Black Friday Emails: 9 Super Creative Examples To Inspire Your Own (+Free Swipe File)

Over the BFCM weekend, your customer’s inbox will be as full as a belly after thanksgiving dinner.

And as an ecommerce merchant, that’s a problem. Because with so many folks competing for your customers’ attention, it’s easy for your deal to slip under the radar.

So the question is: How can you make your Black Friday emails stand out? Because between design, copy, and tactics, there sure is a hell of a lot to consider.

Well, in this post, I’ll share 9 of the most unique Black Friday email examples I’ve seen. You’ll get ideas and best practices to help guide you through the process.

By the end, your brain will be humming with inspiration, and you’ll be ready to build your best Black Friday email campaign ever. Plus, I’ve included a Black Friday Email swipe file with over 30+ emails to fuel your creativity.

Let’s get to it!

1. The Tension Builder – Tinker

Sometimes what makes your Black Friday email stand out isn’t the email itself, but the tension you’ve built in the days leading up to the sale.

Here you can see how watch brand Tinker creates a buzz around their offer by teasing their audience with a mysterious outline of a new product.

Black Friday Email Example

The copy and design are laced with intrigue, teeing up their Black Friday email to stand above the rest by piquing their audience’s curiosity.

This approach so powerful because it creates a mental itch that needs to be scratched. And the only way to scratch it is? Yup, you guessed it: to open your BFCM email.

🔑Key Takeaways:

  • Humans are a naturally inquisitive bunch. Use curiosity to drive engagement in your BFCM email campaign.
  • Keep your message crystal clear by using simple designs and eliminating wordy blocks of text.

2. The Preliminary Reveal – Google

In contrast to the tension-generating email above, this pre-Black Friday email from Google comes right out and shows shoppers the goods before the sale goes live.

Black Friday Email Example

This ‘preview’ approach is great if you’re selling higher-ticket items because customers may need more time to consider their purchase.

For example, slamming a 15% discount on a $1000+ purchase into their inbox on Friday morning mightn’t be enough to convince them your offer is worth it.

But garnering interest earlier in the week gives you customers the space to think about your products and increases the likelihood they’ll buy when deals go live.

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🔑Key Takeaways:

  • Sending multiple emails in the build-up to BFCM helps keep your brand top of mind
  • For higher-ticket items, customers may need more time to consider their purchase
  • Use dynamic retargeting to follow-up with customers when BFCM arrives

3. The Early Access – Eve Sleep

As we mentioned in the introduction, with hundreds of emails assaulting your audience’s inboxes on Black Friday itself, standing isn’t easy.

But by sending early access in the week leading up to Black Friday, you can capitalize on the increased appetite for spending while avoiding the torrent of competing offers.

That’s precisely what mattress retailer Eve Sleep did last year. Instead of making their customers wait until Friday to claim their offer, they grant early access mid-week.

Opening up your Black Friday offer early allows you to pick up buckets of opens, clicks, and sales before the big rush begins.

To add exclusivity to this kind of email, you might consider opening your BFCM deals to VIP customers only. Adding a reason for granting early access will encourage shoppers to take action.

🔑Key Takeaways:

  • It’s easier to grab attention on Mon-Thurs of Cyber Week.
  • Opening up your offer to a segment of loyal shoppers ensures none of them miss your offer in the heat of the moment.
  • Low-key GIFs can make your email pop.

4. The Multi-Channel Approach – Nuheara

With over 400 million emails being sent out on Black Friday, you’ll stand the best chance of engaging with your list by taking a multi-channel approach.

One way to boost your uptake is by getting out of your subscribers’ email and into their SMS. Why? Well, SMS boasts a whopping open rate of 98%. Plus, over 90% of the SMS message you send will be read in under 3 minutes.

Audio brand Nuheara used this Black Friday email last year to push subscribers onto their SMS list in advance of the big day.

SMS Black Friday Email Example

By stepping away from the hyper-competitive email inbox and moving to SMS, Nuheara ensures interested subscribers don’t miss out on a great deal.

