The space in a customer’s email inbox is understandably incredibly competitive over Black Friday. Brands sent 116.5 million on Black Friday, more than any other single day. But 2022 saw the following stats when compared to 2021:
17.5% more shoppers
7.38% average conversion rate
$7.5 billion revenue
14.3% average discount offered
13% gave a gift with a purchase
84% of orders had free shipping
1.43x higher conversion rate for ShopPay
Source: Shopify Plus
So how do you cut through the noise and get your emails noticed and opened by your customers?
Here are 6 expert tips to get your brand noticed over one of the busiest periods for any eCommerce owner.
1. Deliverability
Make sure your emails are landing in the right inboxes. You can send emails until the cows come home but if they aren’t landing in the right inbox no one is going to see them. Make sure to test the deliverability of your emails using tools such as Mail Genius or through using a Klaviyo Agency Dubai such as Kensington Media House.
2. Personalisation
Use first-party data to personalise email content and segment your audiences and funnels to provide bespoke customer experiences that feel personal. This will engage your audience and help them to connect with the content that you are sending out to them over Black Friday.
3. Don’t just rely on your subject line
Think outside the box. Provide value on the build-up to Black Friday so that when the emails start to come through customers are actively looking for you. A great tactic that we’ve seen used on the run up to Black Friday is using a Black Friday black card. A voucher included that provides exclusive deals that only past customers that have a black card can access. This will keep you in mind when Black Friday comes along.
4. Super segmentation
Split audiences between engaged and hyper-engaged. Some customers won’t need as much of a nudge as others to buy. You could have a VIP customer list who buy all the time and therefore get the best discounts because it’s an almost guaranteed sale. The easiest way to set this up is by working with a Klaviyo Agency Dubai such as Kensington Media House.
5. Make the customer part of the conversation
Try to get customers to reply to emails before Black Friday to find out what they want to see on sale and reward the engagement with discounts. Being attentive to this level of retention will result in more sales.
6. Other alternatives
People are using other platforms to be heard. Utilising SMS during this time period is crucial to cut through the noise. You’re able to reach your audience directly on their phone which could have more of an impact. With more than a 98% open rate, this is a no-brainer.
If you want to find out how we can help you with Email marketing strategies – Here’s a link to our Klaviyo Agency Dubai to book a growth consultation.
Black Friday is the biggest shopping event of the year, and email marketing plays a crucial role in driving traffic and sales for businesses. With so much competition, it’s important to have a solid strategy in place to ensure your email campaigns stand out and are effective in driving conversions. Here are some tips for creating successful Black Friday email marketing campaigns.
Firstly, it’s essential to plan ahead and start early. Black Friday falls on the day after Thanksgiving, which is always the fourth Thursday in November, so businesses should start preparing their email campaigns at least a month in advance. This will give you enough time to plan your strategy, create compelling email designs, and ensure that your email list is up-to-date and ready to go.
The second tip is to make sure your email design is visually appealing and eye-catching. You want to create an email that is both attractive and easy to read. Use bold colors and high-quality images to grab the attention of your subscribers. You can also consider using GIFs and videos to add more engagement and excitement to your email.
Next, focus on your subject line. The subject line is the first thing your subscribers will see in their inbox, so it’s crucial to make it compelling and attention-grabbing. Use strong action words and make sure the subject line is relevant to the content of the email. Also, try to keep the subject line short and concise, as people tend to scan through their emails quickly.
Another tip is to create urgency in your email campaign. Black Friday is all about deals and discounts, so make sure your email campaign communicates a sense of urgency to your subscribers. Use phrases such as “limited time offer” or “while supplies last” to create a sense of scarcity and encourage subscribers to act quickly. You can also consider using a countdown timer in your email to add more urgency and excitement.
Segmentation is also an important aspect of Black Friday email marketing. You should segment your email list based on factors such as previous purchase history, geographic location, and product preferences. By doing this, you can tailor your email campaigns to specific groups of subscribers and increase the chances of conversions.
Personalization is another effective way to improve the success of your Black Friday email campaigns. Address subscribers by their first name and make sure the content of the email is relevant to their interests and preferences. You can also consider using dynamic content to show different products or offers based on the subscriber’s previous browsing or purchasing behavior.
Mobile optimization is critical when it comes to email marketing, and this is especially true during Black Friday. According to a recent study, 55% of all email opens occur on mobile devices, so make sure your email design is optimized for mobile screens. Use a responsive design that adapts to different screen sizes and test your email on multiple devices to ensure that it looks great on all of them.
Social proof is another effective tactic to use in your Black Friday email campaigns. Including customer reviews, testimonials, and ratings can help build trust and credibility with your subscribers. You can also consider using social media integration to showcase user-generated content and encourage subscribers to share their purchases on social media.
Finally, it’s important to follow up after Black Friday. Many shoppers will wait until Cyber Monday or even later to make their purchases, so make sure you continue to communicate with your subscribers after Black Friday. You can send follow-up emails with additional offers or promotions to encourage those who didn’t purchase to come back and shop.
In conclusion, Black Friday is an essential time for businesses to increase their revenue and customer base. With the right email marketing strategy, businesses can capitalize on this massive shopping event and drive significant sales. By planning ahead, creating visually appealing designs, crafting compelling subject lines, creating urgency, segmenting, personalizing, optimizing for mobile, using social proof, and following up after Black Friday.
