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How to get the most out of your Black Friday email marketing campaign

Undoubtedly, most people are knowledgeable that Black Friday shopping weekend is the time of the year when sales are highest. And for you to make maximum sales from your store during this period, you have to implement the best email marketing tactics. This year (2019), Black Friday and Cyber Monday will fall on 29 November and 02 December respectively. As such, it is imperative for you to have your email marketing campaigns in order before then.

Do you wonder why email marketing campaigns are important during Black Friday and Cyber Monday? Well, here is why. According to reports by the National Retail Foundation, the number of shoppers during the Black Friday shopping weekend has continued to increase every year, and 2019 is expected to be no different. The report indicates that in 2015, 151 million people shopped over Black Friday weekend while 122 million shopped on Cyber Monday. This shows that there were at least 273 million shoppers between Thanksgiving Thursday and Cyber Monday.

In 2016, the number of shoppers over Black Friday rose to 154 million – a difference of 3 million shoppers from the previous year. According to a report by Adobe Digital Insights, sales on Black Friday between the two years increased by 21.6 percent while sales over Cyber Monday increased by 12.1 percent between 2015 and 2016 respectively.

6 Tips to get the most out of Black Friday email marketing

1.      Email Validation

If you want to convert your email marketing strategy into profitable sales over the Black Friday weekend, you could start with email validation. So, what exactly does it entail? It involves checking whether an email address is valid or whether it exists. Email validation ensures that the people you intend to send the marketing email to will receive it.

You, however, need a Bulk Email checker tool to validate the email addresses. One of the most effective tools that you could use in your campaign is QuickEmailVerification. The Bulk Email checker tool verifies email addresses without having to send the emails. Interestingly, the tool has no upfront fees and it delivers accurate results.

2.      Build your email list

Another proven strategy that could help you boost your conversion rate is building up an email list. If you run an online store, you probably know that most people shop from Black Friday up to Cyber Monday. Intriguingly, the number of shoppers is expected to increase this year. And that’s why it’s critical for you to build an email list. You could easily do this through different strategies such as using popups and using an email-marketing provider among others.

But wait, there is more. Customers who bought from you the previous holiday will most likely return, which makes having an email list essential for your marketing campaign. To improve your subscriber list, you need to ensure that your signup forms indicate the Black Friday weekend offers. Additionally, you can include the special deals that your store will offer subscribers during the holiday.

3.      Optimize for mobile

Another technique that will work magic for your Black Friday email marketing campaigns is optimizing for mobile devices. Making your emails mobile friendly is essential since we live in a digital age where the number of mobile phone owners is in billions. Moreover, a significant percentage of emails are opened through mobile phones.

Adobe Digital Index indicated that mobile devices brought 53 percent of shopping visits on Black Friday, which amounted to $583 million in sales that day. A proactive marketer, therefore, will use mobile friendly platforms to capture prospects who open their emails using a mobile phone.

The study also reveals that your click-through rate is bound to increase when target customers open your email using their phones, and this could improve your store’s visibility online. Besides making your emails mobile friendly, ensure that the templates you use make your email visible and attractive on different screen sizes.

4.      Begin your sales early

If you are looking to grow your sales during this year’s Black Friday and Cyber Monday weekend, you need to start promoting your sales before November comes. This is a viable tactic that could place your store ahead of the competition. Among the many reasons of kicking off the promotion of your sales and offers as early as October is because a significant percent of shoppers starts researching and shopping for products then.

Furthermore, you need to know that yours will not be the only online store that will be sending Black Friday weekend messages when the holiday nears. When numerous stores send an email to a potential client, chances are that the recipient won’t open some emails. As you send the emails, therefore, you need to be strategic on how you go about it. The first emails should attract the subscribers by warming up to their hearts. After the holiday season kicks in, however, you’ll need to come up with and send heavily promotional emails.

5.      Provide incentives to your loyal customers

If there is a tactic that every digital marketer should know and practice is giving incentives to your current customers. Customers feel better and engage with a brand more when they feel appreciated. An effective way of achieving that is by offering them incentives. After all, loyal customers are a critical aspect of your firm’s growth. Besides helping you increase your Black Friday sales, offering incentives is also an effective strategy of expanding your business in the future.

Some of the incentives that your customers appreciate include free shipping and discounts. These are offers that a new visitor cannot get. You can also give your loyal customers a free gift after they order goods that have reached a certain amount. The incentives will keep them coming back to your business, and they will bring more customers with them.

6.      Segment your potential customers

For a marketing strategy to be successful, it is imperative for the marketers or store owners to understand its potential clients. You need to know that your marketing strategy will work best when you tailor it to a specific audience. What does this mean? Before you send out your emails or even hire a newsletter writer, you have to check the location, demographics, and interests (through previous purchases) of your potential clients.  Failure to do that will affect the success of your campaign. For example, you cannot market a scooter to people 50+ years old. Such an email would be best suited to a teen.

It is critical to ensure that your emails pass specific information to the appropriate audience. Fortunately, there are online tools that you can use to segment your market appropriately. Targeting the right audience will definitely help you to boost your store sales over the Black Friday and Cyber Monday weekend.


To boost your sales over the Black Friday weekend, you will need to implement the most effective marketing campaign strategies. If you were without ideas, the tips mentioned in this article could be a good place to start if want to boost your sales over the holidays.

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