with as much as 70% launching them earlier than Halloween.
To not point out, there are solely 27 days between Thanksgiving and Christmas in 2024 — in comparison with as much as 33 days in different years. Due to this, customers could start their vacation procuring and product analysis sooner than common.
By planning and launching your Black Friday e-mail advertising efforts forward of time, you’ll be able to seize this early curiosity and set up a powerful presence earlier than the competitors heats up.
Beginning your campaigns early additionally means that you can:
Refine your focusing on
Early planning provides you time to dig deeper into your buyer knowledge and phase your viewers for personalised and, thus, simpler campaigns.
Based on a MoEngage survey, over half of customers count on a customized procuring expertise, with 27.7% saying they need manufacturers to customise communications primarily based on their buy historical past. Virtually a 3rd stated whether or not communications are related to their current procuring conduct would trigger them to pick one model over one other.
SourceWhat stage of personalization buyers need, based on MoEngage.
And in one other 2024 survey, 9 in 10 enterprise leaders stated they imagine personalization might be essential to their enterprise’s success within the subsequent 3 years.
Check and optimize
Early preparation provides you time to run A/B checks in your e-mail campaigns and make related optimizations. You could possibly take a look at numerous parameters, similar to the most effective time or day to ship emails, how lengthy to make your topic strains, or whether or not to make use of emojis.
Let’s say you’re not sure whether or not a brief, snappy topic line or an extended and extra detailed one generates extra opens. You could possibly run an A/B take a look at the place half of your viewers receives the brief topic line whereas the opposite half will get the extra detailed one. The open charges for every model may also help you establish the perfect type to your audience.
You may run an identical take a look at on the most effective time to ship emails. Analysis from GetResponse means that 4-6 AM and 5-7 PM are nice time slots. Nonetheless, the most effective time to your prospects could differ, and that’s the place A/B checks are available.
Alternatively, you’ll be able to benefit from instruments like Good Timing and Time Journey, which ship your messages when prospects are most definitely to work together with them.
Choose merchandise and create presents
An early begin additionally provides you ample time to curate enticing presents which can be prone to drive increased gross sales. For example, you’ll be able to bundle complementary merchandise and supply them at a particular worth. Or you’ll be able to present unique, limited-time offers that create a way of urgency, just like the one beneath from Designmodo:
Picture sourceExample of a Black Friday e-mail that creates a way of urgency with phrases like “final probability.
Begin teasing early sufficient
Teasing your Black Friday offers early can generate pleasure and anticipation amongst your subscribers and enhance the probabilities of conversion on the large day.
For example, you might start teasing your offers round 6 weeks earlier than the occasion, similar to by sharing glimpses of upcoming offers, together with countdown timers to Black Friday or a collection of messages that progressively reveal extra particulars concerning the sale. Then, as Black Friday approaches, you’ll be able to ramp up the urgency by sending out extra particular promotions.
Alternatively, you’ll be able to supply early entry to Black Friday offers to a phase of your prospects, like Cozmo does within the instance beneath.
SourceExample of a model providing early entry to Black Friday offers.
Methods to arrange an awesome Black Friday e-mail marketing campaign
Observe these steps to create an efficient e-mail advertising marketing campaign that skyrockets your Black Friday gross sales.
Use personalization and segmentation
Personalization means creating e-mail content material that resonates with every recipient on a private stage. Meaning content material that displays their particular wants, pursuits, and former interactions along with your model. For instance, you may ship particular presents on merchandise they love on their birthday or anniversary or suggest new merchandise to check out primarily based on their searching historical past.
Personalised emails create a extra intimate reference to the recipient, making them really feel valued, which, in flip, will increase the probability of engagement and conversion.
Segmentation means dividing your e-mail checklist into smaller, particular teams after which focusing on them with tailor-made messages. Commonplace segmentation will be primarily based on demographics (similar to age, location, or marital standing) and geography, whereas superior segmentation may contain behavioral knowledge, similar to previous purchases or searching conduct.
For instance, you might create segments for brand spanking new subscribers, frequent or loyal prospects, and high-value patrons. Every phase may obtain several types of presents: frequent patrons may get early entry to gross sales, whereas new subscribers may obtain a welcome Black Friday low cost to encourage their first buy.
One other segmentation methodology is dividing your viewers primarily based on their stage within the buyer lifecycle. Right here, you may group subscribers into three classes.
High of the funnel (TOFU)
These are new subscribers or leads who’ve simply turn out to be conscious of your model. For this class of subscribers, ship welcome emails with an introduction to your model, together with instructional content material, like how-to guides or business insights. You can even supply a particular introductory low cost to encourage their first interplay. Within the instance beneath, Loeffler Randall provides customers a 15% low cost on their first order:
Picture sourceExample of a gross sales e-mail focusing on TOFU prospects.
