Plus, get a 7-step email campaign to plan Black Friday and Cyber Monday emails that drive sales.
By Kelly Forst October 13, 2020
Black Friday shoppers spent a total of $7.4 billion online in 2019 — topping the previous year by $1.2 billion!
Meanwhile, Cyber Monday shoppers spent 20% more in 2019 than they did in 2018, with sales topping $9.4 billion spent online.
But with the uncertainty of the Coronavirus, we may see those numbers grow even more as consumers choose to shop from the safety of their homes. So how can you cash in on all this holiday spending?
A Black Friday email campaign (and/or Cyber Monday email campaign) is a great way to cash in on all this spending. However, with thousands of emails to compete against, it can be difficult to get your audience’s attention.
With these Black Friday and Cyber Monday email marketing tips, you’ll be sure to stand out inside the inbox.
7-Step Black Friday and Cyber Monday Email Campaign
Planning your Black Friday and Cyber Monday emails doesn’t have to be difficult. Consider this 7 email campaign as a starting point for what to send and when.
Tease your promotion with a “preview” email sent out three days* before Black Friday. Let your subscribers know something big is coming — but don’t tell them what.
Email #2: Send a countdown email.
The night before your promotion goes live, send a 12-hour countdown email to your audience. (The anticipation!) You can schedule this ahead of time inside your AWeber account.
Don’t have an AWeber account yet? Sign up for AWeber Free and get your Black Friday and Cyber Monday emails scheduled!
Email #3: Launch your promotion.
Send your promotion — whether it’s a coupon code that gives your subscribers a certain percentage off their purchase, a free gift with their purchase, or a special giveaway for the first 200 customers who purchase — on Black Friday.
Email #4: Resend your promotion.
Not all your subscribers will engage with your email. That’s okay: Their inboxes are flooded on Black Friday with deals. That’s why I recommend resending your message to anyone on your list who didn’t open or click later in the day.
Email #5: Pre-Cyber Monday email.
Planning to take advantage of the whole holiday shopping weekend? Consider sending your subscribers a heads up that you will be offering another (or an even sweeter) deal, especially if they missed your Black Friday sale.
Email #6: Day-of Cyber Monday email.
Send your Cyber Monday promotion. Position this as an opportunity for subscribers who may have missed your Black Friday promotion to take advantage of.
Email #7: Post-promotion email.
With AWeber, you can “tag” subscribers that go from your promotion emails and hit a certain page of your website. The next day, send that group of subscribers that made it to a certain product page or the checkout — but never ended up making a purchase — a follow up email.
Let them know the product is still available, reiterate the benefits of purchasing, and tell them that you’ll extend the promotion another few hours just for them!
Examples: Black Friday Emails
The Short & Punchy Black Friday Email
There’s no simple answer to the right email length, but on Black Friday, there is. Keep your content brief. Your subscribers’ inboxes are filled with other emails. They’re busy looking at numerous sales and online shopping.
So get straight to the point. Describe your sale and link off to your website.
For example, see how mattress company Casper does this in their Black Friday email below.
The “Straight-to-the-Point” Black Friday Email
Your most important information (a.k.a. the discount or deal you’re offering) should be near the beginning of your Black Friday email. Consider including it in the headline of your email.
Code School, an online education platform, describes their discount in a brief and bold headline, making it simple for subscribers to see exactly what the offer is.
The Visual Black Friday Email
Another way to increase your click-through rates on Black Friday? Display your product images inside your emails.
If a subscriber sees something that catches their eye, they’ll be much more likely to click on your call-to-action button.
Crossnet, an outdoor volleyball-like game, created a visual email that shows off their product in a fun way.
You may also want to add motion to your emails with GIFs. We created FREE GIFs you can use in your emails. Download them here.
Kidly, a children’s toy and clothing company, created a GIF for one of their Black Friday emails. It’s fun — which matches their brand — and seasonal. The headline and image work together to create a stand-out email.
The “Last Call” Black Friday Email
Create urgency by informing subscribers that your sale ends soon. In his book Persuasion, best-selling author and psychology professor Robert Cialdini explains that urgency is a psychological trigger that encourages people to act.
Blenders Eyewear creates a sense of urgency in their Black Friday email copy below.
Cyber Monday Email Examples
Below are a few of our favorite Cyber Monday email examples. Use them as inspiration to create your own email marketing campaign with AWeber this Cyber Monday.
The Engaging Cyber Monday Email
Chubbies offered a new free gift — like duffle bags, blankets, hats, and more — every hour of it’s Cyber Monday event via email. If you bought a product on their site, you would receive that hour’s free gift along with your purchase.
The campaign kept people coming back to their inbox hour after hour to check out which free gift would be unveiled next.
The “Bundled Products” Cyber Monday Email
Digital marketer and coach Melyssa Griffin helps bloggers and entrepreneurs grow their audiences and incomes. For Cyber Monday, Melyssa bundled all her online courses together for a fantastic deal.
Bundling or packaging certain products can make the promotion feel larger and more impactful than giving a discount for each separate item.
The “No Sale” Cyber Monday Email
Remind your customers of how good they always have it! That’s what Everlane did with their “No sale here” email. In this email, they called out the fact that their prices are already 50% lower than most retailers, day in and day out.
The “Exclusive Offer” Cyber Monday Email
Motivational speaker and coach, Lewis Howes, focused on “exclusivity” for his Cyber Monday deal. He played up all the benefits of being part of the elite, members-only program and offered a significant discount on his monthly coaching program.
Get FREE Black Friday and Cyber Monday email templates!
To help you prepare for a busy holiday shopping season, we put together a free Black Friday email template, Cyber Monday email template, and Black Friday landing page templates for you to use. Get the free templates and start planning your Black Friday and Cyber Monday email campaigns today!