One thing is clear: The pre-Christmas season will definitely be different this year than usual. By Black Friday at the latest, it will become clear how much retail is affected by the changes caused by COVID-19. Business will mainly take place on the internet and those who have already positioned themselves optimally in e-commerce will emerge as winners from this crisis. As it becomes increasingly crowded in the digital space, it is more important than ever to implement creative campaign ideas in order to stand out from the crowd.
Maja Schneider from Sendin Blue gives you seven valuable tips for successful Black Friday campaigns that your customers will love.
Tip 1: anticipation is the greatest joy
Start early to get your customers in the mood for Black Friday offers. This campaign only includes a short time frame, but you can already stir up anticipation with the help of teasers on your own social media channels or newsletters. In addition, teasers increase your newsletter numbers in no time at all: they encourage your customers to register so that you will be the first to be informed about your offers.
Tip 2: know your target audience
Emails always work better when they’re tailored to their recipients. In addition to personal address (keyword: name personalization), segmentation also plays a major role. To do this, sort your contact list according to certain characteristics and thus individualize the content of your mailings. For Black Friday campaigns, this would be your purchase history, preferences, and engagement with your recent campaigns. You can find tips on correct segmentation in the ultimate Sendinblue’s Guide to Marketing Automation.
Tip 3: Appropriate subject lines and appropriate emails
The single most important factor that determines whether or not subscribers will open your email is the subject line. With all of the discounts and promotions flooding your clientele’s inboxes on Black Friday, you need to make sure your email stands out from the crowd. Communicate your offer clearly, but with finesse. Avoid the usual phrases such as “Our new products for Black Friday …”, try your hand at charming formulations or idioms that attract attention.
Tip 4: The eye reads with you
In addition to the subject line, an appealing email design is also important in order to optimize the opening rate. Thanks to professional email marketing solutions like Sendin blue you don’t need any previous knowledge of graphic design, you can access numerous Black Friday e-mail templates and customize them very easily with the intuitive drag & drop editor.
Tip 5: use FOMO
FOMO stands for Fear of Missing Out, the fear of missing out on something. If you create a sense of urgency in your email campaigns, it can increase your sales many times over. Make it clear in your call-to-actions (CTAs) like buttons or in the subject line that the offer is limited in time and use activating words to encourage your customers to make a purchase decision. A ticking countdown also has a strong psychological effect and creates an incentive to buy.
Tip 6: Make it easier for your customers to access
With all the flood of offers, it can be very confusing to keep track of where which offers apply. Create a special Black Friday landing page where you centralize all information regarding delivery, returns and discounts. You can use this URL in the following years and improve your SEO ranking at the same time.
Tip 7: Let’s go multi-channel
To get the most out of your Black Friday campaigns, it’s important to reach your customers everywhere – across all channels. An effective strategy is to bundle your email and social media marketing together. For example, you can retarget your newsletter subscribers with Facebook ads. In the Black Friday hustle and bustle, you’re more likely to grab your customers’ attention if you watch your campaign more than once.
Extra tip: stay sensitive
With all the euphoria about the beginning of the season with the highest sales: stay sensitive! Many people are affected by the current very tense situation. Avoid clumsy corona jokes and perhaps appear a little quieter despite the great competition. That shows empathy and makes your brand more personable.
Retargeting, automation, newsletters & Co .: All of this can best be implemented with the right software. This saves you time, energy and resources and allows you to manage all your marketing activities in one place. Sendin blue is such a digital marketing platform. Regardless of the industry, company size or objective: Sendinblue combines functions such as email marketing, automation, SMS marketing, retargeting and CRM on one platform.