7 Black Friday Email Marketing Tips To Maximize Your Sales

Black Friday is one of the biggest shopping events globally. Many people consider their spending and wait until this sales opportunity. Therefore, people are more open to receiving marketing messages, which is a great opportunity for email marketing. 

People are looking for promotions. A combination of targeted messaging, personalization via dynamic conent, and irresistible offers, leads to a significant return in sales and website traffic.  

Black Friday doesn't need to be only about getting as many deals as possible. It is also a great chance to reengage lapsed customers and strengthen relations with current ones.

An essential part of your black friday email strategy is an analysis of your previous campaigns. What went well and what went wrong? Analyze open rates, click-through rates, conversions, and revenue generated. Use the data to build your new strategy. 

And what should the new strategy include? Clear goals. Do you aim to increase sales, grow your email list, boost traffic, or promote special products? This will help you tailor your email marketing strategy to your needs. 

Black Friday marketing campaign should start in advance. Planning is the key to success. You can divide the campaign into three stages: before Black Friday, Black Friday, and after Black Friday.

Customers will start searching for deals earlier than on the Black Friday day. Craft an email teaser email to excite your audience. Let them know you plan discounts and if they are waiting to make a purchase, they should check your website. Don't reveal all your plans, but be careful about being too mysterious. 

When Black Friday comes, send an email with the main offer, making it clear what is on sale. It's good to include a countdown to support the psychological effect of Black Friday. 

The sales shouldn't stop with Black Friday. All e-shops do Black Friday. But not all of them continue during the weekend. Extend the offer and stand out from the crowd. Plan email after Black Friday and let people know about last-chance deals.

Timing your campaign is important. And planning is a key to success. Together you should send around 5 emails.

Before Black Friday:

Email 1: Teaser email sent in the week before Black Friday

Email 2: Countdown sent just before Black Friday

Black Friday

Email 3: The main offer sent on the morning of Black Friday

Email 4: Reminder (or multiple reminders) sent while your campaign is running

Email 5: Last chance email sent just before your email campaign ends

After Black Friday

Email 6: Send an email about extending the offer

Segment your audience. This is a key to success. After segmenting your target audience, you can tailor your message based on custom behavior, preferences, and past purchases. Make the offer personalized based on the recipients' interests, location, or previous interaction with your brand. This way, you can reach out to lapsed customers, get new contacts, and strengthen your relationship with current customers.

The subject line is the foundation of a good email. Create an attention-grabbing subject line. There are gonna be hundreds of other emails that day, so you need to stand out. Learn more about how to create an effective subject line. 

Examples of Black Friday email subject lines:

• Get Ready for Black Friday Specials! 

• 45 % Off Everything NOW

• Black Friday Calling - Get 30 Off

• Black Friday ends in 4 hrs. You can still get in…

• Black Friday [Sale Extended]

The message including the navigation in your email should be clear. What do you want to tell your readers and what they should do? Your CTA should be action-oriented, guiding the reader to the next step - be it shopping for a specific sale, or checking out a new product. Use simple language and keep it short - between two to a maximum of five words. 

Examples:

• Click to Shop

• Shop All Deals

• Get 50 % OFF Today

• Shop Black Friday Now

Emails are more often consumed via mobile devices. Make your campaign mobile responsive. Responsive design and mobile-optimized emails lead to higher engagement rates. Otherwise, you might lose plenty of customers.

Incorporating social proof into your emails will increase credibility, especially among potential new customers. Incorporate customer reviews and quotes and build trust.

Email marketing goes hand in hand with experimenting, and so does Black Friday marketing. Run A/B testing. Experiment with different subject lines, send times, and email content. Monitor key metrics, such as click-through rates, and conversion rates, and learn what works best for your audience.

Black Friday is all about time-sensitive deals. The FOMO (Fear of missing out) is a key principle of black friday marketing. Use friendly language, but also support the sense of urgency. Use phrases like the following:

• Time is running out

• Sale ends tomorrow

• Last chance

• Only 3 days left
  
  Incorporate also magic marketing words:
  
  

• Great deal

• Limited-time

• Only

• Savings

Design plays an important role in email campaigns. The key is to align your emails with your branding. Use high-quality product images and make the structure clear and user-friendly. To make your email interactive and unique, add GIFs to your email. You can use it as animation of the word sales or showcase your products. To learn more about how to use GIFs in emails, check out our recent article.

If you are not sure how to design your email, use pre-built Black Friday email templates which you can further edit. It will save you plenty of your time.

After Black Friday, it is important to follow up with your customers and analyze your campaign's performance. Send surveys to gather feedback on their shopping experience. This can help you improve future campaigns and identify areas of improvement. Also, encourage customers to leave a review for the products they purchased. 

Analyze metrics such as open rates, click-through rates, and conversion to assess the effectiveness of your Black Friday emails. Look for patterns in customer behavior that can inform future campaigns. 

For customers who did not make a purchase, send re-engagement emails that might include exclusive offers or information about upcoming sales.

There is still time to plan your Black Friday campaign. If you want to save time, use Topol's pre-built Black Friday email templates. Our drag-and-drop email editor will make it easy for you in terms of design, segmentation, and personalization. Try a free trial and see for yourself!