The countdown to Black Friday and Cyber Monday (BFCM) is on, and we all know what that means: inboxes flooded with offers, deals that seem too good to be true, and the thrill of scoring the perfect bargain.

For shoppers, it’s a wave of excitement. But for businesses? It’s a race against time to stand out in the crowd.

If you're looking to win big this year, sending generic, template-based emails won't cut it.

To truly capitalize on the shopping event of the year, you need something more: a game plan that turns casual browsers into loyal buyers.

And what’s the secret weapon? A Black Friday email marketing strategy that hits all the right notes. In 2024, email is still one of the most powerful tools in your marketing toolkit, and when done right, it can make your BFCM campaign the talk of the town.

So, ready to craft an email marketing plan that’s not just good but unstoppable? Let’s learn about the step-by-step blueprint and get your strategy ready to roll for BFCM marketing 2024!

‍

Black Friday Email Marketing: Step-by-Step Guide

Step 1: Set Clear, Measurable Goals

Setting clear, measurable goals is key to making your plan work.

Before you hit send on any email, you need to figure out the specific KPIs to improve. Are you aiming to increase revenue attributed to platforms like Klaviyo? Boost your click-through rates, improve deliverability, or enhance customer retention? Defining these goals early will guide your strategy and help you measure success effectively.

Look back at last year’s Black Friday email marketing examples to see what worked and what didn’t. Did you crush it with certain promotions? Or maybe there were areas where you could've done better? Use those insights to shape your 2024 plan and set some benchmarks.

Once you’ve narrowed down your goals, break them into manageable tasks. If you want that X% boost in sales, decide how many emails you’ll send, who you’re going to target, and what kind of content will get people to click "place order"

Having solid goals will also keep you on track as BFCM moves fast. With the right objectives, you can adjust quickly to stay on course. Tracking past and real-time KPIs helps you make data-driven decisions and refine your strategy.
‍

Step 2: Fine-Tune Your Audience Targeting

If you want your email campaigns to really hit home, the first thing you need to do is get to know your audience. Not everyone wants the same thing, right? That's why segmentation is key.

Start by creating a new audience specifically for customers who want Black Friday exclusive updates. This can be easily done with a website popup where both new and existing customers can sign up for all BFCM updates. These updates might include early access, re-sends, sale extensions, and VIP offers.

Beyond that, advanced segmentation comes into play. You can group your subscribers based on properties like their previous purchases, browsing habits, or location. For more smart strategies, predictive analytics and AI can help you identify high-value customers and those likely to make future purchases.

Additionally, segmenting by engagement, gender, or even custom properties or tags ensures your emails are relevant and personalized.

In 2024, people expect brands to “get” them. No one likes feeling like just another name on a list. By personalizing your strategy, you show that you're paying attention to your customers. Whether it's offering VIP discounts to loyal customers or giving them early access, when your campaign feels more personal, you're far more likely to see higher open rates and clicks.

The better you know your audience, the stronger your BFCM marketing email strategy will be!

‍
‍

Step 3: Implement Behavior-Based Email Flows

Automation is like your secret weapon in email marketing, especially when you tailor it to your customer’s behavior.

Setting up automated email flows allows you to send the right message at the right time in the customer’s journey. For BFCM 2024, it's essential to have your basic flows in place, but also think about creating BFCM-specific flows.

For example, customers who made a purchase during the lead-up to BFCM can receive a reminder in their post-purchase emails, highlighting other deals or exclusive offers.

Additionally, you can update your abandoned cart and browse abandonment flows with targeted BFCM promotions, making them more timely and relevant for the Black Friday Cyber Monday season.

These behavior-based emails, like abandoned cart reminders, help motivate customers to come back and complete their purchases.

The great thing about behavior-based emails is that they do the work for you. Once you’ve set them up, they run in the background, helping you increase conversions and overall revenue. This kind of automation keeps your brand in their minds and encourages them to follow through with their purchase, even if they aren’t ready to buy right away.

