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Black Friday is almost here and Christmas is looming! If you didn’t already know, Black Friday is the biggest shopping-holiday that exists today. Some companies actually extend the Thanksgiving holiday for their employees to enjoy this day and spend, spend, spend (how nice!). As Black Friday is so huge, the competition is equally massive. It takes a thought-out campaign to stand out from the crowd.

If you weren’t too sure what to do this year, see our top tips below to ensure you’re ahead of the game for the next. This holiday is not going anywhere any time soon!

Maximize your list

Throughout the year, you should have certain periods where pushing subscriptions is your main focus; Black Friday is one of them. You’ll want to get as many subscribers as possible to sell as much as possible (erm, yeah!). People are looking to spend their money, it’s a fantastic opportunity. A great way to do this is by adding website pop-ups that offer a coupon for subscribing, something exclusive for making the effort (people don’t give their details away for nothing these days).

Black Friday coupon


Be smart with your timings

When it comes to email marketing, timing is critical. Check out our blog on the best time to send an email to read up on the topic in more detail. To cut it short, according to a number of studies, 10 am on Tuesday is the best time and day to send an email (coschedule.com). You will, however, need to take into account your own audience, past statistics and so on to really get this right (no one company is the same). So, why is timing so important? According to statistics, the chance of your email being opened after 24 hours drops to 1% – that’s pretty low. You need that email and its fantastic offer to be seen.


Subject line

We’re beginning to feel like a broken record when it comes to subject lines. Once again, your subject line is the most important part of your email. If you fail to entice the reader with your subject line, quite frankly, your email will remain unopened👎. We have some great tips here in regards to a winning subject line. With an occasion such as Black Friday, however, a bonus point would be to add “Black Friday” or a sense of urgency, such as “only 1 day left” or “today only” to your subject line. Be careful mind! Spam filters are very strict when it comes to using words of urgency, there are a few you should stay away from. Check out our infographic on danger words here to avoid making that rookie mistake.

Don’t forget to…

Drill those offers

Word vomiting turns into offer vomiting (a word we invented just now and totally think it should be a thing!). Your emails need to be full of CTAs and offers. There is a great example below from House of Fraser, they have three CTAs with decent discounts. Who wouldn’t click through?

Black Friday advertisement from HOF

Last but not least…

The infamous abandoned cart

It’d be a good idea to plan in advance your abandoned cart series. Once an item has been added to the cart, your job is far from done (not until a purchase is made are you safe 😰). According to Brilliance, in 2017, 74% of online shopping carts were left abandoned. That’s a ridiculously high amount! To be fair, a few of them will have been genuine uninterested customers. However, some of them will most definitely have fallen under the following categories: “got distracted“, “forgot“, “didn’t realize the offer had a time limit“, “their laptop set on fire” and so on! You’ll need to be prepared and on the ball to remind them!

And voila!

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