How To Brief Your Black Friday Campaign
Creating a successful Black Friday email campaign involves careful planning, clear messaging, and a well-thought-out sequence of emails to ensure you capitalise on sales - remember ever £1 investment on email sees an average of £36 return, but that doesn’t mean we don’t need to put some effort into strategy and planning! However, we know this time of year is really hectic, so we’ve developed this quick guide for Black Friday or any sale email campaign!
Pro Tip: Angle some of your marketing strategy toward encouraging email sign ups before Black Friday, and announce your launch on email first (and exclusively!) this encourage customers to see the value of being part of your mailing list.
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Email 1: Announcement Teaser
(2-3 Weeks Before Black Friday)
Subject Line: "Get Ready for [your campaign name]!"
Messaging: Start by creating anticipation. Announce the upcoming Black Friday sale without revealing too much. Mention the date and the promise of amazing deals.
Design Ideas: Use a teaser graphic that includes a countdown timer or a sneak peek at some of the products that will be on sale. Keep the email visually exciting but not too cluttered.
Commercial: Include a button to shop new in, or add products to a wishlist for easy shopping on launch day.
Email 2: Early Access
(1-2 Weeks Before Black Friday)
Subject Line: "Exclusive Early Access: Black Friday Deals Just for You!"
Messaging: Offer early access to your most loyal customers or subscribers. Emphasise the exclusivity and encourage them to be the first to grab the best deals.
Design Ideas: Include a series of products that you’ve seen encourage click through before.
Commercial: Include a button or CTA (Call to Action) that directs recipients to a dedicated landing page for early access. Use bold visuals that highlight the exclusivity of this offer.
Email 3: Black Friday Eve
(1 Day Before Black Friday)
Subject Line: "[Campaign Name]: It's Almost Here!"
Messaging: Build excitement by reminding subscribers that Black Friday is just around the corner. Mention the date and time the sale will start.
Design Ideas: Create a visually appealing email with a countdown timer that emphasises the urgency. Include a "Sneak Peek" section with some of the best deals to create anticipation.
Email 4: Black Friday Kickoff
(Black Friday Morning)
Subject Line: "[Campaign Name]: Let the Shopping Spree Begin!"
Messaging: It's time to reveal the full Black Friday offers and invite customers to shop. Highlight the discounts, promotions, and any special incentives like free shipping.
Design Ideas: Design an eye-catching email with clear, bold typography and visuals of the products on sale. Include a "Shop Now" CTA that takes recipients directly to your website.
Commercial: A grid of products can work well here or 2 to 3 sections to shop split by department e.g. ‘face, lips, eyes’ for a beauty brand, or ‘winter warmers, winter sun, stocking fillers’ for a fashion brand.
Email 5: Last Chance
(Black Friday Evening)
Subject Line: "Last Call for Black Friday Savings!"
Messaging: Create a sense of urgency by reminding subscribers that Black Friday is coming to an end. Emphasise that this is their last chance to grab the deals.
Design Ideas: Design a postcard email indicating the end of the sale is coming. You could include a banner linking to the biggest reductions.
Email 6: Cyber Monday Teaser
(1-2 Days Before Cyber Monday)
Subject Line: "One Last Chance: Cyber Monday!"
Messaging: Transition from Black Friday to Cyber Monday including discount percentage and duration of sale.
Design Ideas: Change the graphics to reflect the next stage of the campaign. Include a footer banner that mentions more offers will be announced via email first in the future.
Remember to personalise your emails with the recipient's name and segment your email list to send relevant offers to different customer groups. Additionally, make sure your emails are mobile-responsive and include clear CTAs to drive traffic to your website. Testing different subject lines and email designs can also help optimize your Black Friday email campaign for maximum engagement and sales.
We can’t wait to hear your results - be sure to let us know how it goes over on Instagram. And if you need some design help, you know where we are!
