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Black Friday email marketing campaigns
1. ASOS – #GOGOGO
2. Booking
3. Game
4. Amazon
5. Julep
6. Mackage
7. eBay
8. Columbia
Black Friday email marketing campaigns
Using an email marketing solution is ideal for structuring your campaign. And while it is true that each company has its own idiosyncrasies, it should be noted that one concept that is linked to Black Friday is that of discounts. There are different types of email marketing campaigns that can be applied:
First of all, abandoned cart recovery campaigns , since these multiply on Black Friday. Normally, we wait from 24 hours to several days, even weeks, to send this type of email, reminding the customer of their unfinished purchase in our eCommerce. However, during Black Friday it is important to send this type of newsletter more immediately. The objective is to generate a mayotte business email list certain sense of urgency in the consumer to complete their purchase, you can encourage them with additional discounts or even by generating a feeling of scarcity: Highlighting that the product they are interested in is in high demand and close to running out.
On the other hand, sending a welcome email is also a good option. This is an opportunity to offer a bonus to spend on your eCommerce or a discount . But the most important thing in this email is to present your brand, highlight its value and differentiate it from the rest, as well as highlight what benefits your subscriber will get by subscribing to your newsletter. In addition, at this time of year, you have the option of being creative and adapting to the Black Friday theme: Give your subscriber ideas for gifts, recommend some of your products based on the specific needs of these months, so that they explore your products and become a profitable customer from the first moment.
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Thirdly, order receipts and shipping confirmations. These emails are essential to build trust, and the more your customer trusts your business, the more frequent their purchases will be. That is why it is crucial not to stop communicating with them once they have made the purchase. Send them their receipt so that they have it from the start, and inform them when their order will arrive, as well as your returns policy. This way they will see your eCommerce as a transparent business, increasing their trust in it. In addition, you can take advantage of it to include references to related items and, in this way, increase the average ticket.
Another option is to send VIP emails to special or loyalty customers . The tactics are usually special discounts for that day or a reminder of accumulated points to spend. It can be especially interesting to offer a VIP membership to those last-minute buyers, attracting them with the possibility of express shipping, ensuring immediacy with the aim of choosing to buy from your eCommerce rather than in a physical store.
Finally, it is worth highlighting the sending of emails with personalized or segmented offers to certain groups. These actions can be carried out together, depending on the case.
The following examples serve to contemplate how to approach this date to get more sales. Take note, this will interest you:
Fashion portal Asos used an email with a promotional code for that day . While it is a classic tactic, the use of an urgent phrase like #GoGoGo has the power to hook people. It should be noted that the code was generated in the middle of the day and was only valid then. The discounts on the website were 20% .
2. Booking
The travel portal Booking sends a promotional email to offer discounts on the occasion of Black Friday . Specifically, an email was sent to generate an urgent appeal and indicate discounts of 30 % . In this case, the offer went beyond the day itself and extended until November 30. In addition, the subject line was clear and appealed directly to the user.
