Steal This Black Friday Email Strategy

Hey Founder,

By now you are knee-deep in Black Friday and holiday marketing prep, so this week’s episode of the podcast could be the time-saver you need to nail your Black Friday.

My friend Omer Hazer from Atlas Ventures broke down his entire strategy in detail - and I have summarised it for you below in case you don’t have time to listen to the episode!

Key Takeaways:

1. Start Capturing Emails Now: Begin capturing email and SMS subscribers early in October to ensure a robust list by November.

   This can be done with ads and social posts leading to a giveaway or sweepstake - ‘win $200 worth of our product in time for Xmas’. Having a fun and engaging prize works better than hinting at a sale too early on.

2. Consider offering Early Access: Engage VIP customers with early Black Friday access to create urgency and exclusivity. This can be done via SMS and email, ensuring you generate revenue before the main event.

   Consider using gated landing pages for exclusive VIP access to offers. Use Shopify apps and a bit of development time to create locked sections or full-site gates for VIP members to access early deals.

3. Strategic Timing: Black Friday falls late this year, so many retailers were be going early. Depending on your stock levels, product price point and how much of a discounter you are normally, you need to decide how early to run your sale and how long to run it, there is no one-size-fits-all. Retailers are starting to send offers as early as the first week of November. Plan your strategy accordingly

4. Email & SMS Integration: Ensure that your popups and email forms are updated to capture both email and SMS subscribers for Black Friday promotions. Start segmenting your lists early to streamline your marketing.

5. Flow Updates:
   Cart Abandonment Flow: Mention sale in the abandon cart flow to create urgency. Create urgency by reducing the cart abandonment delay to 1-2 hours. Add dynamic content like limited stock notices or Black Friday-specific discount reminders to encourage immediate action. 

   Browse Abandonment: During Black Friday, shorten the timing for browse abandonment emails. Highlight deals relevant to the products they viewed, reinforcing FOMO (Fear of Missing Out). 

   Post-Purchase Upsell Flow: Modify your post-purchase flow to promote complementary products or exclusive offers for Black Friday shoppers.Bring in gift-specific post-purchase messaging that is delivered faster than typical time gap.

6. Important Reminder:

   Pop-up: Change to ‘sign up to hear about the sale’ one day before.  Any earlier and you could tank your results. Turn off your welcome discount during the sale - change to ‘stay updated about our sale’  
   Code stacking - make sure you have audited all codes and make sure users can’t stack codes if you are using them.
   Smart Sending: If you are going to be sending extra email during the sale - make sure you turn off smart sending to override your usual restrictions on number of emails per day,
   

   Here is a list of the type of emails Omer would send to a client:

Want to hear the discussion on the podcast - we break it down in detail with lots of tips I didn’t have space for. Listen to it here: https://www.ecommerceimpactpodcast.com/

Jessie

ps. Want some feedback on your strategy for peak season? Let’s grab a virtual coffee!