Perfect your Black Friday Email Campaigns in 6 Easy Steps
With Black Friday around the corner, you should have started thinking about how you’re going to market your products through email campaigns. And while you may think that this may not be important, you’d be surprised to know that email marketing is up to 40% more effective than social media. So in order to not miss this fantastic conversion opportunity, let’s take a closer look at how to Perfect your Black Friday Email Campaigns in 6 Easy Steps.
For those new to email marketing, or if you’ve just started your eCommerce store (congratulations!), let’s delve a bit into what Black Friday email campaigns are and why they’re important:
What is a Black Friday Email Campaign & Why is it Important?
Black Friday email campaigns are essentially a way of communicating the deals and promotions your brand will be offering to your customers. Email campaigns can be anything from one email detailing your Black Friday offering, to a series of emails sent in the lead up to Black Friday. Although you may think there are other more effective ways of marketing your products, you should definitely not overlook the importance of email campaigns! Here are a few reasons why email campaigns are important:
- Allows you to stay in contact with your audience.
- Increases brand awareness.
- Almost everyone uses email, therefore making it easy to reach people in real-time.
Now let’s take a look at these 6 Easy Steps to Perfect our Black Friday Email Campaigns:
- Plan, and plan some more!
- Provide customers with multiple opportunities
- Display a clear call to action (CTA)
- Perfect your subject lines and preheader text
- Keep it short and sweet
- Incorporate Personalization
1. Plan, and plan some more!
You would already know this, but if you’re wanting to run a successful marketing campaign, you need to make sure you’ve planned it properly, especially when it comes to big events like BFCM.
When planning your Black Friday email campaign, think of the actual deal you’ll be offering to your customers. You can then decide on the following:
- When you want to give them insight into what the deal is.
- What day your deal will go live (only Black Friday / Cyber Monday / BF to CM etc.)
- How many emails you want to send in the lead up to Black Friday/Cyber Monday.
- On what dates and at what times you want to send the email/s.
- Call-to-action’s that you will use.
- What you would like the email/s to look like.
- What your subject line and preheader text will be.
2. Provide customers with multiple opportunities
It’s important to remember that people receive a couple, if not hundreds, of emails a day, which means emails often get overlooked. It’s therefore super important to not just send one email to your customers, but rather a few, so the chances of them seeing and opening an email are higher.
In saying that, it’s important to maintain balance, and not spam your customers inbox, as that will only lead to irritation, which is not what you want! Just make sure to send more than one. Depending on when you start your campaign, you could send weekly emails or an email every few days when BFCM nears closer.
3. Display a clear call to action (CTA)
This is one step you should not overlook! In every email you send to your customers, a visible call-to-action should be included. This is important as it acts as a signal to tell the customer what to do next.
Here are some CTA’s you can use, depending on the content of your email:
- Get Access Now
- Sign Up
- Take Me There
- Buy Now
- Shop Now
- Add to Cart
4. Perfect your subject lines and preheader text
Perfecting your subject lines and preheader text is crucial if you want to stand out amongst the other hundreds of promotional BFCM emails in your customers’ inbox.
The key here is to create an attention-grabbing subject line. You can do this by asking a question or bringing in humour. Take a look at these successful Black Friday email subject lines as inspiration.
5. Keep it short and sweet
No one wants to read through lengthy copy to know what deal your store will be offering. It’s therefore important to break up your content by using headings, lists, images and videos. Ideally, your email copy length should be between 50-125 words.
6. Incorporate Personalization
Personalization is a great way to grab the attention of a customer. In fact, personalized subject lines are 26% more likely to get opened. In order to personalize your emails, you’ll need to create segments based on the behaviour’s of the customers you’re wanting to target. For example, if someone bought a specific product and you’re offering a deal on that product for BFCM, you can target them based on their previous purchase.
You’re all set to create your Black Friday Email Campaign! As a general rule, don’t forget to plan, provide your customers with multiple opportunities, display clear CTA’s, perfect your subject lines, include personalization and keep it short and sweet.