The countdown begins: Black Friday 2022 is really upon us.
Offers are going crazy, consumers are preparing to buy products even in view of Christmas, marketers and strategists are betting everything on the most awaited weekend of the year to revive the fortunes of the last quarter, it is a real race to the last mile to attract the attention and interest of potential customers.
In a well-thought-out and articulated marketing strategy, the days immediately preceding Black Friday are those that are usually dedicated to email marketing activities. After an effective lead generation activity, ADS campaigns, now is the time to put the acquired contacts to good use and email marketing campaigns are, without a doubt, the most effective card to play.
Bombastic offers, eye-catching creatives, curious objects – everything is allowed to create successful campaigns.
The real challenge?
Attract the user’s attention at one of the times when the user is most overwhelmed with messages.
Here, then, are some valuable tips to keep in mind as you put together successful campaigns.
#1 Email marketing and Black Friday: get ahead of the game
There are consumers who like to buy at the last minute and those who prefer to plan their purchases in advance.
Remember that Black Friday actually opens the door to Christmas sales, take advantage of it with this in mind as well.
It is interesting to engage your audience in time with sequences of mailings, newsletters and teaser initiatives: create anticipation for offers but, at the same time, also provide interesting content such as a personalized gift guide.
Don’t forget to customize your newsletters with recommended products in line with your users’ expectations, it will be an effective way to provide quality content.
Create anticipation with the first submissions and communicate scarcity and urgency in the final stages, at the end of the long weekend and when the offers expire.
#2 Effective Email Marketing Campaigns? Invest in segmentation!
The secret to a successful email marketing campaign is the profiling and segmentation of your audience .
We’ve talked about this several times in our blog articles, but in the run-up to Black Friday, it becomes even more crucial.
- Offer special promotions to users on the shop categories and products they love the most.
- Anticipate offers to customers who buy the most and those who are most loyal.
- It creates additional discounts for those who choose to subscribe to the newsletter on Black Friday.
#3 A successful Black Friday? Be creative!
Creativity but without excess: newsletters created in the run-up to Black Friday are often the result of the desire to attract attention at any cost.
We advise you to adopt a minimalist style: often creativity is also hidden behind a banner or a beautiful image.
The goal is clear: to stimulate the user’s click.
For this reason, it is important that he is not distracted and that the CTA is well prominent.
You can also use animated gifs and game design content to increase engagement.
#4 Attract the user’s attention? Start with the subject line
The subject line in an email, as repeatedly seen, is definitely one of the most influential aspects of its effectiveness.
Here are some guidelines for how best to create it:
- personalize it with the recipient’s name;
- add the reference to the duration of the offer;
- enter the reference to special promotions;
- indicates plus of the offersuch as free shipping;
- stimulates curiosity (e.g., “Do you want to know how much your discount is?”).
#5 Black Friday and Email Marketing: More Conversions with Abandoned Cart Recovery
The number of users on the shop during Black Friday increases and with them also the number of abandoned carts. Now more than ever, it is important to activate an effective workflow for the recovery of abandoned carts.
Create automatic flows to deliver an email with an additional discount on Black Friday: potential customerswho are still unsure could receive the right stimulus to complete the transaction.
Don’t leave your email marketing strategy to chance: plan it down to every little detail
Create a successful strategy!
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