Due to the ever-growing e-commerce industry, Black Friday has turned out to be one of the most significant opportunities for brands and retailers to target consumers. E-commerce sales on Black Friday were reported to have increased by 7.5% in 2023 and reached USD 9.8 billion, which is a remarkable figure.
In this guide, we’ll cover the most promising Black Friday email marketing practices, ensuring that active shoppers are well-targeted and that your marketing campaigns are distinctive.
Table of Contents
Why Black Friday email marketing matters
7 effective Black Friday email strategies
Conclusion
Why Black Friday email marketing matters
Email blasts during Black Friday campaigns are specific to target buyers who are scanning the market for the best bargains Black Friday has to offer. On Black Friday 2024, for example, approximately 116.5 million Black Friday emails were forecasted. Targeted marketing turns out to be the most effective as it offers incentives such as free shipping or access to the hot-item first look that creates the urgency to act.
Therefore, in order to win, brands first need to define the audience, craft messages based on consumer interests and behaviors, and wait for the right moment to present an irresistible offer. Although there are several reasons why Black Friday might be the most sought-after sales date in the calendar, the following do stand out.
Discounted prices
This is why Black Friday has built up anticipation over time, as a lot of stores only advertise their most incredible discounts on the day of Black Friday. Customers have an advantage of up to 50-70% discounts on finite-time deals provided by retailers when they have been waiting for an entire year to buy something.
Economic factors
People can spend a lot of time looking for a black Friday deal even when the economy is in recession or high inflation because there is a need to cut down on basic needs and expenses related to the holidays. Some of them may also choose this holiday to use their disposable income.
Shift to online shopping
People are able to purchase products from remote locations, including inside their homes, due to online sales. This ease has led to an increase in the Black Friday sales percentage figures.
Increasing consumer expectations and retailer competition
Given that more and more people are joining the Black Friday craze, it comes as no surprise that a large number of consumers expect Black Friday sales and start saving money prior to them. Such competition can be very fiery, allowing the best deals which increases demand since every store tries to surpass the other.
7 effective Black Friday email strategies
1. Build anticipation with a pre-sale email campaign
Teaser emails arouse curiosity about the upcoming offers. They are said to be anticipation builders, with findings suggesting that 61 percent of people who shop prefer to buy from brands that send them alerts about the sales. Implementing email sequences, countdown timers, VIP areas, and early-access offers before Black Friday or other holidays can build anticipation and increase open rates.
2. Foster a sense of urgency
During Black Friday, the main goal is to gain more customers. Such feelings of urgency are known to be quite useful in making sure customers are converted. Phrases like “Overstock sale!” or “Only a limited number of these offers are available!” followed with some courtesy of “Just ten left in stock. Hurry! Our stocks are limited!” creates a frenzy amongst email subscribers.
3. Come up with an effective subject line and preview text
To boost open rates during the holiday season, focus on crafting compelling subject lines and text previews that create urgency with phrases like “Limited Stock” or “Today Only.” These phrases effectively capture consumer interest. Additionally, incorporating emoticons strategically can increase open rates by 56% and click rates by 96%, enhancing engagement while maintaining your brand’s integrity. Use them sparingly to avoid overdoing it.
4. Use good graphics in your emails
Incorporating images in emails is a key best practice, as 65% of users prefer visually engaging content over text-heavy messages. To stand out, experiment with vibrant colors and dynamic visuals, moving beyond the typical Black Friday theme. Animated GIFs and embedded dynamic explanations can further boost click-through rates. Clear and compelling CTAs linked to products are essential, driving a 28% increase in click-through rates.
5. Prepare creative email copy
An email copy can be composed most simply and straightforwardly, addressing the needs of the customers. Ensure that promo codes, their expiration dates, direct links to the products, and other related content deserving of a strong emphasis on the best deals are likely to result in sales. Text in such conciseness, with regard to the merits of the offer, is likely to sustain interest and arouse the desire to click through more times.
6. Analyze and adapt in real-time
During the campaign, track key metrics like open rates, click-throughs, and conversions to measure success. To determine which email components work best, use A/B testing. Re-engage non-responsive subscribers with targeted follow-ups to boost engagement and conversions.
7. Personalize your messages
People can earn a return of about six times their investment by sending general emails. Still, some elements somehow allow personalization to increase open rates by as much as 26%, studies show. Segmentation techniques targeting clients based on their previous purchases or preferences must be implemented. Statistics show how effective it is to include a customer’s name and purchase history in the email subject line of black Friday marketing emails.
Conclusion
A cohesive email marketing strategy can boost engagement, drive sales, and enhance your brand image. Begin by managing your target audience’s expectations with consistent messaging throughout the campaign. Gradually shift focus to personalization and targeted marketing to retain loyal customers and attract potential ones, ensuring your efforts resonate during the busiest season of the year.
Implement these tactics and ensure that the season for competition is the best for you. Start with an informative email that is eye-grabbing and aids the pre-sale activity, and watch the level of engagement grow. For detailed tips on the most effective approach to improving an email marketing strategy, read more from Alibaba.com.
