As preparations continue for the massive Black Friday/Cyber Monday sales season, GD Commerce is helping your business prepare with our weekly blog series. This week, we’re looking at the effectiveness of Email Marketing for Driving Conversion on Black Friday.
Despite what you may have been told, email marketing isn’t dead. If anything, it’s more relevant than ever. A robust email marketing should be a central pillar of your Black Friday marketing push and this idea is backed up by statistics. A recent article by Hubspot highlights the following noteworthy statistics:
- Email marketing generates $38 for every $1 spent
- 99% of consumers check their email every day
- 73 per cent of millennials prefer communications from businesses to come via email
Email Marketing is More than Just Newsletters
If you’re just using email marketing to blast out newsletters, you’re doing it all wrong. Sure, newsletters have their place, but they’re just one part of a well-rounded email strategy. The newsletters you do send should arrive regularly, either once every two weeks, or once a month. Avoid just using them to promote products or deals. Instead, populate them with engaging content that’s useful to your clientele. This can be blogs, news from around your business, or even useful resources you’ve found. You have to show value above and beyond your products to resonate with a modern audience.
Here are some other emails you can use to help build anticipation for Black Friday:
The Action Prompter
In the run up to Black Friday, the action prompting email is a powerful tool to use. It’s a one-off email that’s used to announce the upcoming sale and build anticipation. Send this to the segment of your audience you feel would be most interested in the sale. Your ultimate goal with this email it to stimulate the customer to action – in this case a purchase. This type of email merits a dedicated email with no other information. Don’t fall into the trap of including the announcement within a newsletter.
Automated Campaign Emails
Automated emails are fantastic for taking your customers on a guided journey through relevant content that you curate. They’re sent automatically based on a subscriber’s behaviour, including filling out a form, buying a product, clicking a link or ignoring an email. They’re typically sent on a timeframe of your choosing and can be used to point customers toward relevant products and services.
Strong Content is Key
Whether it’s newsletters, one-off emails or automated emails, your Black Friday promotional emails will need strong content to woo customers. Here are some of the most popular types of content to use to build anticipation for the big day:
- Educational content (tips & tricks, answers to frequently asked questions, how-to’s, etc.)
- Inspirational content (success stories, case studies, testimonials, etc.)
- Entertaining content (behind-the-scenes videos, funny sketches, etc.)
- Promotional content (sales, coupons, events, etc.)
Ready to Help
Want to make sure your business is ready for Black Friday and Cyber Monday? GD Commerce is standing by to help. Contact Us and find out how we can lessen the load.