Black Friday Email Marketing: How Do You Plan Your E-Commerce Campaign? [Checklist]
Posted: Tue Jan 07, 2025 3:32 am
Black Friday has become much more than just a shopping event, both for customers and for business. Not launching an e-commerce email marketing campaign on Black Friday is like having a powerful car in your property, but you decide to leave it in the garage just when it’s the biggest race. You then wonder why your customers are happy to find offers made available to them by your competition and the goal is achieved.
So why not be in the spotlight with smart, customer-benefit-oriented and carefully planned Black Friday newsletters?
This year, we reveal how to run memorable Black Friday email campaigns that go straight to the hearts of your subscribers.
Email Marketing for Black Friday instead of Advertising
Black Friday is the perfect time to show off your uganda telegram assets and dedicate a lot of time to your email marketing strategy. Why? Because during this period, performance marketing campaigns in e-commerce (Google Ads, Facebook Ads) become severe, and the cost per click increases between 10% and 45%, regardless of the sector (GPeC, 2022).
For this reason, you must make the most of the event, segment your subscriber lists and direct your e -commerce strategy more towards email marketing. With automations and well-designed campaigns, email remains the communication channel with the most competitive costs.
We'll explore Black Friday in e -commerce from several angles, with a focus on preparing essential campaign components and building your email marketing strategy.
What will you find in this article?
1. The latest consumer data (Black Friday 2022).
2. The email marketing strategy for Black Friday in e-commerce
3. The checklist: the elements to prepare before Black Friday
Recent data on Black Friday in e-commerce
To start, we thought a series of market data would provide you with some important insights regarding consumer behavior during this time of year.
The GPeC (Black Friday, 2022) provides interesting data from previous Black Fridays that nuanced consumer behaviors and are worth considering when planning this year's campaigns.
Payment by credit card represents a significant percentage (63.2% of orders), which means that people increasingly prefer to use this payment method.
Make sure you don't encounter any problems processing payments!
Orders placed from mobile devices have reached the highest level, over 81.9% of the total.
Make sure your website works perfectly on all types of devices.
Cluj-Napoca (the country's 2nd largest city by population) ranks first among the major cities in terms of average order value per customer, followed by Bucharest (1st place ), Iași (2nd place ) and Constanța (4th place ).
You may want to consider targeted email campaigns based on major cities or others that may apply to your store.
The majority of online purchases were made by women, 54.1%, while purchases made by men were 45.9%.
We are sure you are already aware that women buy more than men
.
Most orders were placed at EasyBox (51.8% of total orders). Online stores focused on same-day delivery of parcels at EasyBox and this was visible.
Offer fast delivery options and make sure you are logistically prepared. Also, make sure you have a reliable parcel delivery service provider.
Among the special products ordered were 2,035 overnight stays, 9 cars, but also 35.2 tons of pork.
With good marketing, you can sell anything on the Internet!
Brands have invested less in Google Ads than last year, relying more on organic (SEO, email).
This is the perfect time to focus more on email marketing.
According to NETOPIA Payments, on Black Friday last year, an average of 80 transactions per minute were processed, with a peak of transactions recorded at 2:15 p.m.
Also plan the times when you want to send emails.
We then suggest you go through some important steps regarding the approach to the email marketing strategy of this period.
Preparations before Black Friday
Before you actually start working on your Black Friday campaigns, we recommend thinking about some important steps that often go unnoticed, but are the core elements of an email marketing campaign.
Plan and set goals
In e-commerce metrics are very important.
Start by setting clear goals.
We are sure that you don't just want to increase your website traffic.
We are also sure that your goal is not to retain your customers right now.
On the other hand, we are sure that you would like to attract more subscribers, but above all see current subscribers start interacting with your brand and products, so that you can generate satisfactory results based on email marketing campaigns.
Remember to set your Black Friday goals and monitor each campaign for results.
Start gradually and prepare your subscribers
How about doing some preliminary action with your subscribers before showing them the final offers? You can start preparing some segments to make sure you’re delivering the right campaigns to the right subscribers.
Send a teaser email
Short and intriguing messages sent in the days/weeks leading up to Black Friday. They provide more context regarding subscribers’ expectations, generating excitement and curiosity.
Let’s take some examples with an e-commerce store of women’s accessories
3 weeks before the event
Early promotional emails that give a teaser of what's to come, with the main goal of getting subscribers excited about the special Black Friday deals campaigns your store is preparing.
3weeks-teaser-email
One week before the event
An email to reveal Black Friday deals and promotions.
