BLACK FRIDAY EMAIL MARKETING

SUCCESS KIT

Elevate your Black Friday game with a strategic roadmap designed for brands ready to take their marketing to the next level. If you're already investing in marketing, this blueprint will help you refine your approach and maximize your impact. Discover proven strategies, innovative tactics, and valuable insights that will set your campaigns apart and drive exceptional sales. Unlock your brand's potential this holiday season!

Black Friday is a key moment in the retail calendar, offering brands a prime chance to tap into shopper anticipation. With record-breaking online sales and a rise in mobile shopping, optimizing campaigns for mobile users is crucial. High cart abandonment rates make retargeting essential. A strong email marketing strategy can capture attention, drive engagement, and build lasting customer relationships.

This blueprint provides a step-by-step guide to creating a Black Friday email campaign that resonates, engages, and converts—from audience insights to crafting the perfect call-to-action.

WELCOME

TABLE OF

CONTENTS

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5 BLACK FRIDAY STATISTICS YOU SHOULD KNOW IN 2024

In 2023, 90.6 million people shopped online on Black Friday, spending
$9.8 billion. This was a 7.5% increase in online sales year-over-year. Analysts predict that Black Friday sales in the United States in 2024 will reach $278.645 billion, a 5% increase from the previous year.

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Email and SMS campaigns saw substantial growth in 2023, with personalized messages proving more effective in driving sales.

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During Cyber Week, personalized emails saw a 15% higher open rate.

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Early access sales contributed significantly to traffic surges. 24% of consumers planned to start their holiday shopping during October sales events, highlighting a shift towards earlier preparations.

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Sending Black Friday emails early in the morning can increase the chances of these emails being opened and acted upon by eager shoppers. 

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BLUEPRINT BREAKDOWN

01. Setting Clear Objectives

02. Audience Segmentation

03. Crafting Compelling Content

04. Best Practices for Design

05. Timing and Frequency

06. Engaging After the Sale

07. Analyzing and Optimizing

Before diving into the tactics, define what success looks like for your brand. Whether it's increasing sales, acquiring new customers, or boosting brand awareness, having clear objectives will guide your strategy.

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SETTING CLEAR OBJECTIVES

AUDIENCE SEGMENTATION

Demographic Segmentation: Group your audience based on age, gender, location, lifestyle, etc.

Behavioral Segmentation: Segment based on past purchase behavior, website activity, and email engagement.

Cart Abandonment Recover:  Identify those who showed intent but didn’t complete a purchase. These customers are prime for retargeting with special incentives.

Loyalty Segmentation: Consider segmenting VIP customers based on their lifetime value (LTV) and rewarding them not only with early access but also with exclusive bundles or personalized offers. This can maximize their loyalty.

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CRAFTING COMPELLING CONTENT

Subject Lines:  In addition to creating urgency, add an emotional element to your subject lines. For example: "Don’t Miss Out on the Best Sale of the Year – Your Dream Deals Are Here."

Personalization: Go beyond just using the customer’s name—include dynamic content that shows recently viewed products or reminds them of items they left in their cart.

Visuals: Ensure consistency across all marketing channels (email, social, website) to create a cohesive visual experience. Adding short videos or GIFs of top products can make your emails more dynamic.

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Mobile Optimization: Ensure emails are mobile-responsive, as a significant portion of users will access them on mobile devices.

Clear CTAs: Use actionable language like "Shop Now" or "Grab the Deal."

Minimalistic Design: Keep the design clean and straightforward, focusing on the products and offers.

BEST PRACTICES FOR DESIGN

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TIMING AND FREQUENCY

Pre-Black Friday Teasers: Start building anticipation a week or two in advance.

Black Friday Kick-off: Consider a VIP launch a few hours before the general public sale starts to create exclusivity and drive early traffic.

Last Chance Reminder: Use a real-time countdown timer in the email to emphasize urgency and make customers feel like they’re running out of time.

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Thank You Emails: Thank customers for their purchase and offer related product recommendations.

Feedback Requests: Ask customers about their shopping experience and what they'd like to see in future sales.

