Prepping for Black Friday: Email Campaigns
Black Friday 2024 is gradually approaching, retailers across the globe are beginning to plan this year’s Black Friday campaigns, and many digital marketing professionals will find themselves faced with the same question; when is the best time to send Black Friday and Cyber Weekend emails?
Before we jump in, it’s important that we first understand how many emails will be sent regarding Black Friday offerings, and for how many days the email campaign will last.
The key days to be communicating with your potential customers are;
Whilst this may seem like overkill, handled in the right way and to the right audience, frequency is the key to success.
The first Black Friday email is to announce that you are participating in Black Friday Sales as a brand, and the second to remind people that the sale ‘ends tonight’. The Saturday email is to extend the offer until Sunday, with Sunday acting as the reminder that the ‘offer really does end tonight!’
Cyber Monday should be treated as a new promotion with a new offer. You don’t want to bore your readers, you also don’t want them to be frustrated with a heavier promotion on the product they bought a couple of days ago.
Email Strategy
Now we know how many emails we’re going to send we can look deeper into the timings of each one.
Contrary to popular belief, there is no perfect time during this period. The key is to get ahead of the curve; try to enter your customer’s inbox at the most effective time. It’s a fine balance between being too early (and people being asleep and not reading your email) and being too late, where your email may soft-bounce due to the huge increase in companies sending emails. For sends early in the morning, getting your email delivered first isn’t necessarily a good thing, as while you’re waiting for the reader to wake up, your email is getting pushed further and further down their inbox.
Each year the sends are getting earlier and earlier, which means the optimum time is constantly changing. Happily we have plotted out these sends for you:
Black Friday
Saturday
Sunday
Cyber Monday
So what do these results actually mean? When should you send your emails? Well, we’ve simplified that bit for you too.
Ensure each resend is to non-converters to avoid irritation to your subscribers. Cyber Monday should be to your entire database again.
If you need bespoke and tailored advice before you start your email campaigns for Black Friday and Cyber Monday, use the contact form below to get in touch.
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