Your emails will be doing a lot of the heavy lifting during the Black Friday period. You are going to be competing with lots of other brands for your customers attention in their inboxes. My recommendation is not to be shy about sending emails during the Black Friday period. Your customers will be expecting lots of emails, and it’s easy for them to miss them, so don’t worry about annoying your customers for this short period of time, chances are they will forget about the volume and will appreciate the nudge to get a fantastic deal from your brand!
Sale kick off: Start with an announcement to your whole list letting them know about the hero offer and any extra offers.
Resend to non openers: Remember to send to any non openers (you can segment this through Klaviyo and most other email platforms)
SMS alert: If you have SMS enabled and are collecting numbers, be sure to include these in the first announcement.
Sale reminders: Depending on how long you plan on running your offer for, I suggest sending daily emails with slightly different content in each email (don’t just duplicate the emails and send the same ones, customers will get very bored and turned off)
Urgency push: 2-3 days before your offer ends, be sure to start mentioning when the offer ends to create urgency to make a purchase.
Last chance: The day before and the day of your offer ending, send out an email reminding them of the offer and with last chance messaging (e.g. 24 hours left! Last chance! Ends Saturday! etc..)
Your email subject lines should be containing the offer for example SAVE X% on our…You want to make this impossible to miss and to increase open rates by mentioning the offer front and centre. The faster they know about the deal they are going to get, the better.
Hopefully, you would have gained several new subscribers in the run up to and during Black Friday period, so now is the time to keep those subscribers as a customer! Segment your list so that customers who sign up during this period enter into an automation to learn more about your brand, this could be a duplicate of your usual welcome flow, but be mindful that these customers are more than likely here for a deal, so segment them into a separate flow so you can seperate the bargain hunters from the customers who will pay full price. This way, for the rest of the year, you can tailor your messaging to each segment to create for a much more personalised experience.