It’s the most wonderful time of the year...Black Friday/Cyber Monday! Well, for ecommerce businesses anyway. It’s a win-win for everyone – businesses get a big rush of orders, and customers get a bunch of bargains to kick off the holiday shopping season.
In 2018, Email was the highest converting channel for Shopify merchants over the BFCM (Black Friday/Cyber Monday) weekend. Of course that means that everyone’s inboxes will be bursting with lots of online stores trying to make their BFCM deals stand out, so how can you make sure your store comes out on top? Don’t worry, we’ve got you covered.
We analyzed successful campaigns from last year’s BFCM weekend to come up with the 5 things you can do to get ahead with your email marketing for this year’s big seasonal shopping weekend.
1. Start Before Black Friday
People don’t just start thinking about Black Friday on the day of; people now know to expect all these big sales and start planning their shopping early. Inboxes will be flooded with Black Friday related emails from every business out there, so what better way to beat them to the punch than to start campaigning just a little bit earlier?
Send emails that give people a sneak preview of what to expect from your BFCM sales to get them excited and take note of what you’ll have on offer. Combine this with some clever product highlight emails and tailored recommended product emails and you’ll be sure to win them over well in advance of BFCM. You can even take it a step further by starting the sales early for your VIP customers.
2. Extend Your Offers Past BFCM
Be the first one into your customers’ inboxes, and the last to leave! People don’t just stop shopping and looking for deals once Cyber Monday is over – after all, the holiday shopping season goes on right up to the last possible minute on Christmas Eve. While a lot of retailers will stop their deals as soon as the long weekend is over, you can get those last minute shoppers who might have missed out by extending your offer at a slightly reduced rate as a bonus. For example, if everything was 10% off, make everything 5% off as your extended offer.
3. Create a Sense of Urgency
Even if you extend your sales, you still want people to rush to your store for fear of missing out on all the best bargains. During BFCM weekend itself, make sure your emails get across to your subscribers just how limited your amazing offers are. You can do this in a number of ways, from timers to showing items that are close to selling out or limited time deals that have already expired alongside a currently available deal.
4. Free Gifts, Shipping and Giveaways
Nothing feels better than getting something for free! Reward your subscribers and incentivize new ones by offering something exclusive you can only get on BFCM by being on your store’s mailing list.
This could be something small depending on what your store sells. Or a “mystery” gift, where it could be something as small as a pack of stickers to something bigger worth more money. Free gifts are a great opportunity to move old inventory as well. If you’re wary of offering a free gift for every purchase, make it that the code is only valid on a certain spend amount so that the value of the order offsets the free gift.
Shipping is a massive factor in online shopping habits in general. 65% of consumers say they look up what qualifies for Free Shipping before adding anything to their cart, and 45% abandon their cart if their order doesn’t qualify. If you don’t already offer free shipping, offer it to your subscribers if they spend over a certain amount with a special code. Or if you already offer free shipping on a certain spend amount, consider offering it to subscribers for a lower spend amount. If you’re unable to discount your products due to already limited margins, offering free shipping as your only sale during BFCM is still a great opportunity for increased sales.
Giveaways inject a much needed dose of excitement into BFCM offers. Not only are people getting a bargain but they might also win something! The most popular way of doing this is to offer an entry per order, so everyone who orders within a certain time frame is automatically entered into the giveaway. Keep it exclusive to your email subscribers whilst advertising on social media that the giveaway is open to subscribers to incentivise people to subscribe before Black Friday. You can also opt for the “no purchase necessary” route and have customers enter their email to win your giveaway. This is a great mailing list builder as well!
5. Bold, Eye-Catching Imagery
And one of the most important things you can do for your email marketing? Make sure it stands out visually! Use great imagery of your products combined with bright, bold BFCM sale graphics to really make your email pop in someone’s inbox while they’re clicking through emails.