In my last post, I talked about some of the ways that email marketers can make the most of Black Friday (28th November) and Cyber Monday (1st December). Well, it’s such an important time for marketers, retailers and shoppers that one post just wasn’t enough. There are plenty more ways that you can use email marketing to drive subscribers, conversions and sales. Here are some more Black Friday/ Cyber Monday tips:

Build Your List

Black Friday weekend not only provides great opportunities to boost sales from your existing subscribers, you can also use the time to encourage more people to sign up to your mailing list. Change the sign up forms on your website to let potential subscribers know that, by signing up to your mailing list, they will be the first to know about your Black Friday/ Cyber Monday deals. You could also create a dedicated Black Friday landing page, when new customers can sign up for your list. Just make sure you spell out exactly the benefits your customers will receive by signing up to your list.

Toys ‘R’ Us have put a Black Friday landing page on their website:

As well providing a link to sign up to their ‘deal alerts’ email, Toys ‘R’ Us have also shown their customers all the ways they can interact with the brand on Black Friday. This gives their customers as many opportunities as possible to take advantage of the special deals.

Take Care With Your Subject Line

In the week or so before Black Friday/ Cyber Monday, your subscribers’ inboxes are likely to be very busy! You’ll have to take the time to make sure that your emails stand out from the crowd. You can do this with an eye-catching subject line.

It almost goes without saying, but make sure that you include the words ‘Black Friday’ or ‘Cyber Monday’ in your subject line, like Debenhams have done:

During this time, your customers are likely to be on the lookout for the best deals, so they will be drawn to emails that mention these two special days. Capitalising the words, like Debenhams have done, can help to draw the customer’s eye to the email, but be careful not to overdo this. Using too many capitals could flag your email as spam.

It can also be a good idea to personalise your subject line (customers generally respond well to personalisation). Voucher Codes did this last Cyber Monday:

This subject line made it seem like they had hand-picked deals that I would be interested in. An approach like this is likely to be more successful than a generic Black Friday/ Cyber Monday email. However, as always, make sure you’re constantly split -testing your subject lines to see which ones work best for your brand.

Black Friday and Cyber Monday provide some great opportunities for email marketers. By planning your campaigns well and using some of these tips, you’ll be very likely to achieve marketing success in the run up to the festive season.