It's almost that time of year again, when mayhem not only descends upon the streets, but also online. Thanks to our American friends, Black Friday has become a rooted event in every marketer’s calendar – whether you specialise in B2C or B2B marketing, the year on year growth of revenue generated from Black Friday is proof that it is an opportunity not to be missed.
Last year us ‘Brits’ managed to spend a whopping £1.39bn via online shopping alone! 39% of these sales were completed on a smartphone – reiterating the significance of optimising your website and email campaigns to render for mobile.
Black Friday is only around the corner, if you’re still working on your own communications for the 23rd, have no fears… here are our top tips we have learnt over the years.
To help you capture some of the Black Friday magic, we will cover;
Let’s dive in…
1. Analyse last year’s campaigns
There is no better place to start than assessing your previous campaigns. As the saying goes ‘If it ain’t broke – don’t fix it.’
Start by evaluating:
2. Start building your list with an enticing incentive
You more than likely already have a sign up form on your website, but to capitalise on the extra traffic around this sales period, we recommend modifying your sign up forms with a Black Friday offer visitors can’t resist.
You can also drive traffic to a specific landing page dedicated to your offer and share this across your social platforms, letting your followers know of the specific discounts they could be entitled to by joining your email list. Make sure your landing page gives them the information they need to make a quick decision, but offers them more if they’re unsure.
3. Don’t wait until it’s too late
Don’t leave it until the big day to hit your subscribers with your first promotion, use the prior weeks to engage with your audience and build up anticipation.
By kicking off your promotions at the beginning of November, your messages have a greater chance of getting seen.
Ideas for teaser campaigns: -
4. Segment for success
To tempt your subscribers, your offers must be relevant. Is it genuinely going to cause recipients to react with enthusiasm?
Consumer’s awareness of personalised recommendations has led to a degree of expectation… your marketing must be connected to their preferences; a way to keep the content tailored to the recipient is by segmenting your contact lists.
Use intelligence from past purchases, form fills and website behaviour to deliver the offer that is most likely to resonate with each contact.
Ideas for segmenting email lists:
5. Take personalisation to the next level
Take your personalisation efforts passed a *FirstName* basis with Dynamic content.
Your email has around 3 seconds to capture the interest of the recipient at the best of time. People don’t read… they scan.
Dynamic content enables you to tailor your campaign so different groups of your audience receive different content, different offers, images, copy or calls to action, without having to rework the creative.
In the context of a busier than usual inbox, your message needs to make an impact in just a few words, use dynamic content to create a truly unique and engaging email.
Here are a few impressive ways to use Dynamic Content in your campaign:
6. Test to become the best
Your Black Friday campaign is one of the most important campaigns to make sure you have optimised for click throughs.
Start your split testing sooner rather than later, by testing campaigns on 10% of your audience in advance, you will have insights into your customer’s behaviour, which you can therefore adapt your campaigns for. Here are a few variables to start testing:
We cover in more detail split testing best practises in this article, check it out for further reading.
Another area you will want to ensure isn’t holding your masterpiece back is the deliverability of your email. We have an awesome feature at e-shot called email forensics, which checks out all the areas which may be negatively impacting your deliverability and tells you how to improve it… it’s a life saver!
Finally, carry out tests to make sure your email renders well on a mobile.
Types of email campaigns to optimise over the festive period:
As the festive madness is about to begin, it’s imperative you that you enhance emails which are crucial stepping stones in the buyers journey.
By providing a seamless, customer centric experience, your subscribers are much more likely to engage with your campaigns.
Why it works: Welcome emails reach your subscribers when they are most engaged with your brand and are, most likely, expecting to hear from you, perhaps even looking out for your mail. This first interaction sets the tone and is a great way to cement the relationship.
Why this is important for Black Friday: If you have used an incentive promotion on your sign up form, remember to include the discount code or voucher. Your welcome email is your first impression.
Abandon shopping cart email
Why it works: Not only are they reminding the recipient of the item which was in their basket, they are also recommending other products that they think they would like, with a clear navigation bar at the top to easily continue their shopping experience.
Why this is important for Black Friday: Abandon shopping basket emails have significantly higher conversion rate compared to a normal email. Follow Calvin Klien’s lead and upsell other products or services based on past purchase behaviour or related products.
Dynamic Content email
Why this works: Urgency is created in both the language used and the countdown timer. The use of negative space draws attention to the one clear call to action.
Why this is important for Black Friday: Countdown timers are a powerful psychological method of influencing your audience to take action and convert, combine this with the ‘fear of missing out’ in your copy and it will make viewers take action.
Our final words of wisdom …
Your offer needs to be compelling to the point of generating interest, but consider the opportunity for cross-sell and up-sell that you can derive from your Black Friday deal.
Incorporate alternative products and services into your email or landing page and make sure you track clicks on the email and visitors to the page. Chances are more people will view your offer and leave than complete a purchase, so consider the remarketing potential for those who come and go on Black Friday.
If you are feeling short on time this Black Friday, we have some awesome email templates at e-shot, which in the spirit of things, have a great discount!
We are confident that we can help you, which is why we offer a free healthcheck to identify potential issues with your current programme and free advice on things that could be done to improve it.