With Black Friday approaching faster than we can keep up, we want this to be your most successful sales launch yet. One thing we find is that most businesses focus on launching an incredible campaign strategy, but in their desperation to push out as many emails as possible, they quickly neglect their flows.
With so much on your plate already, is changing your flows for the sale period really that critical? We have broken it all down below.
Why Sales Versions Matter
Your customers will not open, click or respond to every email normally, and during Black Friday it is even harder to win attention as hundreds of brands compete for inbox space. Regular campaigns may produce great results, but they will not wring out all the potential revenue on their own.
Somewhere along the way, a customer adds a product to their cart or browses one and forgets to finalise the order. You likely have an abandonment flow set up to re-engage them. But if it is not branded with the correct Black Friday language or offer, those customers may not realise the benefit of finishing sooner rather than later. You know your message and just how good your offer is. Your customers forget easily, especially with so many offers at once. Reminding them at every opportunity gives them the chance to convert quicker.
Do You Have to Recreate Them?
You have worked hard on these flows, and if they are performing well, you are probably hesitant to change them. The good news? You do not need to reinvent the wheel. We recommend cloning your current abandonment emails and making a few small changes to bring your time-sensitive offer to their attention.
The no-reinvention approach
Our favourite changes to make include:
You may also change product feeds and images, but the four small shifts above are enough to reproduce your content quickly without hours of email labour.
From a copywriting angle
Which Flows Should You Change?
Abandonment flows are the most critical to change for a Black Friday campaign. Customers get close to purchasing but, for some reason, do not complete the transaction, maybe distracted, maybe they forgot where they were. Rebranding these creates the biggest opportunity for additional conversions, keeping customers who were close to converting aware of their savings right through to purchase.
You might like to tweak your welcome series so customers who sign up during the promo are reminded of your offer.
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