The Ultimate Guide to Black Friday Email Marketing Campaigns
Written by Philip Storey
8 Minute Read
Are you looking for some creative inspiration and expert tips to help improve your email marketing campaigns this Black Friday? Our Ultimate Guide to Black Friday Email Marketing has all you need to ensure you deliver killer Black Friday email campaigns! Get key tactics, industry insights and top brand examples from major retailers.
1. Black Friday subject lines
2. Black Friday email creative examples and design tips
3. CRO tactics to optimise Black Friday campaigns
4. Email tools to boost Black Friday conversions
5. Black Friday campaign checklist for email marketing
1. Black Friday subject lines
With so many brands sending out email campaigns during the Black Friday weekend, you need to make sure your subject lines really stand out. You can do this by announcing the Black Friday (or Cyber Monday) trigger, utilising a range of persuasion tactics and offering enticing incentives to open emails – consider using emojis too!
Here are some key email subject line tactics and recommendations to consider:
Leverage urgency and FOMO
Black Friday campaigns are perfect for leveraging FOMO (fear of missing out) around limited-time offers, as keen shoppers look to take advantage of seasonal deals. Ramp up the urgency in your marketing copy and email subject lines to encourage them to take actions. Here are some great examples of injecting urgency into Black Friday subject lines:
Black Friday Flash Sale: 20% Off This Weekend Only! – eFlorist
Today is THE day to shop: 30% off, in stores & online – J.Crew
Black Friday is here early! – Made4Fighters
Get Them Before They’re Gone – Nike
Entice recipients with real value and incentives
Consumers expect big deals during the Black Friday weekend, so don't deceive them or exaggerate the level of your sales, if you're not really offering big value. If recipients open emails or reach landing pages and find they're not getting the value promised, you'll lose their trust. Get the balance right, by enticing customers with the promise of real value and delivering on your incentives.
These subject line examples aim to incentivise and entice subscribers:
Get Black Friday Deals Before Anyone Else – Beer Hawk
Get Up to 35% Off! The stuff Black Friday dreams are made of – Redbubble
Ray-Ban, Burberry, & up to 80% off dresses. Oh yes we did. – Rue La La
40% off everything + a bonus offer – Loft
Don't be too pushy
Although Black Friday and Cyber Monday campaigns primarily focus on big sales and discounts, don't slip into bad habits. Avoid too many exclamations (!!!), hyperbole and CAPITALISATION, which can feel aggressive and also may lead you to the spam folder.
Brands are increasingly embracing emoji use in marketing campaigns. Inserting emojis into email subject lines can help grab subscriber attention and trigger emotive responses. Seasonal-themed emojis are an effective tactic for increasing campaign open rate.
Email Marketing Daily reports that emoji use in email and mobile marketing campaigns increased 775% year-over-year.
Beyond the obvious seasonal emojis, try to weave in other emojis, like those that evoke urgency. Here's an example:
"Tick, tock... ⏰ Last chance to get 20% off sitewide – ends midnight"
More seasonal subject line tips
Consider the following email subject line tactics for seasonal campaigns:
2. Black Friday email creative examples and design tips
Click-worthy subject lines are just the first step towards a successful email campaign. Your email creative really needs to captivate subscribers. We've outlined some top email design tactics and awesome email creative examples to inspire Black Friday campaigns!
Here's a quick-glance list of 7 email creative tactics for Black Friday success:
Add seasonal design touches, icons and colours to email templates
Minimise marketing copy and create vibrant visual impact
Create compelling CTAs, free of distractions
Consider customised typography to grab attention – such as neon sign-style fonts for Cyber Monday
Maintain brand identity amidst seasonal designs
Create a sense of urgency with your creative
Enhance this urgency with dynamic content, such as countdown clocks
Check out these great creative brand examples that demonstrate some of the email design tips and tactics above:
Use vibrant colours and typography for Cyber Monday
The neon-sign typography and gif elevates this vibrant Cyber Monday email from Ascot+Hart. The great design, combined with a compelling 25% off discount and bold promo code, creates a really effective email campaign:
Utilise FOMO and urgency-based persuasion tactics
Lou & Grey’s simple-but-effective email creative delivers lashings of urgency, with a few persuasive marketing tactics, such as ticking clock gif, direct call to action and enticing limited-time offer.
Create a striking design and bold CTAs
Here's another example of "less is more" in email creative. Eyebuydirect's Cyber Monday campaign is a no-nonsense BOGOF (buy one get one free) offer, emphatically displayed and enhanced by the use of a gif design.
