Whether you are ending your Black Friday promo after Cyber Monday or running on a slightly different timeline, one thing holds for all brands: a great end-of-sale campaign can make all the difference to your revenue. But does your end-of-promo email need to be your biggest, boldest yet?
That is one option. But after running many successful Black Friday promotions, we find the most effective final emails are often the simplest: a message from the founder, telling people they have one more chance to shop before it all ends. So why can such a simple email work so well? Here is how.
What Is This Final Plain Text Email?
You may have sent a few plain emails through your Black Friday period already. While you can send a blanket plain text to your entire engaged database, to make this final email more effective, we recommend acting on intent instead: emailing those who have shown interest but, for whatever reason, have not placed a final order.
I didn't want you to miss out. Our Black Friday sale is wrapping up soon, but there is still one final chance to grab 20% off before it ends. I had a feeling our range might be exactly what you are looking for.
Shop the collection here
Anna
Plain, personal, and straight from the founder's inbox.
The email should come personally from your founder, telling customers the sale is wrapping up but there is still one final chance to shop. Language that explains why you are reaching out, that you did not want them to miss out, or that you think the range is exactly what they are looking for, can drive intent.
When Should You Send It?
Many brands make the mistake of sending their final-chance email on the last day. For a flash sale, that can work. For Black Friday, when customers are bombarded, it can easily be missed. Timing depends on the length of your sale.
What Should You Include?
This email should be plain and straight to the point. Make it feel like your founder genuinely opened their inbox and thought to reach out to those who have not yet purchased.
The plain-text essentials
Can You Send This to Everyone?
The benefit of plain text is that it feels personalised and direct. Break that illusion with a blanket, generic send and it can backfire. Instead, segment around purchase intent, and alter the content to where each customer sits in their journey.
Rewarding customers who made it close to purchase, like those who abandoned checkout, with an additional discount or offer can push them over the line. If the first email works, consider a version for those who opened but did not click, just remember to change the content to match where they are.
Ready when you are
Need help with your plain text strategy?
Plain text emails look easy, but done wrong they fall flat, especially over Black Friday. Learn how to ace yours in a one-on-one planning session with us.
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