You can also encourage subscribers to follow you on social media in the days leading up to the big day. That way, while other brands are only hammering email, you’ll be able to reach your audience across multiple touchpoints and boost the chances of making a sale.

🔑Key Takeaways:

  • Attention is the gateway to your customer’s wallet. Relying on email alone means customers may miss your message among the flurry of offers.
  • Coordinate your email, SMS, and social channels to ensure maximum engagement

5. The Soothing Balm – Aesop

Black Friday is renowned for being a frenzied affair. With the sudden barrage of offers merchants fling at consumers, it’s easy for one huge discount to melt into the next. It can be hard to hear anybody when everyone is shouting the same thing.

That’s where cosmetics brand Aesop takes a different approach to their BFCM marketing campaign. Their Black Friday email is memorable precisely because of its understatement. There are no ‘rock-bottom’ prices or ‘one-off deals’ to be found here.

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Unique Black Friday Email

Instead, Aesop uses a calming color scheme and copy that appeals for calmness amid the hustle and bustle of the holiday season. The beautiful design allows their products to come to the fore and do most of the talking.

It’s a message in stark contrast to what we’ve come to expect of Black Friday. By tapping into the feeling of pressure, many of us feel at this time of year, Aesop has crafted an email that reads like a relaxing mental message. And that just so happens to be the same feeling they want you to have when using their products.

 

🔑Key Takeaways:

  • Dial-in your copy and design to appeal to your ideal customer
  • Huge discounts aren’t a requirement – Free shipping can be enough to entice customers to buy
  • Put your products center-stage in your email

6. The Good Cause – Everlane

Increasingly, there’s a growing trend of conscious consumerism growing around the world. More folks are opting to shop with companies that hold similar values to their own.

Everlane runs a unique Black Friday campaign each year known as the Black Friday Fund, in which they donate a portion of profits to a non-profit or charitable organization. Last year, the brand is planning to donate $300,000 to help fight the use of single-use plastics and marine pollution.

While this is an honorable thing to do in its own right, the research shows it’s also good for business.

For example, according to a study in the Journal of Consumer Research, consumers perceive products from socially conscious brands as being superior to those with average levels of social consciousness.

Consumers perceive products from socially conscious brands as being superior to those with average levels of social consciousness.

What’s more, supporting a cause your customers care about can boost brand loyalty, enhance your reputation, and indirectly drive more sales. So, if you haven’t already, think about how you can incorporate a charitable element into your Black Friday campaigns.

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🔑Key Takeaway:

  • Supporting a cause your audience cares about is good for the cause and good for business too.

7. The Anti-Deal – Cards Against Humanity

While we can’t promise you many sales, one way to get noticed is by taking inspiration from Cards Against Humanity’s Black Friday Email.

For the last few holidays, they’ve run crazy campaigns that showcase their disdain for excessive consumption. One year they sold actual bull shit in boxes, and last year they ran a hilarious 99% OFF parody deal site.

In this email form a few years back, instead of offering customers a discount, they gave their subscribers the opportunity to give them $5 in return for, well, nothing.

While you’re unlikely to break your sales records using such unconventional tactics, Cards Against Humanity gets buckets of free media coverage for their stunts. And while that’s probably not their intention, it is nonetheless useful for growth.

The key here is that Cards Against Humanity has created a campaign that’s bursting with brand appeal. Just like their product, their black Friday promotions are risqué and somewhat offensive.

🔑Key Takeaway:

  • Build a Black Friday email campaign that matches your brand’s personality. Your brand integrity is always more important than short-term profits on the day.

8. The ‘Don’t Miss Out’ – reMarkable

Black Friday is all about scarcity and urgency. Carnage-filled scenes in department stores across the country are a testament to that.

Tapping into these collective feelings of undersupply is a powerful tactic that reminds customers they need to act now. Once you’ve launched your initial email, it’s a good move to send an email similar to this one by digital notepad brand reMarkable:

How effective are these types of emails? Well, Experian found that emails conveying a sense of urgency had at least 14% higher open rates and 2X the transaction rates compared to standard promotional emails.

Experian found that emails conveying a sense of urgency had at least 14% higher open rates and 2x the transaction rates compared to regular promotional emails.