The offer code is the call to action and is repeated three times and emblazoned across the email, making it impossible to miss – or resist! The use of neon-sign typography for "CYBER MONDAY" is again an eye-catching header.
This example from Adidas has several FOMO triggers in the copy and the countdown timer just adds that extra level of urgency to convince readers to click through to the website.
Don't leave it too late to build momentum for campaigns
Retailers are starting earlier with their Black Friday campaigns every year, to get the jump on their competition and to build some momentum ahead of the Black Friday weekend.
Customers too are taking advantage of deals early and do Christmas shopping way ahead of time. Encourage subscribers to grab seasonal sales in the lead up to Black Friday.
This snippet from Marketing Profs' infographic on holiday season trends shows how early consumers are looking to start and finish their Xmas shopping, utilising Black Friday deals:
Create an email series and don't forget Cyber Monday
Don't put all your eggs in our basket and send just a couple of Black Friday emails. Plan a series of emails in the build-up to Black Friday and through to Cyber Monday. Use this email series to nudge and nurture subscribers to head to your website for seasonal sales.
Check out this innovative Cyber Monday email series from Loft:
Incentivise customers and reward loyalty
Segmenting your email database and targeting loyal customers with specific deals is a great way to further incentivise subscribers and make them feel valued.
Take this great example from Forever 21, which offers loyal customers a VIP day of discounts:
Step up your remarketing with cart abandonment emails
Remarketing is key during peak sales periods. Consider retargeting customers who have purchased during Black Friday in previous years, as they're likely to convert again, and those who engage during this campaign – offering tailored product recommendations.
Retargeting customers is an effective tactic for boosting conversions revenue – especially when integrating paid social retargeting activity with email remarketing.
An absolute must during the Black Friday period is creating a cart abandonment email series with marketing automation. Cart abandonment emails, especially during peak seasons, will significantly increase conversion rate.
67% of online shopping carts are abandoned before a customer completes a purchase (Source: MailChimp)
A report by MailChimp found that automated cart abandonment email series' are the most effective type of email marketing automation campaigns, creating a 37% sales boost!
There are plenty of great email marketing tools available to enable brands to give their seasonal marketing campaigns an extra boost. Here are just a few of Enchant's favourite email tools which can help you increase your conversion rate during Black Friday:
Optimise email subject lines with Phrasee
Phrasee's language algorithms predict the email subject lines which are most likely to capture subscriber attention and boost engagement. It uses AI to learn from customer responses to add relevancy to subject lines. Become subject line superhero with Phrasee!
Deliver live content Realtime Email by Live Clicker
Live Clicker is a tool which can transform your email campaigns by adding live content into email templates, linked to the time and date that recipients open their emails. Add dynamic content, like countdown clocks, or live offers and product updates, to encourage customers to convert whilst offers are still available. Fire up the FOMO with Realtime Email by Live Clicker!
Increase personalisation with Fresh Relevance
A 2017 report by MDG Advertising revealed that subject lines containing personalisation increased open rates by 17% (Source: MarketingProfs).
Fresh Relevance is a great tool for retailers wanting to ramp up their personalisation and add dynamic content and urgency elements to their email campaigns, to boost engagement rates. The following blog outlines the key benefits of Fresh Relevance!
Explore more innovative email tools to supercharge your campaign performance:
We've created an email campaign checklist to summarise 10 key tactics and best practices for Black Friday and Cyber Monday campaigns:
Send email campaigns out early and build momentum ahead of Black Friday
Have an agile mindset and be flexible to react to campaign performance
Make sure you retarget customers throughout your campaigns
Consider mobile shoppers and ensure emails are mobile optimised
Step up your personalisation and persuasion tactics
Increase the scope of your cart abandonment with an automated email series
Consider email tools and solutions that can add dynamic/live content to campaigns
Split test your email campaigns to get meaningful insights from engagements
Stand out from the crowd and be innovative with your copy and creative
Integrate key marketing channels with your email campaigns to increase reach
Remember, it's important to make sure the sales event is right for your business. Black Friday has been famously ducked big several big retailers, such as Aldi. Check out the supermarket brand's bold message to its audience:
Finally, here are some more great Black Friday marketing resources to help inspire your campaign performance:
We hope that you found The Ultimate Guide to Black Friday Email Marketing useful and got all the inspiration you need to maximise your impact this Black Friday. This can be a huge marketing opportunity, so use all the key tactics you can to claim those extra sales!
Black Friday is just one of numerous touchpoints within the customer lifecycle, but it's important to nurture subscribers at every key engagement opportunity with relevant content to build better customer relationships and retain customers for longer.
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