*Don’t Do These 3 Things* in Your Black Friday Emails
I’ve had some Black Friday emails come through that either shouldn’t have or could have been better.
These tips apply to Small Business Saturday and Cyber Monday too! -
1️⃣ If you haven’t sent an email in quite some time, don’t start now. Your list may not remember your business and if you show up out of the blue asking for sales you’re likely to see unsubscribes.
Instead, send emails consistently (weekly, monthly, even quarterly). You can send additional sales emails as needed, but make sure your list is hearing from you outside of sales.
2️⃣ If your business isn’t retail or something you would put under the Christmas tree, don’t have a Black Friday sale. There’s just too much noise and competition.
Instead, host your biggest sale during your slowest period. People will likely have more money to spend anyway. Holiday shopping always takes priority during Black Friday.
3️⃣ If you announce your sale within a week of Black Friday, make it live now. Inboxes are already being inundated with Black Friday emails and if you’re trying to promote early when people are likely to open your email, let them buy.
Sure, you could send a reminder email when the sale is live, but at that point we’ll already be receiving so many other Black Friday emails that your email could be overlooked.
If you want to announce your sale before it’s live, announce it in your standard weekly/monthly newsletter at least 2-4 weeks ahead of the sale start date.
4️⃣ If the percentage off is going to increase (or decrease) as the days go by, let people know ahead of time. It's incredibly frustrating to jump on a 20% Black Friday sale only for it to increase to 25% a few days later.
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