Many ecommerce brands wing Black Friday…and it shows in their results.
You start the planning too late, throw a few offers together, send one “Black Friday sale is live” email.
Then crickets. Or at best, a handful of sales.
The brands winning Black Friday email marketing are making more than a handful of sales, and that is why Black Friday is still one of the biggest shopping days of the year.
If you want to turn your Black Friday revenue around and 10X your sales, plan with these three steps:
Get clear on your offer(s)
It’s easy to default to running a storewide sale because you are running out of time, but the best Black Friday results come from deciding what your offer is going to be in advance.
Free shipping over a certain purchase amount?
40% off old stock?
10% off new collection?
Bundle and save?
Buy one, get one free?
There are so many ways to offer a Black Friday sale, so pick the one(s) that best aligns with your revenue goals and profit margins.
Get clear on subscriber segments
If you’ve been sending your Black Friday offers to “all subscribers in the audience”, this is the year to stop. Just because you sent the email to everyone does not mean that your chances of making sales will increase.
So start our by deciding who this offer fits best. Is it the subscriber who has ordered over a certain amount? The subscriber who has never ordered? The VIP subscribers? decide who gets to enjoy your Black Friday offer and segment your email list accordingly.
Tip: You can send different offers to different segments of your list. For example: a free shipping/return offer for those who have never placed an order to try out your brand, a bundle and save offer to people who have bought single products, or an early shopping invite for VIPs.
Set up core email flows
You are going to (hopefully) send a lot of single email campaigns during Black Friday. But the truth is that they will not be enough. That’s why email flows have to enter the chat if you want a game-changing Black Friday.
Start with a simple welcome flow that helps new Black Friday shoppers get familiar with your brand and sells them on why they should choose you.
Then set up a customized cart abandonment flow that recovers carts at all our of the day. Make this personalised to your Black Friday offer(s) so that it’s relevant to Black Friday shoppers.
Follow these flows up with a post-purchase flow so that you can upsell other products or provide excellent customer service that keeps customers coming back. We don’t want a once-and-done customer.
Even if you can’t do any extra prep this Black Friday, these three steps will help your brand sell more products and retain customers.
And if you would rather get the Black Friday flows off your plate and hand it to an expert, click here to get my full flow setup and let’s win this Black Friday!