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reMarkable conveys urgency by using a countdown timer. Other approaches would be to show the customer how many items are left in stock or set-up an offer where there’s only a limited number of discounts to claim.

Of course, it goes without saying that scarcity works best when it’s genuine. If customers catch wind that you’re misleading them, you’ll do much more damage to your business than a few quick sales can cover. So always keep things above board.

 

🔑Key Takeaway:

  • Scarcity and urgency are two powerful cognitive biases that you can use to drive more sales on Black Friday and Cyber Monday.

9. The Extended Sale – Forever 21

In recent years, online retailers have been extending their BFCM campaigns beyond the traditional Friday to Monday limits. And with analysts predicting that consumers will have more disposable income to spend this year, it’s a tactic that could help you mop up a nice chunk of additional revenue.

But you can’t just go and say to customers, “I know we ended the sale yesterday, but here’s another!”. You’ll just end up like the boy who called wolf. Instead, you need to frame your offer in a way that provides a reason for why it’s happening.

Case in point: Forever21. The fashion retailer extended their 2019 sale by positioning it as an extra chance for VIP customers to pick up a special deal. This intelligent positioning totally changes the feel of the campaign from “They’re trying to get as much money as possible from me” to “Wow, a special offer just for me?”

Black Friday Email Idea

This type of email could be even more potent if it was personalized and showed the customer’s name along with some product recommendations.

If you don’t want to extend your campaign, you could simply try sending out abandoned cart emails that allow shoppers to pick up their order at the same BFCM price.

What Black Friday Emails Will You Send?

Black Friday is a brilliant opportunity to finish your year on a high. And at the heart of every Black Friday marketing strategy is a reliable email campaign.

Between designing your emails, crafting the copy, and everything else, building a great Black Friday email can be a little daunting. Hopefully, these Black Friday email examples have provided you with the inspiration you need to reach your most ambitious Q4 goals.

If you’re eager for more inspiration – check out some of the 30+ Black Friday Emails in our free swipe file now 👇

Article source : https://www.reconvert.io/blog/black-friday-email-examples/

 

Email Delivery 101: How to get your emails to land in your Inbox

Email Delivery 101: How to get your emails to land in your Inbox

By 2023, the number of email users worldwide is expected to grow to 4.3 billion, which is half the world’s population. Consumer brands spend hundreds of thousands of money on email marketing to capitalize on this trend. An email campaign can only be successful if your intended audience opens, reads and interacts with it. Most consumers won’t open any emails sent outside of their inboxes. This is why deliverability is so important.

This blog will cover:

  1. What does email deliveryability mean?
  2. Deliverability differs from email delivery in that it is more difficult to deliver.
  3. Factors that impact deliveryability
  4. Here are some best practices for sending emails to your users’ inboxes

What is deliverability?

Deliverability shows you how many emails are landing in the inbox of your users instead of their junk or spam folders.

“Spam is where emails die.”
-Sadikshya Pant, Senior Email Deliverability Consultant, MoEngage

Spam is a major problem in the world. Gmail found that half of the 293 billion email messages sent each day in 2019 were spam. 70% of these emails were spam, which is marketing content.102 billionEach year, marketing emails disappear into digital oblivion.

Some of your users won’t even know that a spam or trash folder exists. Most users don’t even check their spam folders. ISPs (Internet Service Providers), flag suspicious emails as such. These emails are then deactivated with their images and links.

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Do not confuse deliveryability with deliverability

Deliverability is different from email delivery. The number of emails the user has received is what defines delivery. Delivery measures the number of delivered emails that land in the inbox folder.

Consider an example of an email campaign that targeted 100 users. It was 98% delivered and 60% delivered. This means that 98 of 100 recipients received the emails. However, only 60 users received the email in their inbox folders. The 40 remaining recipients probably ignored or deleted the emails as they were in the wrong folder.

Delivery isn’t the same as deliverability

These numbers can be multiplied by a factor of several thousand, or more, to show the importance of delivery.

