Black Friday and Cyber Monday are right around the corner, so what better way to prepare for those exciting days with an article about how to get your email strategy ready. As a golden Klaviyo partner, we are happy to share the most important tips & tricks to use the full potential of your email marketing platform. Looking for our recommendations for BFCM on other platforms, make sure to read our article about the preparation on paid & organic platforms. 

In 2023 email marketing became more and more important because it’s the ideal way to push new customers to conversions and to create loyalty with your existing customers. Therefore we give you some easy tips on how to be totally prepared with your email marketing for Black Friday and Cyber Monday. 

Before Black Friday

First of all you can tease your customers with a pre-access offer. It’s not only the ideal way to gather new customers and to expand your database. But by giving an early-access you also create a feeling of exclusivity or VIP treatment which in the end can boost your revenue. If you work with Klaviyo you can make a connection with Meta and via a flow automatically send out a confirmation mail for subscription. On the day of the pre-access, you can send a pre-access email with a link to the early subscriber list. 

Besides that, you can also already prepare your emails beforehand and schedule them. Things to implement in your mails: 

• A clear call to action, preferably above the fold
• A clear explanation of your action 
• Easy customer journey: implement enough buttons to different collection pages so your customers can easily click through
• Products with new and old price so customers can immediately see what the discount is

When scheduling your different emails for the period it’s important to think about different segmentation that you can use in your emails, here are some examples: 

• Segmentation based on preferences: highly recommended during a busy period like Black Friday is that your communication is based on the customer, so only send relevant information
• Segmentation based on behaviour: send out resends to non openers / non buyer segments 
• VIP segment: think about how you can make your VIP segment feel extra special during this time of the year 

Enough about the campaign preparations, you can also prepare your flows so they are fully optimised to the Black Friday period. Make sure your emails in your flows are adapted to your ongoing actions, most importantly your abandoned browse and abandoned cart flow. Make sure to emphasise your action in your abandoned cart & abandoned browse mailings. Beside that it’s also important to think about other discounts you have running and make sure they are not compatible with other discounts, this way the customer doesn’t get confused. 

During Black friday

Make sure to keep your brand top of mind with your customers by sending out emails, but don’t overdo it. For this it’s good to focus on segmentation for example sending out the first email with a new subject to non openers / non buyers. Or thinking about the ‘espresso segment’, this is a segment that targets subscribers that were active on your website the last 72 hours but didn’t buy, how can you make them convert anyway (f.ex. With an extra discount?). 

After Black Friday

It’s important to not overdo your mailings after a very busy period like Black Friday, however, Christmas is already right around the corner meaning that it is strategically advised to start focussing on gifting in your emails. Besides that, by doing a leadgen (see above) you haven’t only expanded your database but you’ve also more information which is nice for your segments. Your segments will become bigger and bigger the larger your database. If you gathered a lot of new subscribers during the Black Friday weekend you can send them a separate email introducing your brand. Also interesting to  think about is sending out an email to everybody who bought during Black Friday and thank them for their purchase. 

If you have the right preparation you can sit back and relax on the Black Friday weekend itself!