The shopping season we’ve all been waiting for is right around the corner, Black Friday and Cyber Monday, or BFCM for short. For most businesses, this isn’t just another sale period; it’s the biggest revenue-generating time of the year. BFCM has grown beyond a weekend of discounts into a shopping frenzy that can make or break annual sales targets. But to truly capitalize on this opportunity, you need a strategy that stands out.
In this blog, we’ll explore how you can prepare your email marketing strategy for BFCM and why it is so important to engage customers at the right time with the best practices of getting optimal results from this engaging exercise.
How important is Black Friday & Cyber Monday?
It’s not just hype, BFCM always brings record sales and this year 2024 is not an exception. According to Adobe’s holiday shopping trends report 2023, on Black Friday, online sales reached $9.8 billion and $12.4 on Cyber Monday, which is its all-time high. This year, sales for Black Friday and Cyber Monday are expected to grow to a number of about 10.2 %, that equals 10.8 billion and 13.4 billion respectively.
Source: Adobe
Best practices for BFCM email campaigns
1. Start early with a teaser campaign
Begin your BFCM campaign early by creating buzz and building excitement. Send teaser emails with countdowns, sneak peeks, or mystery discounts to get your audience curious about what’s coming.
Offering early access or special codes to your loyal customers can drive early sales and keep them engaged before the big rush. This approach not only boosts anticipation but also increases open rates and conversions ahead of time.
2. Use email segmentation wisely
Not all your customers are looking for the same thing. By segmenting your email list, you can send personalized offers that are more likely to resonate with different audience segments. For example:
- Frequent shoppers: Send exclusive early-bird deals to loyal customers as a reward for their support.
- Cart abandoners: Offer a special BFCM discount to those who’ve left items in their cart but didn’t purchase.
- Infrequent buyers: Entice less active customers with higher discounts or free shipping to re-engage them.
With Kasplo’s precise segmentation, you can easily group customers based on their past interactions, making sure your emails hit the mark.
3. Craft eye-catching subject lines
Your subject line is the gateway to your email. During BFCM, people are bombarded with emails, so your subject line needs to stand out. Keep it short, impactful, and relevant. Some ideas include:
- Urgency: “Don’t Miss Out: Black Friday Starts Now!”
- Personalization: “Hey [Name], Your VIP Access to Cyber Monday Deals is Here!”
- Curiosity: “Ready to Unwrap Your Biggest Savings Yet?”
Experiment with different styles and don’t be afraid to A/B test your subject lines to find what works best.
4. Optimize for mobile
This holiday season, Adobe forecasts mobile revenue share will hit a record 53.2% of online shopping and account for $128 billion. It’s no surprise that more and more people are shopping on mobile devices, and your emails should be designed with this in mind.
They should look great whether someone is on a smartphone, tablet, or desktop. Have large buttons for easy clicks, and feature short, clear messages.
Source: Adobe
5. Create urgency and scarcity
BFCM is the perfect time to create a sense of urgency. People know these deals won’t last, but a little reminder can give them the push they need. Here are a few tactics:
- Countdown timers: Embed a live timer in your email to show how much time is left before the deal expires.
- Limited stock notices: Include messaging like “Only 5 left in stock!” to encourage quicker purchases.
- Tiered offers: You can start with a moderate discount and increase it as BFCM progresses, rewarding early buyers and keeping the excitement alive throughout the event.
6. Offer exclusive deals for VIP subscribers
Reward your loyal customers with exclusive BFCM deals. Segment your VIP subscribers and send them early access to the sales or some special discounts that are available to them, but not for all. This makes them feel valued and encourages repeat purchases.
7. Leverage interactive emails
Interactive emails can make the buying experience even more seamless for your audience. Kasplo’s email marketing platform supports AMP for Email, which allows customers to take action directly from the email itself. Here’s how you can use interactive emails to boost conversions:
- Add-to-cart buttons: Let users add items to their cart straight from the email.
- Real-time product updates: Show live pricing, stock levels, and flash deals directly within the email.
- Surveys and polls: Gather feedback in real-time from your audience to tweak your BFCM strategy even further.
Interactive elements provide an engaging experience, reducing the number of steps between interest and purchase.
8. Highlight social proof
Customers trust other customers. Adding social proof to your emails can increase trust and drive conversions. Some ways to do this include:
- Showcase top-rated products: Highlight items that have received rave reviews from your existing customers.
- Include testimonials or user-generated content: Add real-life photos or quotes from happy buyers to build authenticity.
- Display ratings: A simple star rating next to a product can go a long way in assuring new customers of its quality.
Kasplo makes it easy to integrate customer reviews into your emails, thanks to our review request and widget customization tools.
9. A/B Test your campaigns
BFCM is all about risk, and every little detail counts. A/B testing allows you to fine-tune your campaign in search of more efficacious results. Experiment with different time slots when your audience can respond the best. Test different layouts, images, and CTAs to see what works best for your subscribers.
10. Extend your campaign beyond BFCM
BFCM may be the highlight, but the shopping season doesn’t end there. Keep your momentum going by offering post-BFCM promotions or exclusive deals for the upcoming holiday season.
Consider
- Post-event wrap-ups: Send a “Thank You” email to your customers, highlighting the bestsellers and offering them an extra discount for their next purchase.
- Holiday season teasers: As BFCM winds down, begin teasing your upcoming holiday offers to keep customers engaged and excited for the next sale.
Your email marketing during this time should focus on maintaining the connection you’ve built over the BFCM period.
How Kasplo can support your BFCM sales
Kasplo removes the stress of managing high-volume email campaigns during busy seasons like BFCM. Whether you’re a small business or an enterprise, our all-in-one platform has everything you need to succeed.
Easy drag-and-drop builder: Our drag-and-drop tool helps you create eye-catching, mobile-friendly emails quickly, even without design skills.
Pre-built templates: Jumpstart your campaigns with over 400+ professionally designed email templates tailored for BFCM.
Personalized messages: Stand out by customizing your emails based on customer behavior and preferences, making each message feel relevant.
Automated campaigns: Schedule and send emails at the right time using our automation features. Set up workflows for reminders, exclusive deals, and follow-ups effortlessly.
Real-time tracking: Monitor your campaign’s performance with real-time reports. Track open rates, clicks, and conversions to adjust your strategy as needed.
This BFCM, let Kasplo help you cut through the noise and deliver powerful, personalized campaigns that turn shoppers into loyal customers.
Grab a 30% BFCM off on our email marketing and get reviews app free for the next two months, when you sign up before December 1st! Don’t miss it out.
