Black Friday weapon - EDM helps you achieve new peaks in conversion!
If you want to say that the independent website has the strongest promotional atmosphere throughout the year, it must be the Black Friday shopping carnival in November. According to Google’s official eMarketer Holiday Forecast, this year’s Black Friday online shopping sales are expected to reach $41 billion.
As independent sites continue to grow during the Black Friday shopping festival, how to effectively promote conversions has become a crucial issue. In this highly competitive market environment, email marketing has become a powerful tool that can help you connect with potential customers and increase sales and customer loyalty.
Email marketing is a powerful tool during Black Friday
Data from research institutions show that the average consumption of customers who received promotional emails increased by 183% compared to those who did not receive emails. During Black Friday and other holiday sales, email marketing offers higher returns and growth opportunities.
It is not easy to stand out among hundreds of millions of emails. How to stand out in the highly competitive Black Friday customer flow through email marketing and obtain high customer flow and high conversion rate is an urgent concern for cross-border sellers.
Remember, Black Friday marketing starts long before Friday. Therefore, in November, we need to grasp the rhythm of each stage and formulate an email marketing strategy reasonably. This article will introduce the three stages of email marketing: warm-up period, burst period and Last Call.
Warm-up period: inform the event time and content in advance
As the competition among independent sites becomes increasingly fierce, the Black Friday event time is also constantly being advanced. It can be seen from Google Trends that the popularity of Black Friday began to rise around October 20 and reached a small peak at the end of October.
As Black Friday becomes more popular, related marketing strategies also need to be adjusted accordingly. Starting from the end of October to mid-November, during this period you can take advantage of customers’ unwillingness to wait for Black Friday, want to enjoy discounts in advance, or enjoy exclusive discounts for members or email subscribers, and carry out targeted push notifications.
For example, Mark and his team stimulate users by releasing event information in advance.
At this stage, since there is no need to push frequently and it is enough to maintain appropriate contact with customers, sending an email every two or three days is a more reasonable frequency.
In addition, during this period, you can increase the subscription discount appropriately to attract more traffic to subscribe to your emails, and tell them "Subscribe now to receive super discount offers during Black Friday", which can expand the traffic pool and increase the sales volume during Black Friday. Harvest during the Black Friday outbreak.
Outbreak period: Reasonably plan the frequency of email marketing to “bomb”
Starting at midnight on Black Friday, the marketing war will completely break out. At this time, it is strongly recommended to send an email to your customers immediately when the Black Friday discount takes effect (usually at 0:00 on the 25th). The opening copy of the email can also be more concise and clear, such as "Black Friday starts + discount points".
Pay attention to placing shopping links, product recommendations and special offers in the email to highlight the product's unique selling points and discounts. At this stage, the frequency of email push can be increased appropriately, sending one email every day or every few hours to ensure that customers can get the latest discount information in a timely manner.
Additionally, you can consider strategies that utilize personalized recommendations and segmented marketing. Based on the user's purchase history, interests and preferences, etc., send them personalized recommended products to increase conversion rate and purchase intention.
Last Call: Last chance to enhance the sense of urgency
The Black Friday shopping carnival is coming to an end, but there are still many consumers waiting to see and wait for the last discount opportunity. At this stage, you can send emails with themes such as "Last chance" and "Ending soon" to emphasize the urgency that product stock is limited and discounts are about to end.
At this time, you can increase the discount again, or even provide additional discounts or gifts to attract consumers who are still hesitant to place an order.
In addition to email marketing, you can also combine other marketing channels, such as social media, search engine advertising, etc., to jointly promote the improvement of Black Friday sales performance.
Email marketing is an important tool to increase conversion rates during Black Friday. During the warm-up period, attract customers' attention by informing the event time and content in advance; during the outbreak period, reasonably plan the frequency of emails to highlight the unique selling points and discounts of the product; during the Last Call stage, strengthen the sense of urgency and provide the last opportunity for discounts. With a sound email marketing strategy, you can achieve new peaks in conversions during the Black Friday shopping carnival!
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