It’s Not Too Late To Start a Black Friday & Cyber Monday Email Marketing Campaign

Written by Franco Varriano.

1. Overview

It happens every year.

You want to get a head start on planning for some of the biggest shopping holidays of the year, but with all the other challenges of running an online store, setting up marketing emails and deals is always the last thing on the checklist.

We understand. Don’t worry.

The National Retail Federation (NRF) expects holiday spending in 2017 to grow by 3.6-4% compared to last year. The good news is that it’s not too late for you to get your store in on that! Here are some email marketing ideas and tactics – specifically designed for ecommerce – that can help you pull a last minute Hail Mary or add to what you were already planning to do to attract more customers and boost your sales.

Here’s what we’re going to cover to help you get your Black Friday & Cyber Monday email marketing up-and-running faster:

  • Research – we’ll take a look at a few real-world emails to create inspiration for your own email marketing campaigns.
  • Key Insights – what are some current tactics and email marketing strategies being used around the web in 2017?
  • What To Do Next – how can you put these tactics to work right now?

As we break down these strategies and tactics that you can add into your email marketing mix, it’s important to think not only in terms of what current customers will need or want, but also to consider and strategize for what the “deal hunters” – aka potential new customers (who have never bought from your store) – will be looking for in terms of last minute deals. These are the new leads that have been flooding onto your email list over the last week or so, just hoping to find an extra special deal.

It’s a little more work, but the distinction matters. It’s what will help set you apart form all the other spammy emails and really see a boost in your online holiday sales.

So let’s get to it!

2. Research

Before we get too deep into strategies, content, and actually putting the emails together, we need research. Any good marketer knows that this is the best way to understand what the current trends and tactics are. Luckily for you, we’ve gone ahead to try to save you a bunch of time from having to do some of this for yourself.

Here are a few really good examples of Black Friday and Cyber Monday marketing emails from some top brands in various industries, so hopefully at least one of them will be close to your online store. Either way, there’s always something to be learnt.

We’ve also broken down exactly what we love about them so you don’t have to guess:


Subject: Early Black Friday VIP SALE- preview the deals


Subject: Black Friday is coming: extra 20% off selected sale items


Subject: Learn something new during our biggest sale


Subject: Get A Sneak Peek At Our Black Friday Sale…


Subject: Black Friday deals start tomorrow!


Subject: 🔥 It’s Lit! 30% off site-wide* + $30 off the Bevel Trimmer…


3. Key Tactics

So the key take aways in the emails above are:

Start sending earlier than Black Friday & Cyber Monday (BFCM) when inboxes will get filled!
Create anticipation for sales, even encouraging customers to create shopping carts or add to their wishlist
Larger graphics that showcase the sale, product or excitement around specific products
Make the customer feel like they are getting and exclusive or special reward offer
Another valuable insight is sending emails in a sequence.

As an online store, you can’t always expect your customers to open the first email or even remember your sale if you don’t remind them. So a lot of ecommerce sales are driven through several campaigns:

  • Teaser
  • Announcement
  • Reminder Email
  • Final Call

Side Note: If you’re interested in going deeper about what works really well (and what doesn’t) with the email above – and other real-world ecommerce emails, checkout our Ecommerce Email Teardown series, where we analyze and breakdown actual emails.

What’s important to consider when creating email campaigns that follow this strategy – and you can go much deeper on this in terms of segmenting your email list and offers for two main groups:

Your current customers, and
Last minute deal hunters who are just subscribing to your email list for the first time, hoping to find an extra special deal.
You can then go deeper with your email marketing list segmentation for customers and create offers targeted to the exact people who are most likely to buy from you. Customer data and online shopping behavior can help you target based on:

Basic Data: country, city, gender, number of purchases, value of purchases, specific coupons they might have used in the past, specific products they previously bought;
Advanced Data: what time of day they most often open your emails, what time of day they often purchase online, and more.

4. Conclusion

Not sure exactly how to do all that? The great news is that is built specifically for ecommerce.

Our Smart Email Marketing platform is designed specifically to do everything we’ve just covered and more! All in a few clicks.

What’s even better is our Commerce Marketing Experts are here and ready to help you with everything. You can book a tour of here.

And if you’re one of the thousands of merchants who are already using Rare’s Smart Email Marketing software and want to see how our Customer Success Team can work with your brand to grow your revenue – feel free to book a call at your convenience here.

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