Black Friday is on everyone's mind right now, and the official day is only a few short weeks away. What do you have planned? By now, you likely have your email strategy, sale and special offers at the ready. But have you spent much time thinking about how to segment your email list for maximum impact?
Dividing your audience properly means each customer sees the most relevant offer, which lifts engagement and conversions. Contrary to what you might think, planning your sending strategy is critical, and it's definitely not a night-before or day-off job. It all begins with segmentation, and in this blog we're deep-diving into the segments you need to ace this year's sales.
VIP and high-value customers
Your VIPs have proven they love your brand. They come back time and again and have invested a lot into your business. If your sale is loud and clear, they're likely to buy during the Black Friday festivities, and often in high volumes. We always recommend paying them back with something extra special at this time of year.
Reward them first
Segment these customers and send either a slightly larger discount or early access to your sale, so they can shop before the crowds and before things sell out. It shows how much you value them, and puts your brand front of mind amongst the sea of emails they're about to receive.
A bigger reward or an early-access window, framed as a thank-you for their loyalty.
Abandoned cart and browse abandonment
After your Black Friday emails go out to the rest of your database, you'll have a large wave of visitors to your site. We wish we could say every one of them buys, but that isn't the case. Some genuinely won't be interested, while others lose focus, need more time, or simply get distracted. That's your chance to retarget and secure the purchase.
Give them a last-chance nudge
While they move through your flows, hit them with an additional campaign just before your sale ends, a last-chance notice. These people have shown more interest than most and just need a small push to place the order.
Sell the benefits and show exactly what value they'll miss, with clear time urgency.
Segment by engagement levels
There's no such thing as a perfect database. Even with a large portion of customers who open, click and buy quickly, you'll still have a smaller portion who don't. Segmenting by engagement during Black Friday lets you design emails suited to each type.
For highly engaged subscribers, your standard Black Friday emails will likely do the job. For lower-engaged or inactive subscribers, you may need to try a little harder:
These three are just the tip of the iceberg when it comes to Black Friday segmentation. The more precisely you divide your list, the more relevant every send becomes.
The right offer to the right segment beats the biggest discount to everyone.
Let's make this your best promotional period yet.
The segments above are just the start. Want support making this your strongest Black Friday yet? Book a free chat and we'll help you get the strategy right.
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