Black Friday: Learning effective tactics from the retail industry
- Make sure your offer is relevant to your audience. It is absolutely critical to use segmentation and personalization where possible to elevate your email content, especially when you are fighting for attention in an already crowded inbox.
- Copy and visuals are important! You only have 3 seconds to entice someone to open your Black Friday email and 11 seconds to keep their attention once they have opened it.
- Make that content and message interesting, appealing, and relevant. Really explore opportunities to be innovative. Consider your tone of voice and explore how you can make your program messaging exclusive to cut through all that noise.
- Don’t forget to test, test, and test some more. Be sure to have a deployment plan in place and test your campaigns to make sure it renders correctly in popular email clients and you’ve checked displays on desktop and mobile screens. You want your audience to have a seamless journey from start to finish, and since this is such a short timeframe, you won’t have many chances for a do-over.
- Be sure to think about how your automation sequence will unfold, especially when it comes to timing and cadence - the worst thing you can do is send too many emails too often.
- Leverage how your previous campaigns performed to understand when you should schedule your sends. Your members don’t instantly change behavior patterns BUT remember that they might not be in the office leading up to Black Friday. So consider those send times and put yourself in the shoes of your members and other audiences.
- Don’t fall for clever-ish click bait techniques to get more clicks and opens! Be transparent and clear in your sender profile.
- Monitor your performance but don’t obsess about the results immediately. Check email performance after 3 days to give your recipients time to engage with your message.
- Email metrics may be lower than usual, especially if you are hyper personalizing and segmenting - don’t be alarmed by this.
- Have a plan B just in case - change things as needed throughout your campaign, such as offers, reminders, urgency, visuals.
- Practice proper list hygiene - emails need to end up in the right inboxes at the right time with engaged recipients.
- Segment where possible so your emails are relevant to your members. Remember that you can segment based on demographics, behaviors, psychographics, lifecycle stage, geographic location, and many more data points.
- Be transparent in your offers - don’t use bait and switch tactics that might generate spam complaints
- Monitor your metrics - you should aim for roughly a +98% delivery rate, 1-3% bounce rate and a low complaint rate.
- Do what you can to make the user journey as seamless as possible and accept that your members may be overwhelmed with emails hitting their inbox. While you may not like having to account for it, make it easy for them to unsubscribe if that’s what they really want to do.
About Garra Swayne
Garra Swayne is a digital marketing professional with over 12 years of experience working with a range of unique organizations. She has a background in strategic account management and prior experience in digital and direct marketing efforts for clients ranging from healthcare to B2B SaaS. Garra holds a Master of Communication degree and a Master of Business Administration degree, along with a Bachelor of Science degree in Public Relations and Advertising from the University of Southern Indiana.