What You Can Learn From
(Other Brands') Black Friday &
Cyber Monday Email Marketing

rare.io-smart-ecommerce-email-marketing-author-franco-varriano

Written by Franco Varriano.

With Black Friday & Cyber Monday 2017 officially behind us, ecommerce marketers and store owners can now catch a breath. But not for long!

The biggest weekend in shopping just broke records across the board – with Adweek reporting that $840 million was generated by 10AM on Monday. CNN was also predicting record-breaking sales for Cyber Monday; and TechCrunch later confirmed that $6.59B of online sales were made.

So what can you take from that? How can you ensure that with the rest of the Holiday shopping season is fast approaching, you’re able to make more sales? Glad you asked!

1. Overview

Let’s quickly recap what tactics are currently being used by other online marketers to drive sales.

Side Note:

Earlier this week we wrote about some Black Friday & Cyber Monday email campaigns that you could still start. The great news is that there are lots of great tactics in-there for the rest of your Holiday email marketing.

If you’re interested in diving deeper, and seeing real-world ecommerce emails get pulled apart – for better or worse – you might also want to check out our Email Teardown series. Ok, now back to this post.

2. Tactics

To really get a complete sense of what other ecommerce store are doing when it comes to effective email marketing, we’re going to focus on 2 brands in particular:

  • Peel, and
  • Blenders Eyewear

This way we’ll be able to get the most out of each one. So let’s get to it!

PEEL

Peel’s Black Friday & Cyber Monday email marketing campaign spanned across 6 emails. Here’s each one with when it was sent, what the subject was, a quick screen grab and all the analysis of what worked well at the end.

Email #1

Received: Sat, Nov 18, 2017 at 1:03 PM

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

rare.io-smart-ecommerce-email-marketing-peel1

Note: since this is an image, you aren’t able to see that the envelope animates (starts off closed and automatically, the invitation is revealed).

Email #2

Received: Thu, Nov 23, 2017 at 4:02 PM

Subject: Black Friday Starts Now: BOGO on All Cases and Screen Protectors

rare.io-smart-ecommerce-email-marketing-peel2

Email #3

Received: Fri, Nov 24, 2017 at 8:10 AM

Subject: Shop Our Biggest Sale of the Year – BOGO Cases and Screen Protectors

rare.io-smart-ecommerce-email-marketing-peel3

Email #4

Received: Sat, Nov 25, 2017 at 10:18 AM

Subject: Peel’s Biggest Sale Of The Year Extended!

rare.io-smart-ecommerce-email-marketing-peel4

Note: there is an animation on the “for” line that goes through: mom, dad, sister, brother, friend. The second image also changes to showcase and reinforce this.

Email #5

Received: Mon, Nov 27, 2017 at 8:15 AM

Subject: Open This Email: Buy One Get One FREE

rare.io-smart-ecommerce-email-marketing-peel5

Note: There is an animation on the BOGO, the dark letter moves automatically across each letter. The sale timer is also counting down.

Email #6

Received: Mon, Nov 27, 2017 at 5:08 PM

Subject: Final Hours to Save With Peel’s Biggest Sale Of The Year

rare.io-smart-ecommerce-email-marketing-peel6

Note: Sale timer counting down.

BLENDER'S EYEWEAR

Blenders’ Black Friday & Cyber Monday email marketing campaign spanned across 4 emails. Here’s each one with when it was sent, what the subject was, a quick screen grab and all the analysis of what worked well at the end.

Email #1

Received: Thu, Nov 23, 2017 at 2:00 PM

Subject: Hey Franco! Your Black Friday Early Access Starts Now!

blenders-email1

Note: The call-to-action (CTA) button at the bottom is flashing different colors to get your attention.

Email #2

ReceivedFri, Nov 24, 2017 at 5:00 AM

Subject: Don’t Wait! Black Friday is Now!

blenders-email2

Note: The call-to-action (CTA) button at the bottom is flashing different colors to get your attention.

Email #3

Received: Mon, Nov 27, 2017 at 5:00 AM

Subject: Yo! 40% Off Goggles + 55% Off Sunglasses!

blenders3

Note: The call-to-action (CTA) button at the bottom is flashing different colors to get your attention.

Email #4

Received: Tue, Nov 28, 2017 at 7:00 AM

Subject: Say whaaat? Cyber Monday Has Been Extended

blenders-email4

Note: The image at the bottom is a GIF (well known) and used to get your attention and express how cool the sale is.

3. Insights

So what can you learn from these Black Friday & Cyber Monday emails to make sure the rest of your Holiday email marketing campaigns make more sales?

Here’s the list of tactics showcased in these emails:

  • Both brands send out multiple emails over the course of the weekend;
  • These emails started a bit early so that you’d know about the sale before your inbox was flooded with other offers;
  • Email subjects were fairly short, and keep repeating the same message (generally “biggest sale” or some variation of that);
  • Most (if not all) emails contained some element of scarcity or timing to let you know the sale or special offer was limited and you need to act now;
  • Most (if not all) emails contained really bright and big visual banners; Peel generally showed off their products, whereas Blenders used big text to convey the deals;

Timing:

  • Peel is based out of St. Louis Missouri and their pre-sale emails we’re sent to me in the late afternoons, where as the sale emails were delivered to me early morning (when I’d be waking up or commuting to work & probably checking my phone. This also maximizes time to make sales during the day)
  • Blenders is a West coast company and sent 3/4 of their emails to me very early in the mornings. They probably deliver their emails based on Timezone, not based on customer activity.
  • Only Blenders sent me an “extended offer” on Tuesday (note: I didn’t purchase from either brand, so that wasn’t the trigger), which is a great way to increase sales and once again cut through the inbox noise.

4. Conclusion

As the rest of the holiday season approaches, you can now leverage one or all of the email marketing tactics above to increase your ecommerce sales.

Want help implementing these strategies for your store? Book a call with one of our ecommerce email experts to see how we can work with your brand to grow your revenue – feel free to book a call at your convenience 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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