Top 6 Best Practices for Black Friday Email Marketing

/ October 10, 2019 | 6 Mins Read

Top 6 Best Practices for Black Friday Email Marketing

As a marketer, it can be difficult to transpire with great marketing emails with eye-catching images and reachable copy. However, a Black Friday email campaign is a great way to cash in on all this spending.

Alongside your website and social media, your Black Friday email marketing needs to be strong if you want to capitalize on the world-wide retail holiday.

Black Friday can massively impact your sales but it requires a carefully structured campaign strategy that will entice audiences and fuel purchases.

You should be designing attractive visuals for your email marketing campaign—using images of your products or informational infographic about how to access your Black Friday offers.

But great creatives won’t help if your email subscribers don’t even click on your email—you will end up losing out on potential sales. 

Here are six best practices for ensuring your Black Friday email marketing impresses subscribers enough to open your emails, and click through to make purchases.  

1. Focus on Subject Lines


Before subscribers even see your Black Friday email, they will encounter the subject line. And that is where you need to grab their attention and hold it.

Your email subject line needs to be attractive enough to make the recipient want to click on the email and read further.

To do this, you need to put your offer front and center. Are you giving discounts on Black Friday? Use ‘X% Discount’ as your opener.

Are you giving away freebies? Write ‘FREE’—in capital letters—in your subject line. 

People receive hundreds of emails every day—and if you want to stand out from the crowd, you need to ensure that you grab their attention immediately.

Use powerful and attractive words in your subject lines like the afore-mentioned ‘free’, and ‘discount’, as well as ‘sale’, and ‘exclusive’. 

But also remember to keep your email subject line short—don’t put your entire offer in the subject line if it’s going to be longer than five words. 

It won’t be visible in the email preview and will diminish your open rates. 

Keep your subject line short, precise, and exciting to optimize interest in your Black Friday sales.

2. Personalize Your Email Marketing

As we have mentioned, people receive a very large volume of emails every day—and a fair amount of them are promotional

What makes a promotional email different from a regular, personal one? These emails usually just start with ‘Hi!’.

Put yourself in the position of your subscriber—are you going to click on an email that has such a generic salutation? Does it sound like the company even cares about you? Or does this email make you feel like you are just one of many subscribers to this brand?

As an email marketer, these are the feelings you absolutely must avoid evoking. Not only will they lead to decreasing open rates, but people may even unsubscribe.

And when an event like Black Friday is just around the corner, you definitely do not want to be receiving unsubscribe requests.

Keep your subscribers engaged and make them feel like they are part of your brand family by adding a personal touch to your email marketing.

Include the names of your subscribers in the salutation, and in your email subject line, if you have the space. 

Use an email marketing software like Moosend to personalize each email even when you bulk send to your subscription list.

But salutations aren’t the only kind of personalization you should be concentrating on—segment your email list according to what your subscribers would want from you on Black Friday.

Design emails according to these categories and email your list accordingly. This will greatly increase the chances of your emails being opened and clicked on.  

3. Responsive and Accessible


Over 2.2 billion people view emails on their mobile, according to the latest marketing trends. This means that your emails have to be responsive for different devices.

When you’re marketing your Black Friday sales through email, you need to ensure that people can view it properly whether they are looking at it on desktops, mobiles, or tablets.

Additionally, different types of devices have varying screen sizes, so your marketers and designers need to keep that in mind, as well.

But alongside responsiveness, your Black Friday emails should be accessible. 

The concept of universal design is something that should be implemented across the board, but particularly when an event with high traffic, like Black Friday, is coming up.

Use a color-blind friendly palette for your design, and ensure that your headers and alt text is optimized for screen readers.

By being responsive and accessible, you can improve the user experience of those receiving your Black Friday emails, which will help to boost sales.

4. Short and to the Point

We have already stressed the importance of writing short email subject lines, but the body of your Black Friday email should also be short.

That may seem like a stringent practice to undertake—you will want to share all the details about your Black Friday sales in an email, after all—but it is best to keep them short.

Once you’ve got subscribers’ attention with an attractive subject line, they are going to want to know immediately after opening the email what they can get from your Black Friday offer.

If you place those offers at the bottom of a very long email, then you are going to lose sales opportunities—the reader will get bored or annoyed halfway through and delete your mail.

Instead, keep the meat in front, so to speak—deliver on the promise of your subject line as close to the header as possible.

If you have multiple offers that could appeal to certain segments, send them multiple emails—in decent intervals so that people don’t get overloaded or forget the previous offer.

This technique will help you engage the audience on multiple levels while ensuring that they receive your Black Friday sales message loud and clear. 

5. Clear Call-to-Action


The fall out of keeping your Black Friday emails short is that your call-to-action needs to be well-defined, clear, and easy to spot.

Consider placing the call to action (CTA) at the very top of your email to maximize the impact on your subscriber and to instill in people a purchase-forward mindset. 

Even if you do place the CTA lower in your email, you should make it legible and attractive.Don’t write a very long CTA, as that could be confusing for readers. 

Remember, since this is a Black Friday email, they want to be able to get a deal, or use a code for a discount. Get to the point and your click rate will improve.

Also avoid using multiple CTAs. Again, that will be confusing for the recipient—there should be one distinct action that your Black Friday email asks subscribers to perform.

6. Email Follow Ups

When you conceived of your Black Friday email marketing campaign, did you imagine just one email or multiple? If your answer was the former, then you need to rethink your strategy.

Simply sending one email on Black Friday announcing your offers or discounts will do very little for your sales—other retail outlets are doing the same. Why should a subscriber choose yours?

Your Black Friday email marketing campaign has to start well in advance of the actual event. 

Send an announcement email to your email list a week or two before Black Friday to notify people of the sales. Send teasers about what discounts people can expect a few days later.. 

The week of the event, send a more comprehensive email with detailed offers.

Then send follow up emails just before Black Friday, and on Black Friday its lf, send at least two emails about the sales, and one just before your sales end.

That may sound like a lot of emails but if you want to stand out from the crowd, you need to capitalize on recall—and the only way to do that is by sending a handful of emails. 

Key Takeaways

Your Black Friday email marketing needs to be on-point if you want to reach your sales goals.

Focus your efforts on writing a captivating email subject line and remember to personalize your messaging to your segmented target audiences.

Make your emails responsive across different devices and accessible for all audiences.

Keep your emails short and to the point—you don’t want to lose audiences by waffling on. Your call to action should be well-defined and clear. 

And finally, one email will not suffice—send announcements, reminders, and follow up emails to ensure your audience knows to engage with your brand on Black Friday.

Follow these best practices to create a Black Friday email marketing campaign that will convert subscribers into purchasers.

Author: Ronita Mohan

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