Email marketing for Black Friday has evolved over the years. From the initial practices of sending out unsolicited bulk emails to thousands of people who probably didn’t even know who you were. Businesses have become more intentional and creative with their Black Friday email marketing tactics with each player vying for a slice of the large multi-billion dollar payday.
Black Friday is undoubtedly the most active shopping day of the year. It is not uncommon to see a stampede of customers run into shopping stores to grab the best-discounted deals before they sell out. However, in the past few years, most companies and physical stores have moved their Black Friday sales online. The COVID-19 pandemic has only sharpened their focus on digital channels.
This resulted in more competition for e-commerce stores in driving customers to their stores. If you own an e-commerce store, it is important that you take advantage of email marketing to hold your customers’ interest and have them rushing to your store on Black Friday.
When Should an Ecommerce Store Start its Email Marketing Campaigns for Black Friday?
As a rule of thumb, it is advisable to start your Black Friday marketing early to mid-October of the year. By mid-October, your social media campaigns, web content marketing, and of course, email marketing in preparation for Black Friday should already be underway.
EMAIL CAMPAIGNS FOR BLACK FRIDAY
As you start your email marketing campaigns for Black Friday, you should know that your goal is to stand out in your customer’s inbox. In this period, thousands of promotional emails are sent to customers daily. You don’t want to be just another unread email, so you have to be at the top of your game.
USING DRIP CAMPAIGNS FOR BLACK FRIDAY PROMOTIONS
Since you will be sending a lot of emails to your customers towards Black Friday, a good strategy would be to create a drip campaign. A drip campaign is a series of automated emails sent to your subscribers over a period of time. With a good email marketing platform, you can create a sophisticated drip campaign. This drip campaign can have a countdown embedded in the emails, coupled with the promotion of your different products. With your email marketing platform, you can monitor your subscribers’ responsiveness to each email and their level of interest in the different products promoted.
Also, having a drip campaign with a countdown to Black Friday ensures that you stay at the top of your customer’s mind and keep them looking forward to your store’s Black Friday sales.
Based on your customer’s responsiveness to your email promotions, you can further categorize your subscribers’ list based on their products of interest. As Black Friday draws closer, you can then send targeted emails showing special sales and discounts off those products.
INTRODUCING NEW PRODUCTS
Another pretty effective email marketing strategy for Black Friday is introducing a new product or special deal whose release date coincides with Black Friday. During the countdown to Black Friday, keep your customers curious and interested in the incredible deal or new product that will be launched in your store. You can include added Black Friday bonuses like free shipping or a free attached product. This interest will keep your customers opening your emails for new updates where you can promote other Black Friday products as a secondary focus of your email.
To better communicate with your subscribers, you should implement autoresponders as part of your Black Friday email marketing strategy. Your customers will have concerns and questions about your Black Friday deals.
Using autoresponders makes sure they get prompt replies to their problems. This helps to build business credibility and trust with your customers.
Finally, in sending emails to your subscribers, remember to keep it short and sweet. Incorporate more images and digital art in your email designs instead of a whole block of text. Ensure you use captivating subject lines that encourage your subscribers to open your emails.
How ready are you to sell out on black friday ?