Don’t forget the personal touch! Use product recommendations based on their past shopping habits or throw in a discount to make the deal even sweeter.

Automating this part of your BFCM Klaviyo email strategy helps you get more sales with less hands-on work.
‍

Step 4: Build an Engaging On-Site Experience

While holiday email marketing is essential, it’s just one piece of the puzzle. Your website is where the real action happens, helping you turn those clicks into sales.

When customers land on your site after opening an email, they should have a smooth and engaging experience. If your site is slow or hard to navigate even the best email won’t save the sale.

Start by ensuring your site is mobile-optimized. With a large percentage of shoppers using smartphones to browse and purchase, a mobile-friendly user interface is non-negotiable.

Check your site’s load times, simplify the navigation, and make sure the checkout process is quick and painless.

The best approach would be to create BFCM-specific landing pages or holiday bundle pages that align with your email campaigns.

For example, if you have planned an email campaign promoting Black Friday discounted bundles, make sure you have a landing page set up beforehand, where your email subscribers can easily browse through bundles. This helps subscribers find exactly what they're looking for, increasing the chances of conversions.

Additionally, to reinforce urgency in your emails, consider adding elements like countdown timers, low-stock alerts, or FOMO pop-ups (e.g., "X just purchased Product A" or "X visitors active on the site right now"). These create a sense of scarcity and encourage customers to act quickly.

The goal is to provide a frictionless experience that moves customers through the buying journey as smoothly as possible.
‍

Step 5: Plan and Create Your BFCM Email Campaigns

Now that your email flows are ready and your website is set up, it’s time to focus on your BFCM email campaigns. This is a great opportunity to engage your audience and boost sales. Here’s how to do it effectively:

1. Decide Your Offer‍
First, think about what kind of deals you want to offer. Here are some ideas:

1. The standard X% off sitewide
2. Buy one, get one (BOGO) offers or buy one, get another at X% off
3. Flash sales/daily deals

2. Plan Your Email Frequency
‍Next, decide how many emails you want to send. A good schedule could look like this:

• Teaser Emails: Start with 2 to 4 emails leading up to BFCM to build excitement. Share sneak peeks of your offers.
• Sale Announcement Emails: Send emails when each sale starts. Make sure everyone knows what’s available!
• Reminder Emails: As BFCM progresses, remind customers about ongoing deals, especially for flash sales.

Having a mix of these emails helps maintain interest throughout the event.

3. Finalize Your Content and Design
‍Once you have your offers and schedule, it’s time to create engaging emails.

Use bright visuals that grab attention and match your brand. Make sure your messaging is clear and persuasive. Focus on what makes your offers special and create urgency.

We'd recommend hiring an email marketing expert for this!

4. Ensure Consistency Across Channels
‍Make sure your email content and design match your social media and website visuals. Consistent messaging reinforces your brand identity and makes your offers more memorable.

5. Plan Post-BFCM Follow-Up Emails
‍After BFCM, follow up with your customers with thank you emails to show appreciation. You can also ask them for feedback to show that you care about them, and encourage repeat purchases through loyalty program and referral discounts.
‍

Step 6: Track Campaign Performance and Optimize

Once your BFCM campaign is up and running, the real hustle begins. The work doesn’t stop at pressing "schedule."  Now, it’s all about tracking, tweaking, and perfecting as you go.

You’ll want to keep a close eye on key metrics like open rates, click-through rates, and conversions to see how your emails are landing.

If something’s not working as expected, don’t worry - just adjust. Use data from past campaigns and AI tools to optimize your emails. It’s quick, reliable, and perfect for the fast-paced BFCM season when there's no time for experimenting or analyzing on the fly.

Instead of experimenting during BFCM, use subject lines that have previously driven high open rates. Stick to design and content styles with strong click-through rates, and keep your CTAs short, sweet, and focused on maximizing placed orders.

