Black Friday…the most highlighted day of the year to grab a good deal! If you have email marketing at your fingertips to increase sales, ensure that you are making the right moves while setting those Black Friday campaigns up. Here are a few ways to make sure that you are hitting the mark on Black Friday with your email campaigns.
What to do
Think in advance – Timing is key
Start your Black Friday Campaign way in advance! While you don’t want to inundate your subscribers’ inboxes, you do want to be top of mind when Black Friday does roll around. In advance, we mean a time frame of at least a week. It is also recommended that there can be up to 3 emails that are part of your Black Friday Email campaign.
Make your content stand out
As everyone will be jumping on the “Black Friday train” in your subscriber’s inboxes, it is imperative that your campaign stands out from the crowd. You can do this by keeping on brand, making your campaign simple and optimizing your “calls-to-actions”. As mentioned previously in our “How email can help benefit your Black Friday & Cyber Monday offers”, make the most of your call to action. I think the key to this is to stand out without looking like you are trying to stand out, be the relatable brand that your subscribers have come to know and love!
Segment your database
In any email campaign, segmenting your database is a good idea to boost success rates and engage with the correct subscribers. Segmenting your email campaign this Black Friday can give you the boost that you need to reach the correct subscribers. An example of breaking your subscriber list into smaller segments like active; inactive and VIP subscribers. You can then go on to send each segment a campaign tailored to what they would respond to. For example, you could reward your ‘VIP’ subscribers with a more exclusive deal for their loyalty.
What not to do
Send a last-minute campaign
This point goes together with what you should be doing in your campaign. It is important that you don’t forget about your Black Friday campaign and click send last minute. This is like showing up to a wedding that you didn’t RSVP to. If you are not preparing your subscribers to expect your deals, this will also set them back in the purchasing decision. If you build up to your Black Friday specials with your email campaign, your brand will be top of mind when your subscribers are looking to do their Black Friday shopping.
Not optimizing your campaign for mobile
As statistics continually show that majority of subscribers open emails on their phones, it is essential that you haven’t overlooked the importance of this optimization. If you have compiled a visually beautiful campaign, it would be a shame for it to not show correctly on mobile, potentially losing opens, clicks and the attention of your subscribers.
Not taking advantage of your email campaign platform.
One of the biggest mistakes you can make with Black Friday and your email marketing is not taking advantage of the event to engage with your subscribers. In saying this, taking part in a Black Friday campaign doesn’t necessarily need to mean marking 50% off all your products/services. You can also be creating value for your subscribers by offering free delivery, or even a mystery gift with your purchase! This value will be appreciated by your subscribers and their engagement and support will be there.
In anticipation of Black Friday, with some dos and don’ts on hand, please get in touch with us for any assistance with your Black Friday campaign or any email marketing questions! We are here to help.