Online retailers reported record sales of $ 6.22 billion on Black Friday 2018, according to Adobe Analytics. That's an increase of almost 23.6% over the previous year!
An e-mail campaign on Black Friday is a great way to take advantage of all this spending. However, thousands of Black Friday e-mails can make it hard to grab your audience's attention.
With these seven email campaign tactics, you can differentiate yourself from others in the Inbox.
1. Be brief.
Often the ideal length of e-mail is discussed. While there is often no easy answer, there is one on Black Friday. Keep your content short. The inboxes of your subscribers are filled with other emails. They deal with numerous sales and online purchases.
So straight to the point. Describe your sale and link to your website.
For example, see how mattress company Casper does this in their Black Friday email below.
Related: 5 Tactics for Short E-Mails Beating a Bump
2. Do not bury the Lede.
Journalists are often advised not to bury the most important information. This also applies to e-mail marketing. Your most important or interesting information should be at the beginning of your e-mail. On black Friday, this is crucial. And the most important information is the discount or deal you offer.
To allow your subscriber to see your special offer at a glance, add it to the headline of your email.
Code School, an online education platform, describes its discount in a short and bold headline for its e-mail campaign on Black Friday. The headline makes it easy for subscribers to see exactly what the offer is.
Related: 8 Top Brainstorming Techniques for Writing Killer Emails
3. Show your goods.
Another way to increase CTR on Black Friday? View your product images in your emails. If a subscriber sees something they like, they're more likely to click on their call to action.
Active equipment retailer HuckBerry has created a gift guide for their Black Friday 2017 email campaign. They collected their best offers in an email, including large product images, the original and special price, short descriptions and action buttons for each product.
4. Refine your subject lines.
To beat the competition in the Inbox on and around Black Friday, your subject line must be appealing. Try one or more of the following methods to create a highlighted subject line:
Describe your discount or sale in your subject line.
Indicate how much time people have to claim your deal.
Be funny or funny.
Keep your subject line under 30 characters.
Use an emoji.
Explain the discount or sale.
Here are some of the subject lines of Black Friday 2017 email campaigns using this tactic:
Subject line: no typo: 50% off
Company: C & T Publishing
Subject: Hours for the Black Friday Sale
Subject Line: Hours Only – Black Friday Weekend – 30% Off + Free Shipping
Subject: Black Friday shoe deals by UGG, Tory Burch, Hunter and more
Subject: Black Friday Deals 💸🎁
Company: Overstock Art
Subject: Last Chance to Shop in the Exclusive Gallery Friday Black Friday [
Related: Your guide to writing the world's best email subject lines
5. Use GIFs.
Adding movement to your emails is a great way to be unique and delight your subscribers on Black Friday. Add a moving image to a simple GIF .
Bonus: We have created FREE GIFs that you can use in your emails. Download it here.
Kidly, a children's toy and clothing company, created a GIF for one of their e-mails for Black Friday.
It's fun – to match your brand – and seasonal. The headline and image work together to create an outstanding e-mail.
Related: Everything you need to know about using GIFs in emails
6. Explain when your business ends.
Create urgency by informing subscribers that your sale is about to end. In his book Persuasion, best-selling author and psychology professor Robert Cialdini explains that urgency is a psychological trigger that encourages action.
Wonderbly, a children's book company, creates a sense of urgency in the headline and copy of their Black Friday email below.
7. Send emails if others do not.
Sometimes the best way to achieve a high level of engagement is to avoid the crowd. Send an e-mail campaign in early December. It will be easier to grab the attention of your subscribers.
MusicMagpie, a company that buys second-hand technology, sent an e-mail campaign in 2017 after Black Friday.
In order to make their emails particularly relevant to subscribers, they are positioning their services as a solution to the problem of spending overruns on Black Friday.
Create your email campaign for Black Friday today.
Need help? Download our free guide "What to Write in Your Emails". You will receive an e-mail course that will show you how to write great e-mails. You will also receive more than 45 fully-filled e-mail templates.
(Thanks to MailCharts and Really Good Emails for the e-mail examples used in this post.)