How email can help benefit your Black Friday & Cyber Monday offers

With Black Friday taking place on the 26th of November, now is the time to start planning your Black Friday offers and how you are going to promote them. The Corona Virus is still playing a very active role in the world, making your digital marketing more important than ever. We’re going to look at some trends from previous years and show you how email can help benefit your Black Friday and Cyber Monday offers and campaigns. 

We’ve seen the number of emails sent for Black Friday has continued to increase each year and that the trend to head online to take part in Black Friday and Cyber Monday is ever increasing. So, what does this mean for you as a marketer or business? To help the success of your Black Friday campaigns, you need to make sure of digital marketing and in particular email marketing. 

How can email benefit your business?

There are a number of benefits for using email for your Black Friday and Cyber Monday offers. Let’s take a look at a couple of these benefits:

  • Direct reach – with email marketing you can send your offers directly to your customer’s inbox. This gives you direct access to your customers. 
  • Targeting – with email marketing you can send specified and tailored offers to different segments of your database to help increase your engagement and ROI. 
  • Follow-ups – with email marketing you can see who has and hasn’t engaged with your email campaigns and can send follow up campaigns to those who need them. 
  • Reporting – as mentioned above you can see exactly who has engaged with your emails and a ton of other stats. This way you can gauge the exact performance of your email campaigns and find areas to improve on. 

How to start planning 

It’s important to plan exactly what you will be doing for Black Friday and Cyber Monday and ensure that your marketing supports this. Here are a few tips on how to plan your email campaigns for Black Friday and Cyber Monday:

  • Set up a content schedule. Know exactly when you are sending out your email campaigns, what they will contain and who they will be sent to ahead of time to avoid any last-minute rushing or mistakes. 
  • Do your research. Take a look at your previous email campaigns and general email marketing stats to find out what day and time is the best to send your emails. Generally, email campaigns see the best performance when sent on a Tuesday or Thursday. 
  • Know who you are targeting. Instead of going for the ‘spray and pray’ approach, segment your database and send relevant content to your recipients. 

Email best practice for Black Friday

Now that you are ready to start planning or finalise your Black Friday and Cyber Monday email planning, let’s take a look at some best practice:

  • Use your subject line and preheader text. These are two very powerful tools that you need to make use of. Remember there are a ton of emails being sent during the Black Friday period so make yours stand out. Your subject line and preheader text are one of the easiest ways to make your emails stand out in your recipients’ inbox. 
  • Make your content easy to scan. No one wants to be confronted with a wall of copy. Design your emails to be easily scannable with clever use of headings and images.
  • Make the most of your call to action. Make sure your call to action stands out and grabs your readers attention. Make use of a button instead of hyperlinked text and use action words to encourage readers to do exactly that, take action. Read more on how you can optimise your calls to action here.
  • Keep your offer as the centre of attention. These emails are after all about your Black Friday or Cyber Monday offers so be sure to keep your offer as the centre and focal point of your email campaigns. 

With all these tips in mind remember to be creative, you want your email campaigns to stand out from the rest. If you need any assistance with your email marketing for Black Friday and Cyber Monday feel free to get in touch, we’d love to help!