How to create a successful Black Friday campaign
How to create a successful Black Friday campaign
For many companies, Black Friday is an unmissable opportunity for sales and visibility. But it is also a time when everyone tries to capture customers' attention, so users' inboxes are filled with commercial emails. So how can you maximize the visibility of your Black Friday campaign among all these emails? Let's find out!
Plan ahead
During Black Friday, billion promotional emails are sent. These are days when your emails will have to compete with many other brands to be noticed.
To capture the attention of your potential customers, you will need to act in advance and plan carefully.
Quality over quantity
There's no point in sending emails to contacts who are not very interested. As mentioned, these are days when inboxes are flooded with emails. If the user isn't already interested from the start, your email will almost certainly go unread, be deleted, or worse, end up in the Spam folder.
Clearly define your target and focus your energies and resources in a targeted manner.
Definisci bene qual’è il tuo target e concentra le tue energie e risorse in maniera mirata.
Plan strategically
Offer rewards and exclusives for the most loyal users.
You might consider running the Black Friday campaign in two parts.
In the first campaign, you could promote previews of the offer and a bonus or reward for early sign-ups. In the second, you would give visibility to the actual Black Friday promotion.
By offering rewards and bonuses to the most loyal and interested users, you increase engagement and can also get an initial idea of the promotion's quality by analyzing the first data on sign-ups.
Additionally, by splitting the sends, you also reduce overcrowding.
In the weeks prior, inboxes are less flooded with emails, and you can increase your chances of being noticed!
Tip: If you don't have many targeted contacts but still want to reach a very large audience, you can always rely on a good affiliate network.
Be simple, clear, and direct.
If you have been fortunate enough to capture the user's attention, know that you have only a few seconds before they decide whether to click or close the email to move on to the next one.
Try to present your offer in a simple, clear, and direct manner. You should be able to convey what you are offering with your Black Friday campaign at a glance.
Communicate in a few words what solution or opportunity you are providing. Don't talk about yourself; instead, present your value offer for your customer.
A few lines, in simple and clear language, with a strong focus on creativity.
It's needless to say that the subject line is the first hurdle you need to overcome, as with any email campaign. And now it's even more important to rely on some A/B testing before selecting the right one.
Use all the tools at your disposal.
Even if the main channel will be email, don't forget that you can support and enhance your visibility through other media as well.
For example, you can simultaneously promote the campaign on social channels, inviting users to visit your e-commerce site or contact you.
You could also use SMS. With SMS, you don't have to worry about overcrowding users' inboxes.
Your message is always delivered, has maximum visibility, and reaches your target users' smartphones in real time.
Moreover, if the geolocation of your target is very important—for example, if the promotion is in-store—SMS will always be the most effective channel (see SMS performance).
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