Email Marketing

7 ways to create a successful Black Friday email

Here's how to highlight more than just a red-nosed reindeer this Christmas.

Online retailers hit a record $ 6.22 billion on Black Friday 2018, according to Adobe Analytics. This is an increase of almost 23.6% over the previous year!

A Black Friday email campaign is a great way to take advantage of all of these expenses. However, with thousands of Black Friday emails you have to compete against, it can be difficult to get your audience's attention.

With these 7 tactics for email campaigns, you'll stand out in the inbox.

1. Keep it short.

People often discuss the ideal email length. While there is often no easy answer, it is on Black Friday. Keep your content short. Your subscribers' inboxes are filled with other emails. They deal with numerous sales and online purchases.

So get straight to the point. Describe your sale and link to your website.

For example, see how the mattress company Casper does this in their Black Friday email below.

Connected: 5 tactics for short emails that strike a punch

2. Don't bury the lede.

Journalists are often advised not to bury the most important information. This also applies to email marketing. Your most important or interesting information should be at the beginning of your email. This is crucial on Black Friday. The most important information is the discount or the offer that you offer.

Paste it into the header of your email so that your subscriber can see your special offer at a glance.

For their Black Friday email campaign, Code School, an online educational platform, describes their discount in a short and bold heading. The heading makes it easy for subscribers to see exactly what the offer is.

Connected: 8 top brainstorming techniques for writing killer emails

3. Show your goods.

Another way to increase your clickthrough rates on Black Friday? Show your product images in your emails. If a subscriber sees something they like, they are more likely to click your call to action.

Active equipment retailer HuckBerry has created a gift guide for its 2017 Black Friday email campaign. They collected their best offers in an email, including large product images, the original price and the reduced price, brief descriptions and calls for action for each product.

4. Refine your subject lines.

To beat the competition in your inbox on and around Black Friday, your subject line must be appealing. Try one or more of the following tactics to create a salient subject line:

  • Describe your discount or sale in your subject line.
  • Mention how much time people have to take up your business.
  • Be funny or funny.
  • Keep your subject line under 30 characters.
  • Use an emoji.
  • Explain the discount or sale.

Here are some subject lines from the Black Friday 2017 email campaigns that use this tactic:

example 1

Company: Chubbies

Subject line: no typo: 50% discount

Example 2

Company: C&T Publishing

Subject: Hours left to shop for Black Friday sale

Example 3

Company: Levenger

Subject: Only a few hours left – Black Friday Weekend – 30% discount + free shipping

Example 4

Company: Nordstrom

Subject: Black Friday shoe deals from UGG, Tory Burch, Hunter and more

Example 5

Company: physique

Subject: Black Friday Deals 💸🎁

Example 6

Company: Overstock Item no.

Subject: Last chance to shop in the exclusive gallery ⚡ Black Friday ⚡

Connected: Your guide to writing the world's best email subject lines

5. Use GIFs.

Adding movement to your email is a great way to be unique and get your subscribers excited on Black Friday. Add a simple GIF, a moving picture to do this.

Bonus: We have created FREE GIFs that you can use in your emails. Download it here.

Kidly, a children's toy and clothing company, has created a GIF for one of their Black Friday emails.

It's fun – what fits your brand – and it's seasonal. The headline and the picture together form an outstanding email.

Connected: Everything you need to know about using GIFs in email

6. Explain when your business ends.

Create urgency by notifying subscribers that your sale is about to end. In his book Persuasion, bestselling author and psychology professor Robert Cialdini explains that urgency is a psychological trigger that encourages people to act.

Wonderbly, a children's book company, creates a sense of urgency in the heading and copy of their Black Friday email below.

7. Send emails when others don't.

Sometimes the best way to achieve high engagement is to avoid the crowds. To do this, send an email campaign in early December. It will be easier to get your subscribers' attention.

MusicMagpie, a company that buys used technology, sent an email campaign after Black Friday in 2017.

To make their emails particularly relevant to subscribers, they position their services as a solution to the problem of additional spending on Black Friday.

Create your Black Friday email campaign today.

Do you need help? Download our free guide, "What You Should Write in Your Emails". You will receive an email course that shows you how to write great emails. You will also receive more than 45 blank email templates.

(Many thanks to MailCharts and Really Good Emails for the email examples used in this post.)

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