 

Factors that affect email delivery

Unfortunately, ISPs don’t share information about which folders emails land in, be it spam, junk, or any of the subfolders in a user’s inbox (Primary/Promotions/Updates). You can still deduce deliverability by looking at factors such as:

Domain/IP Reputation

Domain and IPReputationEmail engagement directly impacts because email service providers use domain/IP reputation to determine which folder to place an email. List management is a sure-fire way to improve domain reputation.

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List management tip:

To maintain good domain and IP reputations, it is important to regularly clean your email lists. Mailing frequency can be decreased or removed from disinterested users. Early detection of spam traps, hard bounces, and blacklists is important. Your email list should only be populated by users who would like to receive emails.

 

Performance Metrics and User Engagement

To decide whether to accept or deny emails from senders, ISPs use performance metrics such as opens, clicks, and spam complaint rates. This also helps them decide where to place the accepted emails (Spam/Promotions/Updates folders).

Positive user engagements include:

  • Clicking/opening an email
  • You can read an email carefully or open it multiple times.
  • Replying to, forwarding, and marking an email
  • Add the sender to your address book or bookmark them
  • Move emails to the primary folder

Negative user engagements include:

  • Reporting spam emails to be marked or reported
  • You can delete or ignore emails without interfacing
  • Blocking or snooping the sender

Negative engagements can impact deliveryability and can take a long time to recover. Marketers can change their strategies to reduce negative engagements and increase positive ones.

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Here are some best practices for sending emails to your users’ inboxes

While each ISP has its own policies regarding acceptable email practices and guidelines, many share some common principles that can be used to improve inbox placement.

1. Sender Authentication

Multiple authentication protocols are used by all ISPs to ensure that the sender is authentic. Spammers are a concern for ISPs, so failure to perform basic authentications may result in the email being rejected, blocked or flagged as spam. Failure to authenticate senders can result in both delivery and deliverability being affected.

2. 2.

It is crucial to maintain a clean email list

Use organic methods to collect users. Never purchase an email list. The majority of users on purchased email lists are invalid. Others might report your email spam or unsubscribe. This can affect domain reputation and deliverability data.

There are several clean ways to build user lists organically:

  • Referral programs and promotions can be used to incentivize sign-ups.
  • Third-party apps and websites can be used to promote your brand and build trust.
  • Establish loyalty programs and memberships.
  • Use your products and services to collect email addresses

Clear acquisition methods establish reasonable expectations for customers regarding their experience. They also give them the option to withdraw if they aren’t satisfied with the content.

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3. 3.

All countries have independent mailing laws that protect their users’ rights to privacy and quality of experience. Avoid costly lawsuits by complying with the law and keeping current with any new or revised laws that apply to your location.

4. Segmentation and the Optimal Send Frequency

Think back to the last time that you unsubscribed from promotional emails. You probably unsubscribed because you received too many emails or product suggestions that were not relevant to your purchase.

It is irritating to send too many emails to people, and it doesn’t help build brand recognition. It is important to determine the best frequency to send emails to your customer. This means that the customer will want to receive the most number of emails without any adverse reactions. This is an iterative process that will not work for every customer.

Find the optimal send frequency for each user segment

This neatly brings up the topic of segmentation, i.e., the categorization of users based on overlapping criteria. Users love preferential treatment–a ‘one-size-fits-all’ package doesn’t work. It is important to segment your customers based on previous purchases, relevant events, location, and frequency of site visits.

MoEngage allows you to categorize emails based on user behavior and adjust your mailing frequency accordingly. By engaging users with relevant content at the right moment, you can create a personal experience that exceeds their expectations and encourages investment in your brand.

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Here are some ways to segment users.

  • You can run trigger campaigns based on events and target customers based upon products viewed, bought, added to cart or other factors.
  • Post-purchase engagement campaigns can be created, such as product reviews requests within a few days of delivery. Followed by personalized email recommendations about bundled products or custom codes for future purchase.
  • After registering, collect personal information and use it to personalize your communications.

