Black Friday Email Marketing: 9 Tactics to Drive Business Profit

Black Friday sales are huge for businesses every year. Shoppers look forward to buying their favorite items at lower prices, and companies compete by offering great deals to attract customers.

With so much competition, having a strong marketing strategy is essential during Black Friday.

Since the pandemic, online shopping has become more popular, making online marketing—especially email marketing—a key way to connect with potential customers and stand out during Black Friday.

In this article, we’ll discuss email strategies that can help businesses drive more sales during the Black Friday sales season.

9 Tactics for a Successful Black Friday Sales Email Campaign

1. Collect Data for Black Friday Sales

During Black Friday sales, every online store competes for the attention of potential customers.

To break through the competition, it’s essential to collect data on your target audience before sales begin. This allows you to personalize your content effectively.

You can do this by:

• Monitoring online consumer behaviour.

• Creating quizzes, loyalty programs, email surveys, spin-to-wins, etc., to gather data from current subscribers.

• Analyzing online purchasing trends during Black Friday sales.

Personalizing your content helps convert targeted consumers into potential customers, increasing conversion rates and engagement.

2. Build Your Email List in Advance

After collecting data, focus on growing your email list before Black Friday sales begin by engaging subscribers who are excited to hear from you and buy.

Ways to build an email list include:

• Pop-ups: Effective for collecting emails from your target audience and boosting acquisition efforts. Captivating offers make pop-ups more appealing to consumers.

• Engaging Current Customers: Send emails to engaged customers, inviting them to join your exclusive list for early access to Black Friday sales promotions.

• Re-engaging Old Subscribers: Target unengaged subscribers who haven’t purchased in a while with attractive deals to convert them into active customers.

3. Analyze Last Year’s Black Friday Sales Campaign Performance

Once your email list is finalized, analyze the previous year’s Black Friday sales campaign performance to gain valuable insights for planning future campaigns.

This analysis helps identify areas needing more attention, such as low-performing landing pages, poor email designs, and less enticing offers. Learning from past performance guides you to avoid mistakes and achieve better results.

4. Craft an Enticing Template for Black Friday Sales

A compelling email design is crucial for campaign success during Black Friday sales. It showcases who you are and what you represent.

A persuasive and appealing email template builds trust and encourages users to take action, driving more conversions.

Tips for creating an effective Black Friday sales email design:

• Use high-quality images to intrigue readers.

• Ensure a clear, eye-appealing, and easy-to-read design.

• Choose a good colour palette, like black and yellow, or other festive colours.

• Balance font size and colour for readability.

• Ideal template size: 600 pixels wide by 1500 pixels high, under 102 KB.

5. Create a Tempting Subject Line for Black Friday Sales

The subject line is crucial for increasing open rates. Without an appealing subject line, subscribers are unlikely to open your email over competitors’.

To stand out, use an engaging subject line that urges subscribers to open the email and take action. A good subject line creates urgency, communicates the email’s purpose, and generates excitement.

Before finalizing, A/B test your subject lines to determine which performs better and achieves the desired results.

(For more on crafting effective subject lines, visit Optimizely’s A/B Testing Guide.)

6. Start Promotions Before Black Friday Weekend

Starting promotions early helps you get noticed by subscribers, building momentum and excitement for Black Friday sales.

Top brands use this approach to captivate subscribers with lucrative deals, maintaining interest and loyalty throughout the weekend. Promote deals a week before Black Friday to keep conversions coming and customer interest high.

7. Create Urgency in Black Friday Sales Emails

To enhance your email marketing campaign for Black Friday sales, create a sense of urgency. Urgency and fear of missing out (FOMO) drive users to take action.

Ways to show urgency and FOMO:

• Low Stock: Highlight item scarcity to encourage action.

• Promotion Deadlines: Inform customers of promotion deadlines to prompt timely action.

• Countdown Timers: Use timers to add excitement and urgency, pushing customers to act.

8. Track Performance and Conduct A/B Testing

After launching your Black Friday sales campaign, track performance using your email management’s reporting and analytics features.

Monitor KPIs such as:

• Open rates

• Click-through rates

• Bounce rates

• Unsubscribe rates

Use the data for A/B tests, comparing different elements of the campaign to send the best content to customers and improve strategy.

9. Leverage Cyber Monday

Black Friday sales continue into Cyber Monday, so extend deals past the weekend.

Ensure your weekend deals boost Cyber Monday sales with targeted, attractive offers.

Create a distinct strategy for Cyber Monday, maintaining scarcity and urgency, and consider extending sales into Cyber Monday week.

Bottom Line

Black Friday is one of the busiest and most profitable days of the year for businesses. To make the most of this opportunity, create a standout email marketing campaign that draws customers to your business over your competitors.

Offer irresistible deals and use the right tools to design and test your emails effectively. With Black Friday just around the corner, implement these strategies to ensure a successful campaign and boost your business’s sales.