Prepared for Katie W. | Delivered November 2, 2019
Black Friday Marketing Best Practices
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The goal is to understand what best practices currently exist for Black Friday and Cyber Monday email marketing campaigns.
In order to gain email addresses for holiday marketing campaigns, one best practice is to
hold a raffle
and ask for emails as part of the entrance requirements (as long as it is disclosed that this will sign participants up for marketing emails). According to one study,
of consumers are willing to disclose information like email addresses if it benefits them with promotions.
Another way to get email addresses for Black Friday/Cyber Monday email promotions is to have
pop-ups on store websites
encouraging people to sign up for notifications on sales and promotions.
Creating a sense of urgency in holiday marketing emails can
increase sales by up to 300%
. Ways to do this
adding a sale countdown timer in the email, using "limited-time" language in email headers and subject lines, and using language such as "biggest sale" and "best prices of the year".
Urgency should be taken a step further by
. One study showed that messages that simply said things like "This deal won't last"
generated less sales
than more personalized, yet still urgent messages like "A Gift for You" or "Treat Yourself".
Emails for large events like Black Friday
should be sent
at least one day before, the day of, and a few hours before it ends. Studies also show that marketing emails should be sent on
Tuesdays or Thursdays at 3pm
to gain the most readers.
It is recommended to perform an
on subject lines before sending out Black Friday emails. This means testing
two different subject lines
with two small groups of customers and using data to see which performs better. The winning line can then be sent the majority of the rest of the consumers in a store's list.