5. For Better Delivery

Marketers’ worst nightmare is spamming their email lists, which can lead to poor domain reputations and a loss of resources. Sunsetting is a strategy to keep user lists clean and remove inactive or stale users. Inactive email addresses are turned into spam traps by ISPs, which trap spammers and cause list quality to decline. This can further impact performance metrics and deliverability data.

Reactivation campaigns can be used to bring back inactive users by adjusting the frequency or content of emails, or using different channels. However, lost causes must be quickly acknowledged and addressed accordingly.

6. 6. Automated removal of bad actors

Sunsetting is about retiring users based upon their activity. However, there are some users (a.k.a. Bad actors (hard bouncers and unsubscribers) should be removed immediately. This will stop any future actions that could affect your reputation.

It is essential that your users have an easy exit route. If they wish to unsubscribe, make your button prominent.

7. Personalization

True to the modern consumer mindset, people love tailored content suited to their needs. Unique content leads to higher open rates, clicks and replies as well as forwards and conversions.

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Capture your user’s attention with personalized emails

Here are some basic methods to help you personalize your emails:

  • A compelling subject line, but not misleading: A compelling subject line that is deceiving or irrelevant to the content of the email’s contents will make users reach for the unsubscribe buttons faster than anything else.
  • Clear and consistent informationEnsure that your sender’s name and email address reflect your brand’s identity. It is important to clearly state vital information such as the terms and conditions or privacy policies.
  • Direct call to actionCustomers can be pushed to take desired actions, such as reading the newsletter or using a limited-time offer. This is done by using clear calls-to-actions, a simplified design, and insisting on clear instructions.
  • Compatibility between platforms and devicesYou risk irritating users by not ensuring that your emails work across all devices and platforms.
  • Brand conformityTo build upon the customer’s subconscious, maintain your brand aesthetic in all subsequent emails. To establish the brand’s physical presence, add contact information.

8. Understanding spam filters

Every ISP has a content scanner which scans email for spam-like characteristics, and filters them. These are the rules that will ensure your email isn’t classified as spam.

  • Don’t create image-heavy emailsGood text-to-image ratios of 40:60 are acceptable.
  • Standardize the template sizesStandard HTML email templates are 600 pixels wide for desktops and 320 pixels vertically for mobile devices. Horizontal views for mobile devices can be viewed at 480 pixels.
  • Keep it simpleMessages should not exceed 102kB. Gmail will hide any content behind a link that says “View the entire message”.
  • Use alt tagsAlt tags should be used for images to display text in the event that images do not render.
  • Avoid spammy subject linesSpam filters can be activated by special characters ($$$), or tokens “spam keywords” (F R EE) that are not scams.Here are some spam keywords you should avoid.
  • Reputable image hosting services are recommendedCloudflare or Amazon AWS for faster loading times and better security.
  • Your HTML code should be simple and clearWithout hidden images or URLs

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9. Google Annotations

Gmail and other ISPs that analyze user interactions in real time can sort marketing emails into the Promotions tab of their inbox. Google Annotations can be used to highlight emails and increase user interaction.

10. Monitor Ongoing Sends

Look beyond vanity metrics to get the full picture

To ensure that all marketing strategies work together, create a system. These trends and metrics should be monitored:

  • Volume trendsVolume trends are usually gradual. Abnormal activity is characterized by sudden spikes in email volume or frequency. They can affect user interaction if they are not addressed.
  • Performance metricsDeliverability is negatively affected by unusual trends in hard bounces and opens, clicks or spam complaints, spam traps, unsubscribes, blacklists and spam traps.
  • Reputation dataObserve your inbox placement data using third-party apps like eDataSource, ReturnPath or 250ok. If you notice any anomalies, immediately correct them.

 

Conclusion

It is difficult and not always easy to achieve successful email delivery. It’s essential to invest in a good email deliverability consultancy that can tell you what’s working and what’s not–and how to improve deliverability with actionable insights.

At MoEngage, we offer deliverability consultancy services which include setting up proper authentications, email strategy discussions, assistance with inbox placement/bulking issues, troubleshooting blogs and blacklisting issues, content analysis, and reviewing industry best practices. To establish brand authenticity, we can help you implement new features such as BIMI and Google Annotations.

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