For some of you, Black Friday has become more strategic than a traditional sales period. And understandably so, as email campaigns have broken records.
Black Friday and Cyber Monday campaigns initially only cover a period of 4 days Black Friday email campaign and therefore concentrate very high volumes of shipments (in all sectors) in a very short period. There are 2 major challenges for you:
Preserve the deliverability of your current and future campaigns
2 – Capture the attention of your potential customers, who can be overwhelmed by commercial offers and tons of emails.
Just like Rose and Jack in Titanic, your main goal will be to stay afloat… The goal is to reach Inbox and seduce your prospects!
(Okay, Rose did better than Jack…)
Preserve deliverability
Gone are the days when you could send millions of emails in a short space of time without risking them ending up in spam or being blocked. ISPs are becoming asia mobile number list more drastic with their filtering systems. And during periods of intense commercial pressure, such as Black Friday, all the alarm bells go off.
So how can you continue to benefit from this operation, whose potential return on investment has been demonstrated?
Encourage upstream collection – a great way to get around ISP restrictions. You’ll collect qualified addresses that you can target with your Black Friday PRM campaigns.
Extend the dates: for example, propose a “Black Week” or even “Black November”. This will allow you to spread out your shipments over a longer period and limit the pressure. Multiply the number of templates: the goal is to evenly distribute volumes per email kit and minimize the risk of spam flagging (ideally 3 templates).
Use the term “Black Friday” sparingly – emails are scrutinized! Above all, don’t use it in the subject line and limit its presence to text in the email kit. To avoid filters, you can incorporate it into images.
The subject of your emails
It’s the first contact with the Internet user. It’s crucial. It’s the time to attract potential customers who behave differently than your customers. Here are 3 tips to increase your opening rate:
– THE OFFER. This is the time to present it because it will do 50% of the work, especially if it is aggressive! During this period when buyers are eager for special offers, it is time to quench their thirst for bargains! It is time to get excited, but avoid swear words and spam content.
– PRODUCTS & SERVICES : To stand out and show immediate 4 ways of automation in retail understanding, emphasize your products or services in the subject line, especially if you are not an advertiser with an international reputation. Ex: “50% off your LED TV” / “Up to 50% off dresses”.
EMOTION: Back to Rose and Jack
now you have a tear in your eye… Okay, it’s not necessarily about making people cry on their keyboards. But now that you have a great product and an exceptional offer, the best way to stand out during Black Friday will be to evoke certain strong feelings in your potential customers: urgency, desire, curiosity/mystery, etc. This is the killer weapon for your email subject lines: “It will be too late in 24 hours”, “Last hours to take advantage of our exceptional offers”, “Open this email or I won’t answer any more questions”, etc.
Using emoji can also help you better capture the attention of Internet users and increase your email opening rate. Make sure that the emojis you choose don’t change from powder data one webmail to another – you might be in for some fun surprises!
Offers, products, emotions… Be careful, you only have a few words Black Friday email campaign to reach your target. This is all the more true as this is a period of very strong commercial pressure. Internet users are increasingly in demand, making conversion more difficult.
Finally, as we’ve already mentioned, we don’t recommend using “Black Friday” or “Cyber Monday.” Lastly, don’t exceed 70 characters to avoid getting truncated in the inbox.
Aggressive offers and attractive content for your Black Friday emails!
We’ve already talked about the object, but during Black Friday there are no surprises. Internet users are looking for the best deal, the best offer. It plays a fundamental role in boosting the KPIs of your email campaign. But unless you organize a small Black Friday in mid-August, you won’t be alone at the end of November… So opt for an aggressive offer to boost your conversions and stand up to the competition.