We recently saw an interesting idea where an online store encouraged subscribers to start adding products to their cart to take advantage of offers that had limited stock at the time of the campaign launch.
1week-teaser-email
The timing of the Black Friday campaign launch
An email to inform subscribers that the Black Friday campaign has started.
launch-email-campaign
So why not be in the spotlight with smart, customer-benefit-oriented and carefully planned Black Friday newsletters?
This year, we reveal how to run memorable Black Friday email campaigns that go straight to the hearts of your subscribers.
Email Marketing for Black Friday instead of Advertising
Black Friday is the perfect time to show off your uganda telegram assets and dedicate a lot of time to your email marketing strategy. Why? Because during this period, performance marketing campaigns in e-commerce (Google Ads, Facebook Ads) become severe, and the cost per click increases between 10% and 45%, regardless of the sector (GPeC, 2022).
For this reason, you must make the most of the event, segment your subscriber lists and direct your e -commerce strategy more towards email marketing. With automations and well-designed campaigns, email remains the communication channel with the most competitive costs.
We'll explore Black Friday in e -commerce from several angles, with a focus on preparing essential campaign components and building your email marketing strategy.
What will you find in this article?
1. The latest consumer data (Black Friday 2022).
2. The email marketing strategy for Black Friday in e-commerce
3. The checklist: the elements to prepare before Black Friday
Recent data on Black Friday in e-commerce
To start, we thought a series of market data would provide you with some important insights regarding consumer behavior during this time of year.
The GPeC (Black Friday, 2022) provides interesting data from previous Black Fridays that nuanced consumer behaviors and are worth considering when planning this year's campaigns.
Payment by credit card represents a significant percentage (63.2% of orders), which means that people increasingly prefer to use this payment method.
Make sure you don't encounter any problems processing payments!
Orders placed from mobile devices have reached the highest level, over 81.9% of the total.
Make sure your website works perfectly on all types of devices.
Cluj-Napoca (the country's 2nd largest city by population) ranks first among the major cities in terms of average order value per customer, followed by Bucharest (1st place ), Iași (2nd place ) and Constanța (4th place ).
You may want to consider targeted email campaigns based on major cities or others that may apply to your store.
The majority of online purchases were made by women, 54.1%, while purchases made by men were 45.9%.
We are sure you are already aware that women buy more than men
.Most orders were placed at EasyBox (51.8% of total orders). Online stores focused on same-day delivery of parcels at EasyBox and this was visible.
Offer fast delivery options and make sure you are logistically prepared. Also, make sure you have a reliable parcel delivery service provider.
Among the special products ordered were 2,035 overnight stays, 9 cars, but also 35.2 tons of pork.
With good marketing, you can sell anything on the Internet!
Brands have invested less in Google Ads than last year, relying more on organic (SEO, email).
This is the perfect time to focus more on email marketing.
According to NETOPIA Payments, on Black Friday last year, an average of 80 transactions per minute were processed, with a peak of transactions recorded at 2:15 p.m.
Also plan the times when you want to send emails.
We then suggest you go through some important steps regarding the approach to the email marketing strategy of this period.
Preparations before Black Friday
Before you actually start working on your Black Friday campaigns, we recommend thinking about some important steps that often go unnoticed, but are the core elements of an email marketing campaign.
Plan and set goals
In e-commerce metrics are very important.
Start by setting clear goals.
We are sure that you don't just want to increase your website traffic.
We are also sure that your goal is not to retain your customers right now.
On the other hand, we are sure that you would like to attract more subscribers, but above all see current subscribers start interacting with your brand and products, so that you can generate satisfactory results based on email marketing campaigns.
Remember to set your Black Friday goals and monitor each campaign for results.
Start gradually and prepare your subscribers
How about doing some preliminary action with your subscribers before showing them the final offers? You can start preparing some segments to make sure you’re delivering the right campaigns to the right subscribers.
Send a teaser email
Short and intriguing messages sent in the days/weeks leading up to Black Friday. They provide more context regarding subscribers’ expectations, generating excitement and curiosity.
Let’s take some examples with an e-commerce store of women’s accessories
3 weeks before the event
Early promotional emails that give a teaser of what's to come, with the main goal of getting subscribers excited about the special Black Friday deals campaigns your store is preparing.
3weeks-teaser-email
One week before the event
An email to reveal Black Friday deals and promotions.
We recently saw an interesting idea where an online store encouraged subscribers to start adding products to their cart to take advantage of offers that had limited stock at the time of the campaign launch.
1week-teaser-email
The timing of the Black Friday campaign launch
An email to inform subscribers that the Black Friday campaign has started.
launch-email-campaign