Exclusive Offers: Reward Black Friday shoppers with exclusive offers for the upcoming holiday season.

ENGAGING AFTER THE SALE

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Key Metrics: Monitor open rates, click-through rates, conversion rates, and overall ROI.

A/B Testing: Test different subject lines, visuals, and CTAs to see what resonates best with your audience.

Feedback Loop: Use customer feedback to refine your strategy for the next big sale.

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ANALYZING AND OPTIMIZING

EMAIL MARKETING
READINESS CHECKLIST

Gear up for the biggest shopping event of the year with this essential checklist. Ensure your email campaigns are primed for maximum impact and conversions on Black Friday.

EMAIL LIST HYGIENE

  • Cleanse your email list of inactive subscribers.

  • Remove hard bounces and unsubscribed users.

  • Segment your list based on purchase history, engagement level, and other relevant criteria.

OPTIMIZE FOR MOBILE

  • Ensure all emails are mobile-responsive.

  • Test emails on various devices and screen sizes.

  • Optimize images and CTAs for touchscreens.

CONTENT CREATION

  • Draft compelling subject lines that stand out.

  • Create engaging email body with clear CTAs.

  • Design visually appealing email templates that align with your brand.

SEGMENTATION AND PERSONALIZATION

  • Segment your audience for targeted campaigns (e.g., loyal customers, cart abandoners).

  • Personalize email content based on user behaviour and preferences.

  • Use dynamic content to show relevant products or offers.

AUTOMATION AND FLOWS

  • Set up automated email sequences for cart abandonment.

  • Create welcome sequences for new subscribers during the sale period.

  • Schedule promotional emails in advance to ensure timely delivery.

OFFERS AND PROMOTIONS

  • Decide on Black Friday discounts and bundle deals.

  • Create exclusive offers for email subscribers.

  • Ensure all promo codes are active and tested.

TESTING

  • A/B test different subject lines and email content.

  • Text all links in the email to ensure they are working.

  • Send test emails to internal teams for feedback.

ANALYTICS AND TRACKING

  • Set up tracking for email open rates, click-through rates, and conversions.

  • Integrate email platform with e-commerce site for seamless tracking.

  • Set goals and benchmarks based on previous Black Friday performance.

POST BLACK-FRIDAY

  • Plan follow-up emails for after the sale, thanking customers and showcasing other products.

  • Analyze campaign performance and gather insights for future strategies.

  • Engage with customers for feedback and reviews.

BLACK FRIDAY
swipe FILES

Unlock the power of tried-and-tested email templates tailored for Black Friday promotions. These swipe files are designed to capture attention, drive engagement, and boost conversions during the peak shopping season.

email body copy starters

ANTICIPATION BUILD UP

The countdown has begun, [Name]. Black Friday is just around the corner, and we've got exclusive deals lined up just for you.

EXCLUSIVE ACCESS

You're one of our VIPs, [Name]. That means you get early access to our Black Friday deals before anyone else. Dive in and discover the savings!

LAST-MINUTE REMINDER

Tick-tock, [Name]. Time's running out on our Black Friday deals. Don't miss your chance to snag your favorites at unbeatable prices.

THANK YOU
& TEASE

Thanks for shopping with us this Black Friday, [Name]. Stay tuned for more surprises coming your way this holiday season!

PRODUCT HIGHLIGHT

Our [Product Name] is a Black Friday favorite, and it's on sale now! Don't miss out on this limited-time offer.

subject lines

Explore a handpicked selection of powerful subject lines, expertly designed to spark curiosity and drive opens. These lines serve as your crucial first touchpoint in the email journey, laying the foundation for high engagement and Black Friday sales success.

“Shop Now and Treat Yourself to Something Special!”

“VIP Early Access: Shop Our Best Black Friday Offers Before Anyone Else!”

“Unlock Your Black Friday Savings – You Deserve It!”

“Your Exclusive Black Friday Discount Awaits – Click to Reveal!”

“It’s On! Black Friday Deals Are Live – Shop Before They’re Gone!”

“Grab the Deal Before It’s Gone – You’ve Earned It!”

