Black Friday email marketing campaigns [2023]

With Black Friday quickly approaching, it's the perfect moment to gear up for sales opportunities. It’s time to elevate your Black Friday marketing game by crafting effective email campaigns that not only engage your audience but also drive conversions.

Developing a well-thought-out Black Friday email marketing strategy can empower you to maximise your seasonal sales. But before diving into the nitty-gritty of creating compelling emails, it's important to understand the significance of Black Friday and why it's good practice to incorporate seasonal emails into your marketing approach.

Let's explore why Black Friday matters and how you can make the most of it this year.

What’s all the hype for?

Firstly, Black Friday represents one of the most significant shopping events of the year. By making your email marketing better for this occasion, you can reach many customers who are looking for deals. People are ready to buy, so it's a good time to connect with them through email.

Also, during Black Friday, many businesses are competing for customers' attention. When you optimise your email campaigns, you can stand out in crowded inboxes and make your offers more appealing than those of your competitors. This gives you an advantage.

Check out these Black Friday statistics that every marketer must know!

  • On Black Friday, a remarkable 116.5 million marketing emails are sent out, as discovered by CampaignMonitor.
  • During the holiday season, cart abandonment emails perform well, with approximately 34% of them being opened and around 9% leading to clicks, according to Sleeknote.
  • According to Sitecore, a substantial 83% of shoppers agree that they intend to avoid in-store shopping.
  • Sitecore also reports that about 59% of consumers in the 18-44 age group prefer shopping online.

Plan your email campaigns

Planning your Black Friday email schedule is a critical step in ensuring the success of your email marketing campaign during this bustling shopping event. Black Friday, known for its intense competition and consumer demand, requires a well-structured email schedule that maximises engagement and conversions.

Timing is everything: Black Friday is a time-sensitive event. Shoppers are actively seeking deals, and competition is fierce. Having a well-thought-out schedule ensures your emails land in subscribers' inboxes at the right moment, capturing their attention when they're most receptive to making a purchase.

Engagement: An organised email schedule allows you to engage with your audience consistently in the lead-up to Black Friday. This builds anticipation and keeps your brand top-of-mind as the big day approaches.

Avoiding overwhelming: Bombarding your subscribers with too many emails in a short period can lead to email fatigue and unsubscribes. A planned schedule helps you strike the right balance between communication and avoiding annoyance.

How to plan your Black Friday email schedule:

Start early: Begin planning your Black Friday email schedule well in advance. Ideally, your preparations should begin several weeks before the event to build excitement and anticipation.

Segment your list: Segment your email list based on customer preferences, past behaviour, and demographics. Tailor your email schedule to each segment, recognising that different groups may require different messaging and timing.

Your Black Friday email sequence

1. Teaser emails

Send teaser emails in the days leading up to Black Friday. These emails can provide sneak peeks of your upcoming deals, generate buzz, and encourage subscribers to look forward to your Black Friday offers.


2. Early bird offers

Consider launching your Black Friday deals a bit early, perhaps a day or two before the actual event. Early access can be an excellent way to reward loyal customers and create a sense of exclusivity.


Image Source: Tease

3. Black Friday countdown

As Black Friday approaches, intensify your email communication. Send reminders about the impending event, highlight specific deals, and emphasise the limited-time nature of your offers.


Image Source: Vodafone

4. Black Friday itself

On the day of Black Friday, have a clear plan for your email deployment. Send out your most compelling offers and promotions in the morning to capture the attention of early shoppers.


Image Source: Designmodo

5. Last-chance emails

As Black Friday draws to a close, send "last chance" emails, reminding customers of the limited time left to take advantage of your deals. This can create a sense of urgency and encourage those who have been hesitating to make a purchase.


Image Source: Google

6. Post-Black Friday follow-up

Your engagement shouldn't end on Black Friday. Plan follow-up emails to thank customers for their support, provide order confirmations, and, if applicable, introduce Cyber Monday deals.


Image Source: iKhokha

We’ll share more on that in our next article.

It’s time to get cracking…

Planning your Black Friday email schedule is essential for making the most of this high-impact shopping day.

It really ensures timely communication, builds anticipation and maximises engagement while avoiding overwhelming your audience. A well-structured schedule can help you navigate the intensity of Black Friday and drive successful email marketing campaigns.

You have a lot of planning to do! So, we’ll leave you to it. Feel free to drop a comment below. We’d love to hear what you’ve got planned.


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