As the leaves turn gold and the festive season approaches, marketers worldwide brace themselves for the biggest shopping event of the year: Black Friday and Cyber Monday (BFCM). Imagine inboxes filled to the brim, customer expectations through the roof, and every brand vying for attention. It’s an exciting yet challenging time for marketers who need to balance creativity, strategy, and technology in their BFCM campaigns.
But how to really cut through the noise, without squandering hours upon hours of work and creating the same dark-looking emails that everybody else sends? In an exclusive live event, we rallied up an expert panel of email & marketing leaders who shared their decades of expertise with the audience:
- Mike Nelson, Co-founder of Really Good Emails and Head of Growth at Beefree
- Val Geisler, VP of Customer & Lifecycle Marketing at Digioh and ex-Klaviyo
- Gregg Blanchard, Co-founder at SendView
Want to watch the whole live event? Catch it here.
The BFCM rush: Understanding timing and preparation
Launching a successful Black Friday email campaign isn't just about offering jaw-dropping discounts. Timing is pivotal. As Mike Nelson pointed out, early mentions of BFCM deals might start appearing after Halloween, but the real consumer engagement typically picks up in early November.
"Marketers are mentioning the event, but it's not until November 1st that deals start," shared Gregg Blanchard. This data-driven insight allows marketers to mold their promotional calendar without overwhelming their audience prematurely.
Preparation is key for any campaign, particularly for BFCM. Teams must be cohesive and proactive, ensuring messages are aligned and inventory is ready. When discussing preparation, Nelson emphasized, "Plan accordingly. If you're going to be doing something really big, you're going to have to plan even more, probably get those approvals, make sure the stuff's in the warehouse."
Segmenting for success
Segmentation is no longer just an option—it’s essential. As Gregg advised, understanding your customer demographics, purchase history, and engagement levels ensures you speak directly to their individual needs. This can range from differentiating loyal buyers from first-timers to adjusting strategies based on geographic locations.
Val Geisler echoed the importance of segmentation, emphasizing the use of both zero-party and first-party data. "Being able to personalize well beyond email first name is important," she noted. Using data such as customer preferences, browsing behavior, and purchase history can significantly enhance the personalization and relevance of your emails. This tailored approach ensures your messages resonate, resulting in higher open and conversion rates.
Providing value beyond discounts
Are discounts the only way to secure sales during BFCM? Not necessarily. Val Geisler offered alternatives, suggesting brands explore options like bonus loyalty points, exclusive content, or the novel approach of offering an opt-out for BFCM emails. She stated, "Offer an opt-out of BFCM only. It's an incredible LTV (lifetime value) play because you get to keep your customers longer."
The focus should be on delivering value to your customers, ensuring they view your brand as more than just quick savings. This approach not only preserves your brand's integrity but helps in nurturing a long-lasting relationship with your audience.
Designing for impact
In the clutter of the BFCM inbox, creating emails that capture attention is crucial. Nelson shared effective design techniques, such as utilizing an inverted pyramid structure that naturally guides the reader’s eye to the call-to-action (CTA). Additionally, integrating countdown timers can enhance urgency and anticipation among shoppers, reinforcing the limited-time nature of your offers.
"The focus should be on delivering value to your customers," Nelson advised, emphasizing that impactful design doesn’t just involve visuals but clarity and purpose as well. Simplified, yet eye-catching designs, with a strong focus on benefits and engaging copy, ensure that your emails resonate with subscribers and aren't merely glossed over.
Lessons from the trenches
From managing internal expectations, like avoiding the dreaded "email blast" directive from superiors, to intelligently leveraging customer data, there are invaluable lessons to be learned in navigating the BFCM landscape. This multifaceted strategy involves more than just increasing email frequency; it’s about smarter, targeted messaging that aligns with user behaviors and preferences.
As Val put it, marketers should focus on, "offering value beyond the discount." This sentiment is echoed through her recommendations of incorporating non-discount elements such as loyalty points or product bundles, effectively enhancing the value offering during BFCM without necessarily reducing prices.
The road ahead: Crafting a seamless Black Friday & Cyber Monday email strategy
For marketers new to the scene, starting early with list-building strategies and honing in on audience demographics lays a solid foundation. It’s crucial to recognize the intrinsic value of engaging your audience with meaningful content, staying in their minds while remaining relevant as the holiday peak approaches.
The conversation forward anticipates how brands can make each interaction count, and how to foster deeper connections beyond transactional exchanges. As Mike Nelson aptly summarized, “It's not just about being heard above the noise—it's about resonating despite it.”
In conclusion
Navigating the BFCM season successfully combines the art of creativity with the science of data-driven decision-making. Time your messages wisely, segment judiciously, and aim to deliver value that's truly meaningful. Remember, while the noise of BFCM can be deafening, thoughtful strategies and personalized engagements ensure your brand’s voice is not just heard, but remembered.
Whether you're a small business carving your niche or a global titan amplifying your reach, BFCM is your platform to shine brightly. Use the insights shared to refine your strategies and approach this holiday season with confidence and clarity. Because in the realm of marketing, creating impact is as much about innovating as it is about sharing a story that echoes well beyond.
If you are looking for inspiration for your next BFCM email campaigns, make sure to check out the comprehensive Black Friday email collection on Really Good Emails, or start designing your own with a ready-to-use template from Beefree!