Center of the funnel (MOFU)
These are subscribers who’ve beforehand proven an curiosity in your product however haven’t accomplished purchases. Right here, give attention to constructing social proof. Share testimonials or present case research to strengthen the worth of your merchandise and tackle any lingering hesitations.
Backside of the funnel (BOFU)
These might be prospects who’ve made a purchase order earlier than and are shut to creating one other buy. For this group, present personalised presents and incentives. Unique reductions, particular offers, or loyalty rewards may also help nudge subscribers on this class towards finishing a brand new buy.
Increase your subscriber checklist
The muse of a profitable Black Friday e-mail advertising technique is a powerful checklist of subscribers. The extra subscribers you could have, the bigger your attain and the extra gross sales you may make on Black Friday.
So, within the months main as much as the large day, work on increasing your e-mail checklist. One nice technique you should use is to create and supply high-value content material — similar to guides, books, or tutorials — to prospects in change for his or her e-mail tackle.
Let’s say you run an ecommerce retailer that sells health club put on. You could possibly supply individuals who go to your web site a “Vacation Health Survival Information” in change for signing up to your e-mail checklist.
One other technique is to supply particular incentives. For instance, you might create a pop-up in your web site that gives guests a ten% low cost code or coupon in the event that they join your e-newsletter earlier than Black Friday. This method not solely expands your e-mail checklist but in addition primes your new subscribers to be prepared to your upcoming promotions.
Optimizing your opt-in kinds may enable you develop your checklist. Place them in outstanding and high-traffic locations of your web site, such because the homepage, touchdown web page, weblog, or checkout web page, the place most individuals will see them. Most significantly, prohibit the shape fields to a minimal, similar to an e-mail tackle and first title, to attenuate friction.
Lastly, preserve good checklist hygiene practices. Usually take away inactive subscribers and guarantee it’s straightforward for recipients to unsubscribe.
Decide the most effective time to ship your Black Friday emails
Timing is essential relating to Black Friday e-mail advertising. It impacts open charges, click-through charges, and, in the end, gross sales.
Map out your whole Black Friday e-mail marketing campaign, together with when to start out teasing your sale, when to launch the primary promotion, and when to ship follow-up reminders.
Consider your content material
Participating and compelling content material can seize your readers’ consideration and drive them to take motion.
Earlier than you hit ship, make certain your content material does the next:
Create irresistible presents
To entice prospects to make a purchase order on Black Friday, supply offers that present distinctive worth.
Begin by offering presents which can be in step with customers’ wants. Segmenting your prospects primarily based on their buy and searching historical past, pursuits, and preferences may also help with that.
For instance, you might supply prospects who’ve browsed your flavored coffees an awesome deal on particular treats to take pleasure in with their morning cup of joe.
You can even create particular presents or reductions which can be solely out there to your e-mail subscribers. This makes them really feel valued and creates a way of exclusivity.
One other Black Friday e-mail technique is to bundle merchandise collectively and supply them at a lowered worth. For example, should you run an internet retailer that sells magnificence merchandise, you might bundle a number of fashionable merchandise right into a “Vacation Skincare Package” at a particular worth.
You may additional incentivize purchases by including additional perks — similar to free delivery on all orders above a specific threshold or a free reward with purchases over a certain quantity. For instance, you might promote “Free Delivery on All Orders Over $100” or “Purchase a Laptop computer and Get a Free Wi-fi Mouse.” Such incentives can push prospects to spend extra to get the additional advantages.
Within the instance beneath, Kizik presents free socks when a buyer buys a pair of footwear:
Picture sourceExample of a model providing a particular incentive on Black Friday to encourage gross sales.
Design efficient campaigns
Encourage readers to open and have interaction along with your e-mail by utilizing a clear and easy-to-navigate format. Begin with a outstanding header showcasing your essential supply, adopted by sections with eye-catching product photos, temporary descriptions, and a well-placed call-to-action button. Right here’s an awesome instance from Evernote:
Picture sourceExample of an awesome Black Friday e-mail format.
Be sure that your most vital data stands out by utilizing daring textual content or contrasting colours. Use loads of white house to keep away from overwhelming the reader. Break up the e-mail copy with visuals, bullet factors, and subheads to enhance readability.
Your emails also needs to replicate your model identification. For example, in case your model’s coloration scheme is inexperienced and white, guarantee these colours are outstanding in your e-mail design. This reinforces your model’s picture and makes your emails immediately recognizable.
Use responsive design methods to make sure that the e-mail format adjusts to suit any display screen dimension. Be sure that your textual content is straightforward to see, photos are optimized for fast loading, and CTA buttons are giant sufficient to faucet on cellular gadgets.
