Email is still a highly powerful marketing tool to help you reach your customers. Despite the rise in social media usage and other online chat apps to communicate, 78% of marketers have seen an increase in email engagement over the last 12 months. An article from Forbes highlighted that 78% of people check their email frequently throughout the day with 66% saying it’s the first thing they do in the morning. So here are 5 email marketing ideas you should be implementing in your business’s email strategy for Black Friday this year.
- Create a Gift Guide
Black Friday falls within one month of the holiday season, so there is no surprise most shoppers are looking for great deals on gifts for their friends and family. So why not make it easy for them to find with a curated gift list?
This email should include clear categories for the reader to click on, an example being ‘For Him’ or ‘For Her’. You should also include a strong call to action (e.g Find the perfect gift for them, Shop Now!) reiterating how close the holiday season is for those that have not even thought about purchasing gifts yet.
- Mystery Saving
This email is designed to include a randomly generated code that will provide the reader with a discount. However, they will not know how much this will be. It could be 10%, 20%, or even 30% off selected items to be used on Black Friday. A sense of mystery will help pique the interest of your audience and increase engagement.
This email marketing idea also creates a sense of FOMO (fear of missing out) as they are unsure as to what the code will offer them other than some sort of discount and your customers will not want to miss out on any potential savings.
- Upcoming Deals Email – Sneak Peeks
One way to get people excited about Black Friday and make sure that your products are on their lists is to show them in advance what’s going to be discounted on your online shop. Show what type of offers will be available to them. You can even create a new page on your online shop dedicated to showing the products exclusively in your Black Friday sale if you’ve chosen to not do a sitewide discount.
Don’t leave it too late to send out an email with all the upcoming deals your customers will be able to take advantage of on Black Friday. The majority of shoppers plan what they want to buy on Black Friday in advance as well as doing product research beforehand. We recommend scheduling this ‘Upcoming Deals Email’ at least a week before the big day.
If your customers have the option to create a wishlist on your website and plan what they would like beforehand then this will be beneficial to mention within the email. This will make sure there is no mad rush to locate the product on your website and checkout easily, also ensuring they won’t be disappointed if the demand for a particular product is expected to be high.
- Promote Extended Returns
The ability to return products without hassle is a major selling point for impulse shoppers.
You may feel like having a more open return policy will encourage people to change their mind and send your products back, which may be true for a small number of shoppers, but the benefits of pushing a higher number of shoppers over the purchasing line will outweigh the negatives.
As discussed, the majority of shoppers will be buying gifts for their friends and loved ones. Knowing that this will be the case, it’s a great idea to offer an extended return date. Not only being extremely appealing this could prompt users to buy from your online store rather than competitors and give them more reasons to check out other than the black Friday savings. Having a hassle-free return policy is a great way to gain trust with both new and existing customers, year-round.
- Create a Black Friday event
If you have a brick and mortar store you can host your own Black Friday event, as long as you’re following the current safety guidelines.
If you are hosting an in person event, you’ll want to promote it with its own email. The email should include the time and date of the event. (Recommended to be held on Black Friday) as well as any social distancing / COVID-19 rules your customers will need to to adhere to.
Black Friday is set to be a record year for online sales due to the impact of COVID-19. So ensuring each of your touchpoints in your marketing strategy from your social media posts to your email marketing supports your campaign objectives and helps you make the most of the rise in online shopping. These 5 email marketing campaign ideas are sure to help build engagement with customers, create action and help you get even more sales during Black Friday.
And finally, if you are currently an EKM shop owner you can get in contact with our email marketing specialist if you need any assistance in creating these campaigns by booking in a call here.