Email is one of the biggest drivers of sales around Black Friday.
Do you have your strategy in place?
This article will focus on five major email marketing tactics, specifically for Black Friday.
The tactics in this post have increased purchase-rates by 90%, on average, so pay attention.
Note: Rather than recommend something without the numbers to back it up, Iâll be basing a lot of the tactics in this guide off a report from Omnisend, who analyzed 128,000 newsletter and automated email campaigns sent by more than 7,200 brands around the Black Friday holiday period.
Letâs get into it.
The reason for this is simple, personalized emails outperform non-personalized emails massively.
Depending on who you ask, personalized emails deliver 6x higher transaction rates, improve click-through rates by an average of 14%, conversions by 10% and open rates by 26%.
My recommendation is to collect different things, depending on your industry:
If youâre in B2C:
If youâre in B2B:
Hereâs what Omnisend found when they analyzed signups perform fill-out:
In short, the sacrifice you make with the total number of people signing up (because youâre asking a lot of info) is more than made up by the increase in sales.
A series of 3 emails perform better than single emails.
A lot betterâŚ
If you run any kind of sales email strategy, youâll already know that a follow-up email, and a follow-up email after your follow-up email, is going to increase your chances at a conversation or a deal.
Itâs just as true for Black Friday marketing as it is within your sales funnel.
Then, write two follow-ups. Something simple likeâŚ
Just wanted to check in to make sure you received my last email?
Our 50% discount on [product] only lasts for another 24 hours, and I wouldnât want you to miss out!
Let me know if you have any questions,
Honestly, you donât need anything fancy, just a few lines which bring your original email back up to the top of their inbox.
This is a big one.
Winback campaigns are a series of automated email sent to previous customers enticing them to buy again.
Theyâre especially powerful around Black Friday
When marketers created win-back email campaigns for Black Friday, they earn 106% more orders compared to the rest of the year, with a 1.3% order rate.
Winback Email Open Rates around Black Friday vs Rest of the Year:
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Winback Order Rates around Black Friday vs Rest of the Year:
If you have an email list of 25,000 previous customers, sending a 3-email series promoting your Black Friday deals will result in more than 300 sales. 1.3% doesnât sound so bad now, does it?
Thereâs a reason for this:
Winback campaigns are all about recurring value: âYouâve already bought from us once. Hereâs a reason you should by from us again.â Black Friday is the holiday made of value. And think about it, if someone bought from you last Black Friday, theyâve likely worn through or want an updated version of whatever you sell. 12 months is the perfect amount of time to try to recapture previous customers.
This one is a bit tricky, because your prospective customers may be in different timezones than you, but keep it in mind nonetheless.
When Omnisend analyzed 128,000 newsletter and automated email campaigns sent by more than 7,200 brands between January 1, 2017 and December 31, 2017, this is what they found:
If you canât quite see that, let me break it down.
The best times to send Black Friday emails are:
This is a no-brainer, but many early-stage e-commerce companies still miss it.
Hereâs how an abandoned cart recovery strategy works:
Hereâs how cart abandonment emails do around Black Friday:
Now, you might not think that 1 or 2% of your website visitors coming back to complete a sale is all that big a deal. But think of it this way, before cart abandonment emails, you were losing everybody who didnât complete a purchase. With them, you have a shot.
For a guide to cart recovery emails, check out âHow to Write Abandoned Cart Emails.â
You canât argue with stats â especially when those stats come from 128,000 email campaigns from more than 7,000 brands.
The tactics in this article can have a huge impact on your bottom-line sales this Black Friday, but you need to get rolling soon. You need to be setting up by the end of October, or your competitors will have the edge on you.
What are your thoughts? What do you have planned for your email campaigns this year?