Real-time optimization means you can shift gears quickly, making sure you’re getting the most out of every email during this hectic shopping period.

The optimization process doesn’t stop here; you must also analyze your website analytics.

If you notice a lot of visitors leaving your site quickly or not completing their purchases, it could be a sign there’s something off with your landing pages or checkout flow.

By tracking everything and being flexible with adjustments, you’ll ensure your BFCM campaign stays sharp and effective. The more you refine, the better your chances of closing those sales!

‍

Black Friday Email Campaigns Best Practices

Here are some tips to help your campaigns shine during this busy shopping season:
‍

1. Don't Overwhelm Your Subscribers with Too Many Emails

You have to make sure that you don’t overwhelm your subscribers, but you also want to stay on their radar. Mix it up by sending a variety of emails.

Consider segmenting your audience into groups, like general sale purchasers, BFCM signups, VIP customers, and those you want to win back. If you send multiple emails, try targeting non-openers with new subject lines or different send times.

For example, if someone opened your first email but didn’t click, follow up with a second email that has fresh content to encourage them to take action. Use promotional messages, reminders, and “last chance” alerts to engage your audience without being too pushy.
‍

2. Keep Your Subject Lines Short and Focused

Your subject line is your first impression, so ensure that it leaves an impression! With so many offers flying around, yours needs to grab attention.

Keep it short and focused on sales. A/B testing before Black Friday can help you understand what resonates with your audience, allowing you to apply those insights to your campaigns when it matters most.
‍‍

3. Create Urgency in Your Emails

Black Friday is all about limited-time offers. Use countdown timers, stock notifications like “almost gone,” or early-bird access to create a sense of urgency.

This strategy can encourage customers to act quickly. Plus, consider running win-back campaigns with special BFCM offers to re-engage past customers. When people feel the pressure to avail a deal before it disappears, they’re more likely to complete their purchases.
‍

4. Add Visual Appeal to Your Emails

Make your emails visually engaging. Use bold images and eye-catching designs that fit your Black Friday theme.

Don’t forget about your calls to action (CTAs). They should be clear and easy to find. Whether you’re offering a discount, free shipping, or a special bundle, make sure your audience can spot it right away.

‍

Frequently Asked Questions about BFCM Email Marketing

1. How can I grow my email list before BFCM?

Consider using social media promotions, exclusive content, or contests to attract new subscribers. To grow your email list before Black Friday and Cyber Monday (BFCM), try these tips:

• Run Social Media Promotions: Use your social media to offer special discounts or contests that require people to sign up for your email list.
• Add Sign-Up Popups: To capture visitor interest, add sign-up popups to your website at least 45 days before BFCM.
• Use Cross-Channel Marketing: Include sign-up options in paid posts, social media link trees, checkout pages, and other areas to reach more potential subscribers.
  ‍

2. What are some effective subject line strategies?

Use urgency and personalization to drive sales. Make sure you are direct with the offer. Prioritize clear messaging like "The biggest sale of the year" and preview lines such as "Free Shipping + up to 50% Off on all orders."
‍

3. How do I maintain brand consistency in my emails?

Use consistent colors, fonts, and tones that align with your brand. Avoid the typical black/red combo if it clashes, go for darker shades of your brand’s palette and highlight your logo and unique tone to stand out.

‍

Wrapping It Up

Getting your BFCM email game on point might feel like a lot, but with the right plan, it’s totally doable. It’s all about knowing your audience, having clear goals, and staying on top of things as you go.

The more conversions focused and targeted your emails, the better the results. And let’s be real: who doesn’t love seeing those sales roll in?

If you’re looking to level up your strategy without all the stress, get in touch with DIGITORM. In 2023, we helped a client earn over $80,000 in revenue from email marketing during the BFCM season, and we're confident we can do the same for you! 

Book a call with our email marketing experts today to get started.