With Black Friday just around the corner, you are likely in the process of finalising your sales campaigns and when they will run. If you are one of the many brands this year that will be running the Black Friday Sales all month long, you must focus on keeping your content as exciting and engaging as possible. After all, as much as customers love a good discount, even the most sale-savvy customers don’t only want to receive repetitive emails calling them to ‘Hurry, shop now.’
So, how do you keep your customers engaged with your brand during the Black Friday festivities, all while trying to earn a sale off of them? Here’s what we recommend:
Do an email product feature
As a brand, you likely have a hero product many customers love. Or, you may have a product selling HOT over the beginning of the Black Friday festivities. Making time to talk about it and introduce your customers to it can stimulate their interests without succumbing to a hard sell. You can feature the benefits of the product, some customer testimonials or even some GIFs/photos of it in use.
Keeping the touch point light here, you can finish the feature with something like, “As a reminder, it’s also on sale now.” While still talking discounts, it’s a much gentler sales tactic that is sure to keep customers engaged and intrigued.
Ask questions in your emails
All through Black Friday, customers will be receiving emails telling them to ‘jump online,’ ‘score the best deals now,’ and ‘get in before anyone else does.’ But, hardly any brands will be asking things of their customers. Taking the time to ask questions, even if they’re Black Friday related, can help keep your customers engaged and stand out from what other brands are doing. The questions don’t need to be deep and insightful either, such as, “What is the meaning of life?” You can ask something simple, such as, “Which product is on your Christmas wish list?”
Carefully wording your questions might also give you the market research you need to improve your sales and campaigns down the track.
Send an email from the CEO
Customers are likely to receive hundreds, if not thousands of emails over the month of Black Friday. It’s no surprise that during this time, they may become desensitised to sales, discounts and offers, especially those that carry the same generic tone and messaging as all the rest. If you still want to push your discounts, but you’re gunning to stand out, sometimes it’s as simple as changing who your email is from.
Slipping into first person and writing an email from the owner about how much you appreciate your customers’ support, are thankful for another great year and are excited to announce some epic sales, may still carry the same underlying theme as other Black Friday emails. However, personalisation can help customers feel all the more connected to your brand, which can be the point of difference between landing those extra sales or not.
Let the Email By Design team assist you
Black Friday is a crazy time of year where a lot of your efforts need to go into marketing. If you need support during this period, our email team is always here to help maximise your success. Book a free 15-minute consultation today to find out more.