How Email Marketing Can Help You On Black Friday
Black Friday is quickly approaching and businesses across the world have begun thinking about what offers they can give their customers. Black Friday is one of the biggest shopping days in the retail calendar and the revenue generated last year was up 15% compared to 2013.
One of the main drivers for sales on the day was email marketing. According to retailers, a fifth of all sales originated from emails sent by retailers. So how can you utilise your email lists to receive your share of the day’s sales?
1. Build Your Email Marketing List
The first thing you need to do is ensure that your email marketing list is as strong as possible. This means gaining as many new leads as you can. Offering small discounts for signing up to your email list or promising subscribers exclusive offers can help boost signup rates.
2. Maintain Your Email Marketing List
The next step is to trim down your email marketing list. Remove those contacts that haven’t opened an email for six months and those who haven’t clicked through to your website in about three months. These are people who aren’t interested in your marketing message and therefore, aren’t worth emailing. Considering that the number of contacts on your list can affect the fee you are paying, you can save money by removing the dead wood from your mailing list.
3. Plan Your Offers
It is not wise to plan Black Friday at the last minute. Instead, you should be concentrating on developing the offers in advance. This is so you can warm up your audience to Black Friday and start promoting the offers that will be available on the day. There are several elements to this. These include:
- Planning what deals will be available on the day and through to Cyber Monday.
- Planning how you are going to market these deals.
- Creating a series of emails to promote the day and the offers.
- Creating extra capacity on your website’s bandwidth (so you don’t go down during the day).
4. Start Segmenting Your Audience
This is the most critical aspect of your email marketing campaign for Black Friday. You are likely to have numerous deals available for your audience across the store. However, only a few of these will be applicable to each customer. Getting the right message to your audience will be important to generate the best results.
To do this you should segment the list completely. Look at what customers have taken an interest in. Include cart abandonment, what they’ve viewed, what they’ve clicked on before and previous purchases; then use these to segment your email marketing list. Each segment needs to be matched with a series of offers that will be available on the day.
5. Ensure Everything Is Mobile Friendly
Black Friday 2014, saw one statistic that should be carefully considered – mobile marketing. Many of the sales from emails were also from mobile devices. Trending over the last few years has seen m-commerce take off. Ensure your emails are mobile friendly to be ahead of your competitors.
6. Start Promoting The Day
The first few emails that need to go out don’t need to mention any specific details. They can be a simple message at the bottom of your current email copy informing customers that you will have promotions available on Black Friday.
7. Pump Up The Promotions
During the week (or two) before Black Friday you’ll want to start getting subscribers excited by detailing some of the offers that you will have available on the day. These messages should be sent out at least once every couple of days to really increase interest and get subscribers anxious about getting the deals. The more interest you can create, the quicker the sales will come in on Black Friday.
If you are able to get the segmentation and deals just right, you can then start to sell just after midnight and see a steady stream of revenue throughout the day.
Black Friday is one of the most important retail shopping days in the world. It offers customers a chance to grab a deal and you the chance to earn a lot of revenue. Email marketing is by far one of the best performers for the day. By preparing in advance, you can reap the rewards and gain substantial revenue from the day.
How are you preparing for Black Friday? Have you started preparations yet?
Let us know in the comments.
- Prepare your email marketing list.
- Create promotional content.
- Start promoting your Black Friday deals.