Leverage related instruments
E mail and advertising instruments can prevent time and enhance the effectivity and effectiveness of your Black Friday advertising campaigns. For example, GetResponse MAX presents a number of superior options to streamline your Black Friday e-mail advertising efforts, together with:
Superior segmentation
This function allows you to divide your viewers into particular teams primarily based on components like conduct, buy historical past, and engagement stage. It means that you can create extremely focused e-mail campaigns that resonate with every phase.
Advertising automation
This instrument empowers you to arrange automated workflows that set off emails primarily based on particular buyer actions. This consists of sending welcome emails to new subscribers, recommending merchandise primarily based on searching historical past, and sending deserted cart emails to recuperate misplaced gross sales.
For instance, if a buyer provides an merchandise to their cart, an automatic e-mail will remind them to finish the acquisition, presumably with an added incentive, like a reduction. Analysis from GetResponse reveals that triggered emails take pleasure in among the highest click-to-open charges amongst all e-mail varieties at 11.07%.
Multichannel advertising
Utilizing your e-mail campaigns and leveraging different channels, like social media, SMS, and net and cellular push notifications, creates a constant model expertise and reinforces your messages throughout platforms. What’s extra, it may enhance your marketing campaign’s attain and income era alternatives by ensuring your advertising messages get to prospects rapidly — wherever they’re.
For instance, you’ll be able to kick your Black Friday marketing campaign off by sending a teaser e-mail collection weeks earlier than the large day. Your social media posts may replicate the identical messaging and themes as your emails, like a countdown timer to Black Friday. Because the day attracts close to, you might use SMS and push notifications to remind prospects concerning the gross sales.
AI product suggestions
This function makes use of AI to match your product suggestion to the wants, habits and preferences of your guests. It could possibly recommend merchandise which can be most definitely to curiosity every buyer by analyzing previous purchases, searching conduct, and different interactions.
Publication income statistics
This highly effective function helps you immediately measure the influence of particular e-mail advertising campaigns in your income. The insights may also help you make extra knowledgeable selections on what components to incorporate in your e-mail content material and the right way to phase your viewers.
GetResponse MAX’s e-newsletter income statistics function.
Widespread Black Friday e-mail advertising errors and the right way to keep away from them
Whenever you’re planning your Black Friday marketing campaign, ensure you keep away from the next.
E mail overload
Too many emails can result in e-mail fatigue and excessive unsubscribes. Ship fewer, extra focused emails that present nice worth as an alternative.
Based on MoEngage analysis, 31.9% of customers stated their most irritating expertise with a model was receiving too frequent or too little communication. GetResponse has discovered that the optimum e-mail e-newsletter frequency for the best open and click-through charges is 1-2 per week.
No personalization or segmentation
Failing to personalize and phase your e-mail campaigns means lacking the chance to ship extra related content material to your viewers, which can lead to low engagement and lowered gross sales. Use superior segmentation and personalization methods to tailor your messaging for the most effective outcomes.
Not speaking post-purchase
Don’t finish your relationship with prospects after they hit “buy.” Ship them order confirmations and delivery updates, recommend complementary merchandise, or simply request suggestions. Beneficial follow-up communication can enhance buyer satisfaction and encourage repeat enterprise.
This Warby Parker e-mail thanks the client for his or her buy and presents a delivery timeline:
Picture sourceExample of an awesome post-purchase e-mail
Publish-Black Friday e-mail advertising methods for retaining prospects
To maintain your prospects coming again lengthy after the upcoming vacation procuring season, take a look at these retention methods.
Ship thank-you emails
Ship a customized thank-you e-mail to prospects who made a purchase order on Black Friday. This reveals appreciation and reinforces the constructive expertise of procuring along with your model. You may ask for suggestions to evaluate their satisfaction and get insights for future campaigns.
Manufacturers like Apple, Airbnb, and Amazon all ship custom-made follow-ups to thank prospects for his or her purchases and collect suggestions, similar to via opinions or scores requests.
Run post-Black Friday presents
To seize those that missed out on Black Friday procuring, take into account working unique gross sales after the large day. It retains the momentum going and may also help entice prospects who’re nonetheless in procuring mode.
Ship deserted cart emails
It’s widespread for patrons so as to add objects to their cart however not full the acquisition. Immediate them to finalize their transaction by sending reminder emails with an added incentive — similar to a reduction, free delivery, or free use for a sure interval, like this instance from Hulu:
Picture sourceExample of an awesome deserted cart e-mail.
Take your Black Friday gross sales to the subsequent stage with e-mail advertising
Black Friday 2024 presents a wonderful alternative to drive gross sales and develop your buyer base. Use the information and techniques we’ve offered to create an efficient e-mail advertising marketing campaign.
GetResponse MAX may also help you streamline and automate your advertising campaigns and obtain your Black Friday gross sales objectives. E-book a demo in the present day.
