{"id":33043,"date":"2023-11-06T16:36:52","date_gmt":"2023-11-06T16:36:52","guid":{"rendered":"https:\/\/thedotsociety.be\/2023\/\/?p=33043"},"modified":"2024-01-31T07:54:00","modified_gmt":"2024-01-31T07:54:00","slug":"email-strategy-for-black-friday","status":"publish","type":"post","link":"https:\/\/thedotsociety.be\/en\/email-strategy-for-black-friday\/","title":{"rendered":"Email strategy for Black Friday"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-jtwvlqm2-3a7d2b78bb86f25086aef43f937e556d main_color avia-section-small avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll  av-minimum-height av-minimum-height-100  container_wrap fullsize'   data-av_minimum_height_pc='100'><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-33043'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-av_one_fourth-c52f5124e023bf331f94ab1e3fde6aa8 sc-av_one_fourth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_fourth-c52f5124e023bf331f94ab1e3fde6aa8\">\n.flex_column.av-av_one_fourth-c52f5124e023bf331f94ab1e3fde6aa8{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_fourth-c52f5124e023bf331f94ab1e3fde6aa8 av_one_fourth  avia-builder-el-1  el_before_av_one_half  avia-builder-el-first  beneden first flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><\/div><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3d2t061-4492d517ecf1866d3d172f15dfacb683\">\n.flex_column.av-3d2t061-4492d517ecf1866d3d172f15dfacb683{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-3d2t061-4492d517ecf1866d3d172f15dfacb683 av_one_half  avia-builder-el-2  el_after_av_one_fourth  el_before_av_hr  flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><p><section  class='av_textblock_section av-l6dkoo6l-b5c24f00f517483f52b3524f98814bde '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">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 &#038; tricks to use the full potential of your email marketing platform. Looking for our recommendations for BFCM on other platforms, make sure to read <\/span><a href=\"https:\/\/thedotsociety.be\/2023\/\/en\/black-friday\/\"><span style=\"font-weight: 400;\">our article<\/span><\/a><span style=\"font-weight: 400;\"> about the preparation on paid &#038; organic platforms.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In 2023 email marketing became more and more important because it\u2019s 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.\u00a0<\/span><\/p>\n<h3>Before Black Friday<\/h3>\n<p><span style=\"font-weight: 400;\">First of all you can tease your customers with a pre-access offer. It\u2019s 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.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Besides that, you can also already prepare your emails beforehand and schedule them. Things to implement in your mails:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A clear call to action, preferably above the fold<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A clear explanation of your action\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Easy customer journey: implement enough buttons to different collection pages so your customers can easily click through<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Products with new and old price so customers can immediately see what the discount is<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">When scheduling your different emails for the period it\u2019s important to think about different segmentation that you can use in your emails, here are some examples:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">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<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Segmentation based on behaviour: send out resends to non openers \/ non buyer segments\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">VIP segment: think about how you can make your VIP segment feel extra special during this time of the year\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">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 &#038; abandoned browse mailings. Beside that it\u2019s 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\u2019t get confused.\u00a0<\/span><\/p>\n<h3>During Black friday<\/h3>\n<p><span style=\"font-weight: 400;\">Make sure to keep your brand top of mind with your customers by sending out emails, but don\u2019t overdo it. For this it\u2019s 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 \u2018espresso segment\u2019, this is a segment that targets subscribers that were active on your website the last 72 hours but didn\u2019t buy, how can you make them convert anyway (f.ex. With an extra discount?).\u00a0<\/span><\/p>\n<h3>After Black Friday<\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s 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\u2019t only expanded your database but you\u2019ve 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\u00a0 think about is sending out an email to everybody who bought during Black Friday and thank them for their purchase.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you have the right preparation you can sit back and relax on the Black Friday weekend itself!<\/span><\/p>\n<\/div><\/section><br \/>\n<div  class='hr av-uvr6iv-6da1a53ea5b4ac225445380fb98b4d88 hr-default  avia-builder-el-4  el_after_av_textblock  el_before_av_social_share  '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='av-social-sharing-box av-ju1btkev-f59141a98e85e75b5a92920338aea74f av-social-sharing-box-minimal  avia-builder-el-5  el_after_av_hr  avia-builder-el-last  av-social-sharing-box-fullwidth '><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Share this article<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/thedotsociety.be\/en\/email-strategy-for-black-friday\/&amp;t=Email%20strategy%20for%20Black%20Friday\" aria-hidden=\"false\" data-av_icon=\"\ue8f3\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Facebook\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href=\"https:\/\/twitter.com\/share?text=Email%20strategy%20for%20Black%20Friday&amp;url=https:\/\/thedotsociety.be\/en\/?p=33043\" aria-hidden=\"false\" data-av_icon=\"\ue8f1\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Twitter\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-pinterest' ><a target=\"_blank\" aria-label=\"Share on Pinterest\" href=\"https:\/\/pinterest.com\/pin\/create\/button\/?url=https%3A%2F%2Fthedotsociety.be%2Fen%2Femail-strategy-for-black-friday%2F&amp;description=Email%20strategy%20for%20Black%20Friday&amp;media=https%3A%2F%2Fthedotsociety.be%2Fwp-content%2Fuploads%2F2023%2F11%2F04_EmailBlackFriday-2-705x385.png\" aria-hidden=\"false\" data-av_icon=\"\ue8f8\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Pinterest\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Pinterest<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href=\"https:\/\/linkedin.com\/shareArticle?mini=true&amp;title=Email%20strategy%20for%20Black%20Friday&amp;url=https:\/\/thedotsociety.be\/en\/email-strategy-for-black-friday\/\" aria-hidden=\"false\" data-av_icon=\"\ue8fc\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on LinkedIn\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><li class='av-share-link av-social-link-mail' ><a  aria-label=\"Share by Mail\" href='mailto:?subject=Email%20strategy%20for%20Black%20Friday&#038;body=https:\/\/thedotsociety.be\/en\/email-strategy-for-black-friday\/' aria-hidden='false' data-av_icon='\ue805' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share by Mail'><span class='avia_hidden_link_text'>Share by Mail<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div><\/div><!--close column table wrapper. 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