With Black Friday predicted to be the UK’s first online shopping day to experience sales of over £1bn (Forbes, 2015), there is a strong urgency for online retailers to prepare themselves for the surge of website visitors and sales which they crave. There has been significant growth in online shopping over the years, and more and more retailers are jumping on the bandwagon of offering heavily discounted offers to entice customers. Email marketing plays a huge part in bringing in a strong proportion of these sales over Black Friday & Cyber Monday, so it is essential that you get your email strategy right. Here is my guide to making sure your cyber weekend emails fly:
When to send
Last year from the hundreds of emails we analysed over these days, around half of them were delivered between 7am and 9am. Getting in early is essential on Black Friday as people wake up expecting to see the deals, and if your offer is not in the inbox at this time there is less chance you will get the visit and purchase that day.
Additionally, there was also a trend of warming up customers before Black Friday with emails on the Thursday telling customers to look out for the deal tomorrow.
Frequency of send
Some retailers can often be tempted to get a little carried away with the number of emails they send on Black Friday. I’m not saying additional sends and reminders are a bad idea, but make sure these are a few hours apart and aren’t an exact replica of the previous email.