4 tips for sending Black Friday emails

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8, November 2018

Black Friday and Cyber Monday are just around the corner. During and before Black Friday and Cyber Monday many retailers give large discounts on purchases made online. This year the online December sales will start on 23 November (Black Friday) and 26 November (Cyber Monday). This phenomenon is still very much on the rise. In 2017  18% more sales were realised than in 2016. This bodes well for this year!

Internationally, these two “online sales days” now seem to be permanent fixtures, but increasingly more Dutch organisations are also joining in. This can be seen on the Black Friday Nederland website. Thuiswinkel.org also suggests a number of general tips for you when determining your Black Friday strategy.

Email as perfect channel

Smart deployment of email marketing can help you realise more conversions. Email is the perfect channel for making relevant every Black Friday/Cyber Monday dialogue as well as the channel for the best ROI. At present, there are more than 4.3 billion active email accounts worldwide and it is estimated that some 269 billion emails are sent every day (Radicati.com).

According to studies conducted on Black Friday 2016, email realised 17 percent more conversions than social networks (Mckinsey.com). These results correspond with the preferences of the recipients: as much as 72 percent of the respondents indicated that they would rather receive commercial content via email than via social networks.

As consumers on Black Friday “wait” for newsletters with discounts, the open ratios increase by 60 percent (Inc.com).

Without a doubt you should use email marketing. Below are four tips for increasing your turnover through email marketing:

Black friday email marketing

1. Tell your subscribers in advance about the fantastic special offers

Have you set out a Black Friday strategy? Tell your subscribers now about the fantastic special offers for Black Friday and Cyber Monday, don’t wait until then. Create involvement and stay in the thoughts of the consumer. A (simple) email marketing flow is guaranteed to increase your conversion.

2. You don’t always have to be original/creative and don’t worry about being too ‘Americanised’

Standing out in the mailbox doesn’t have to be difficult. We would recommend creative content, but we all realise there are time constraints. In that case: you don’t always have to be original and you don’t have to worry about being too “Americanised”. Use words such as sales, free and large discounts or play upon people’s curiosity with a surprise or freebie promotion. Scarcity (while stocks last, only a few more left) also works. In fact, we are all drawn to this. There is also the misunderstanding that emojis wouldn’t look professional. More organisations actually use these than those that don’t.

3. Use a conditional subject line

The strength of email marketing lies in segmentation and personalisation, but optimisation for mobile telephony is also becoming increasingly important: last year 40 % of purchases were made via a smartphone). Have you ever considered a conditional subject line? This subject line appeals to the recipient personally, but not only with the first name. You can, for example, have men see a different subject line than women, and appeal to those who like jumpers with new jumpers instead of new trousers. The subject line is the key to your message and the first and last opportunity to stimulate the Black Friday contact to action. It is the moment to use the conditional subject line.

4. Send enough emails: don’t just settle for one

By dividing your database into segments, you can personalise your campaigns and content better and modify them according to the needs of your users. With automation you can then get the best results from email marketing. So send enough emails, don’t just settle for one. What happens if someone does or does not click in your email? Which text message or email is then sent? Try putting together a (simple) Black Friday or Cyber Monday campaign and prepare an Abandoned Shopping Cart email. An Abandoned Shopping Cart email may help to persuade doubters to make that purchase after all.

Email marketing is not only profitable, it’s also fun. Would you like to find out more? We will be happy to tell you all about the ins and outs of email marketing and show you some inspirational examples of Black Friday emails and flows as well as other campaigns.

This blog entry was originally written as a guest blog for Mijndomein.nl.

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