It's no secret: the most important e-commerce event is right around the corner. Chances are you have your strategies set, your email calendar ready, your creative in the works or even approved already. But, as always in marketing, you could do more. In this blog post, we'll share some easy tactics you can implement in about a day's work...
It's no secret: the most important e-commerce event is right around the corner. Chances are you have your strategies set, your email calendar ready, your creative in the works or even approved already. But, there's always more you can do. In this blog post, we'll share some easy tactics you can implement in a day's work that can help you elevate your email and SMS game for Black Friday even further, even last minute.
Black Friday is an intensely competitive retail extravaganza. Dedicate some time to ensure your subscribers know what you have coming up. Create a teaser message, exclusive sale preview, or countdown to build excitement among your most engaged subscribers. Giving them a heads up allows you to generate buzz and gives customers ample time to plan their purchases.
Most businesses have all standard abandonment flows in place by the time Black Friday comes around, such as Browse Abandonment, Abandoned Cart Flows, and Abandoned Checkout Flows. But for this special time of year, consider adding a fourth one: the Site Abandonment Flow. It could make a significant difference in capturing potential customers.
As annoying as they can be, pop-ups, when used effectively and strategically, remain the most important source for getting new email subscribers. But balancing the need to capture leads with providing an excellent user experience is key. In the weeks leading up to your big sale, show pop-ups with teaser messages, letting subscribers know that joining your email and SMS lists will give them an advantage when the sale time comes. Once your promotion is live, use pop-ups to emphasize the urgency of Black Friday deals and communicate the offer clearly. As always, ensure your pop-ups are compliant and that the correct welcome flows are triggered upon opt-in.
Prepare a content block or a simple text banner that can be seamlessly added to automated emails and craft alternative text messages conveying your Black Friday offers to your audience. Focus on the flows subscribers receive before making a purchase, such as the Welcome Flow and Abandonment Flows. Utilize tools like Klaviyo’s universal content block for easy implementation. Make sure to set a reminder to remove the sale messaging the day your promotion ends!
Bonus tip: temporarily pause emails with offers that can't be redeemed during your Black Friday sale to prevent customer frustration and reduce unnecessary support inquiries.
Create a Black Friday/Cyber Monday (BFCM) version of your post-purchase email & sms flows, or at least a new version of the first message in the flow. Express genuine gratitude for the subscriber’s purchase. With numerous offers available from millions of brands, your customers could have chosen to shop elsewhere, but they chose you. Make the message personal and heartfelt and convey how much their support means to your business.
When it comes to audiences, one size does not fit all, but you know that already. While you might have your engaged segments in place, make sure to create additional segments specifically for this time of year, like:
As you likely know, double opt-in means having new subscribers confirm their subscription before actually being subscribed to your list. While having double opt-in enabled typically enhances your list quality and reduces negative engagement, a single opt-in approach is more suitable for this time of the year to maximize your email performance. You can always go back to a double opt-in after the holidays!
