Top Email Marketing Strategies for Black Friday and Cyber Monday

Philip Manzano -

For eCommerce brands, the weeks leading up to Black Friday and Cyber Monday (BFCM) are crucial. This is when they put their final marketing push behind their holiday campaigns and hope to see a sizeable return on investment (ROI).

Unfortunately, due to changes in privacy laws around third-party cookies, many merchants have seen ROAS continue to decline because it's much harder to target the right people. This makes it all the more important to have an email marketing strategy in place that can effectively reach and convert your target audience.

In this blog, we'll outline the importance of email marketing in a post-cookie world, and then provide the top strategies to make your email marketing effective this BFCM.

The Importance of Email Marketing in a Post-Cookie World

Email has been one of the most effective channels for driving sales and ROI for eCommerce brands, even before cookies existed. In fact, according to a report from McKinsey, email is 40 times more effective at acquiring new customers than Facebook and Twitter combined.

This is because email allows brands to build a one-to-one relationship with their customers, where they can share personalized messages and content that's relevant to them.

Even in a post-cookie world, email will remain an effective channel for driving sales and ROI for eCommerce brands. This means that email should still be a key part of your marketing mix, even if you are seeing a decline in other channels like display advertising.

Top Strategies for Making Your Email Marketing Effective This BFCM

1. Send highly personalized emails

One way to make your email marketing more effective this BFCM is to send highly personalized emails. This means segmenting your list and sending each segment a tailored message.

For example, if you have a segment of first-time buyers, you would want to send them a different email than you would a segment of your most loyal customers. You could send a first-time buyer an email with a discount code and free shipping, while your most loyal customers might appreciate exclusive early access to sale items. By personalizing your emails, you’re more likely to reach and convert your target audience.

You can use a template very similar to this:

Dear (First Name),

As a (loyalty status) customer, we wanted to give you a heads up that our (Black Friday/Cyber Monday) sale starts (date).

(Content about the sale).

We’ve attached a special coupon code for you to use at checkout.

(Content about the product).

Thank you for your continued support. We hope you have a happy holiday season!

2. Use Dynamic Content

This type of content is personalized for each recipient and can be customized based on their past interactions with your brand. For example, you could show a first-time buyer a different product than you would a returning customer.

Another example would be to show different products to a customer who frequently buys from your clearance section than to a customer who never visits that section. By using dynamic content, you can ensure that each recipient sees the content that is most relevant to them, which increases the chances of conversion.

Here's a simple template you can use for your dynamic content emails:

Dear (First Name),

We noticed that you’re interested in (product category). Here are some products we think you’ll love:

  • (Product 1)
  • (Product 2)
  • (Product 3)

These products are currently on sale for (Black Friday/Cyber Monday).

(Content about the products).

Thank you for your continued support. We hope you have a happy holiday season!

3. Use Urgency and Scarcity

This means creating a sense of urgency around your products or deals and making it clear that they are only available for a limited time. For example, you could offer a discount that expires at the end of the day or a free shipping deal that lasts only 24 hours.

Doing this can encourage your recipients to take action and purchase before it’s too late. Just be sure not to overdo it with urgency and scarcity, as this can come across as desperate and turn people off.

Here's a template you can use for your urgency and scarcity emails:

Hurry! Our (Black Friday/Cyber Monday) sale ends at (time) tonight.

(Content about the products).

This is your last chance to get (product) at (discounted price).

(Content about the product).

Thank you for your continued support. We hope you have a happy holiday season!

4. Send a Teaser Email

This email gives your recipients a sneak preview of the deals and products you’ll be offering during the sale. For example, you could include a list of the products on sale or a few of the discounts you’ll be offering.

Sending a teaser email can generate excitement and anticipation for your sale, which can lead to more clicks and conversions when the sale actually goes live. Just be sure not to give too much away in your teaser email, as you want there to still be some surprises when the sale starts.

Here's a template you can use for your teaser emails:

Get ready for our (Black Friday/Cyber Monday) sale!

(Content about the products).

Here are just a few of the deals we’ll be offering:

  • (Product 1) – (Discount)
  • (Product 2) – (Discount)
  • (Product 3) – (Discount)

The sale starts at (time) on (date).

Thank you for your continued support. We hope you have a happy holiday season!

5. Send a Post-Sale Email

This is an email you send after the sale is over, thanking your customers for their business and offering them a coupon or discount for their next purchase. This is a great way to show appreciation for your customers and encourage them to continue doing business with you.

You will also want to use this opportunity to highlight any products that may have been popular during the sale but are now sold out. This can create a sense of urgency and encourage people to make their next purchase sooner rather than later.

Here's a template you can use for your post-sale emails:

Thank you for shopping with us during our (Black Friday/Cyber Monday) sale!

(Content about the products).

We’re so grateful for your business. Here’s a coupon for (discount) off your next purchase:

(Coupon code)

Thank you again for your support. We hope you have a happy holiday season!

Tying It All Together With Email Marketing Software

Now that you know about the top email marketing strategies for BFCM, it’s time to put them into action. The best way to do this is with email marketing software. This software will allow you to automate your email marketing so you can focus on other aspects of your business.

Automating your email marketing can help you save time and money, and it can also increase your ROI. Email marketing software can help you segment your list, personalize your emails, and track your results. It can also automate your sales funnel so you can focus on other aspects of your business.

There are many great email marketing software options out there, but we recommend AfterShip. This software has all the features you need to make your email marketing more effective this BFCM. AfterShip is easy to use, and it comes with a free trial so you can try it out before you commit.