Black Friday is on everyone’s mind right now! The official day is only a few short weeks away now. What do you have planned? 

By now, you likely have your email strategy, sale and special offers at the ready. Have you spent much time thinking about your sending strategy yet?

Contrary to what you may think, planning your sending strategy is critical and definitely not a night before or ‘day off’ objective. It all begins with your segmentation, and fortunately, in this blog, we’re deep-diving into the email segments you need to ace this year’s sales. 

VIP & High Value Customers

Your VIPs have proven to you that they love your brand. They come back time and time again and have invested a large amount into your business.

If your sale is loud and clear, they’re likely to purchase during the Black Friday festivities, and they’re often willing to spend in high volumes. We always recommend paying them back with an extra special treat during this time of year.

Segment these customers and send them either a slightly larger discount or even just early access to your sale, so they have the opportunity to shop before the crowds and before things start to sell out.

This allows you to show them how much you value them while also putting your brand front of mind for them amongst the sea of emails they will soon receive. 

Abandoned Cart & Browse Abandonment

After you send out your Black Friday emails to the rest of your database, you will have a large portion of visitors to your website. We wish we could say that each of these customers will purchase. But, that’s not always the case.

While some customers genuinely just won’t be interested, however, some will lose focus, need more time to think or may even get distracted. This means that you have the opportunity to retarget them to secure their purchase. 

While they will be going through these flows, you might want to hit them with an additional campaign specifically for these people, just before your sale ends as a last chance notice. These people have shown higher interest than others, and just need an extra nudge to place their order.

Sell them the benefits and truly show them how much value they may miss, with time urgency.

Segment By Engagement Levels

There is no such thing as a perfect database. For example, even if you have a large portion of customers who respond to your emails and potentially purchase immediately, you will still have a smaller portion that do not. Segmenting based on engagement levels during Black Friday can help you design emails suited for each type of engagement. 

For highly engaged subscribers, your standard Black Friday emails are likely to be effective. However, for lower-engaged subscribers, or even those who are inactive, you may need to try a little harder.

For example, you may want to use subject lines such as ‘We saved this deal for you.” In these instances, simpler emails, even plain text styled, work better as they’re more cut-throat and typically limit unsubscribes. 

Ace Black Friday With Email By Design 

The above are just the tip of the iceberg when it comes to email segmentation strategies for Black Friday. Seeking support in making this the best promotional period yet? Book a free chat with us to get started.