Email marketing strategies learned from black Friday

Brands are gearing up for the upcoming Black Friday. As the busiest shopping season of the year, Black Friday will bring huge profits to businesses. According to Shopify, companies generated more than $1.5 billion online in revenue at this time last year. Also, based on the statistic from Adobe Analytics, online sales of Black Friday in the United States reached $6.22 billion in 2018, up 23.6 percent from the previous year and a record high. In order to seize business opportunities, brands actively take different approaches, hoping to stand out from their competitors. Simply sending email to offer discounts may not appeal to consumers, so sometimes they need to find a new way. Here are two ways that businesses used last year. You can also see if you have received similar email this year.

1. Don’t ignore sales before and after black Friday

According to Amazon, stores also generate excellent sales the week before and the week after Black Friday. Therefore, businesses can choose to take early action or postpone the end time to maximize profits.

Email from Kate Spade last year

Last year, Wool and the Gang started “Black Thursday” the day before Black Friday and informed the customers through email. Kate Spade also sent an email to the sender under the name Kate Spade Surprise, announcing the advance black Friday promotion.

Email from Forever 21 last year

In addition, in December, Doggyloot sent customers an email claiming to take them back to black Friday, hinting at upcoming deals. The company managed to create a sense of black Friday, even though the discounts were modest. Forever 21 has taken a similar approach, with a sale on a Friday in July that is defined as “black Friday in July.”

2. Find ways to get your customers to open the email

On black Friday, every shopping website will give “best deal”, “free delivery”, and other benefits. Giving these benefits alone may not make a brand stand out from competitors. When consumers receive countless emails, how to get them to open the email of the brand and enter the corresponding shopping website becomes important.  

Email from Chubbies last year

Chubbies sent an email last year titled “Black Friday is CANCELLED.” At a time when other brands were pushing discounts like crazy, Chubbies’s uniqueness might catch people’s attention. Customers could only go to the website to find out why black Friday was cancelled.

After clicking “add to Cal” button in the email from Glossier last year

Also, Glossier took a different approach — helping consumers prepare. Glossier’s emails allowed consumers to add events to their calendars by clicking the “add to Cal” button to remind people not to miss the discount. The email helped Glossier successfully boost their email conversion rates during the busy shopping season. Moreover, some brands, like Happy Socks, have chosen not to show specific discounts in emails. This way of hiding the offer took advantage of people’s curiosity to get them to open their emails.


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3 Responses to Email marketing strategies learned from black Friday

  1. Rita says:

    Thanks for sharing! I really like this topic since it’s approaching Black Friday now. I do like the examples of Chubbies and Glossier. Their strategies could stand out from many other promotion e-mails that came to your e-mail box. And also, I think for the first suggestion you mentioned, there have been lots of brands doing this now. I think they have start the Black Friday since the beginning of November. For brands, I think they may need to pay attention to unique advertising ways to leave a strong impression on consumers like Chubbies and Glossier.


  2. siyiji says:

    Thanks for sharing! This topic is interesting and your suggestions for email marketing are extremely insightful. Regarding the first one, I have seen such strategies before as Rita said, but I also wonder if it might bring problems. Because consumers are always sensitive towards discounts and price, how to set them before or after Black Friday becomes a hard question. If there is inconsistency, customers who purchase the item with higher price may feel dissatisfied. Under this circumstance, their user experience may be harmed. As a result, marketers need to make strategies wisely (best discount counting down/ mystery box) to prevent such problems.

  3. xiayuyan says:

    Thanks for sharing! According to my experience this year, the “Black Friday” has evolved into a “Black week” that finished with Cyber Monday. I agree with siyiji’s comment that the customers are quite price sensitive. Also, Extending the Black Friday may decrease the urgency to buy for consumers. Furthermore, the application of some coupons and discounts before and after Black Friday is becoming more and more complex. Many people try to find a way to make the best out of it. There are many blogs online about the strategy of applying the discount and these blogs are quite popular.

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