“Indulge in Our Exclusive Offers – Limited Time!”

“Don’t Miss Out – Make This Black Friday One to Remember!”

“Seize the Moment – Your Perfect Deal Is Waiting!”

“Reward Yourself with These Unbeatable Black Friday Deals!”

“This Is Your Time – Shop Now and Save Big!”

“The Best Black Friday Discounts Are Here!”

call to actions

Discover powerful call-to-action prompts that drive decisive action. Each CTA is designed to resonate with your audience, guiding them seamlessly from interest to purchase during the Black Friday frenzy.

PROMOTION IDEAS

  • VIP EARLY ACCESS SALE

    OFFER: Exclusive early access to your Black Friday sale for VIP customers or email subscribers.

    WHY IT WORKS: Makes your loyal customers feel valued and gives them a head start on the best deals before the general public.

    EMOTIONAL HOOK: "Because loyalty should be rewarded. Get first dibs!"

  • MYSTERY DISCOUNTS

    MYSTERY DISCOUNTS

    OFFER: Customers receive a surprise discount (e.g., 10%, 20%, or 50%) at checkout.

    WHY IT WORKS: The element of surprise makes the promotion fun and keeps customers engaged with multiple purchases.

    EMOTIONAL HOOK: "Unwrap your savings! How big will your discount be?"

  • LIMITED-TIME FLASH SALE

    OFFER: Hourly or daily flash sales on select items throughout Black Friday.

    WHY IT WORKS: Creates a sense of urgency and encourages shoppers to keep checking back for the best deals.

    EMOTIONAL HOOK: "Act fast! This deal disappears in an hour!"

  • BUY ONE, GET ONE FREE

    OFFER: Buy one item, get another free (or at a significant discount).

    WHY IT WORKS: Encourages customers to buy more and feel like they’re getting double the value.

    EMOTIONAL HOOK: "Twice the gifts, twice the joy!"

  • COUNTDOWN DISCOUNTS

    OFFER: The discount percentage decreases as Black Friday progresses (e.g., 50% in the morning, 40% by midday, 30% by evening).

    WHY IT WORKS: Drives urgency to shop early before the discounts get smaller.

    EMOTIONAL HOOK: "The clock is ticking – the earlier you shop, the more you save!"

  • FREE GIFT WITH PURCHASE

    OFFER: A free bonus item when customers spend over a certain amount.

    WHY IT WORKS: Adds extra value to higher purchases, encouraging customers to spend more.

    EMOTIONAL HOOK: "A little something extra, just for you."

  • EXCLUSIVE BF BUNDLE

    OFFER: Create special product bundles at discounted prices, only available during Black Friday.

    WHY IT WORKS: Allows customers to feel like they’re getting a curated deal with more value for their money.

    Emotional Hook: "Bundle up and save – exclusive deals, just for today!"

  • FREE SHIPPING

    OFFER: Free shipping on all orders for a limited period during Black Friday or for purchases over a certain amount.

    WHY IT WORKS: Removes a common barrier to online shopping, incentivizing customers to buy without worrying about extra costs.

    EMOTIONAL HOOK: "Don’t wait – get your favorite items shipped for free!"

  • SPEND MORE, SAVE MORE

    OFFER: Tiered discounts based on how much a customer spends (e.g., spend $100, get 10% off; spend $200, get 20% off, etc.).

    WHY IT WORKS: Encourages larger purchases by offering better deals for higher spend amounts.

    EMOTIONAL HOOK: "The more you spend, the more you save – treat yourself!"

  • BLACK FRIDAY GIVEAWAY

    OFFER: Host a giveaway where customers can enter by making a purchase or signing up for your newsletter.

    WHY IT WOKRS: Engages customers and encourages them to act fast to be part of the giveaway.

    EMOTIONAL HOOK: "Shop and enter to win big – your chance for the ultimate Black Friday prize!"

THANK YOU

Thanks for diving into our Black Friday guide! If you've got questions or need a bit more clarity, just drop us an email at hello@theconceptagency.co.

We're always here to chat and help out.