Black Friday Email Marketing Strategy: Maximise Your Potential

1. Why Planning Matters: What's the biggest mistake brands make when it comes to Black Friday email marketing? A, not offering big enough discounts, B, sending too many emails or C, not personalizing their message. Maybe it's D waiting too long to take action. The correct answer is D, waiting too long to take action. This is the biggest mistakes. There are many you can make, but many brands and marketers underestimate the importance of early prep for Black Friday campaigns. And I know preaching to the converted here about starting early allows you to optimize your email list, refining your strategy, and stand out from a honestly crowded inbox. So today, we're tackling this exact mistake, waiting too long to take action. Whether we like it or not, Black Friday is all about timing and if you're not prepping in advance, you risk getting lost in the noise. But if you're watching this, and it's already close to Friday and you're panicking, please don't. As always, I've got you covered, dear able. In this workshop, I'll break down a very comprehensive B Friday email strategy, and if you are scrambling last minute, I have created a last minute calendar that still delivers results in a short amount of time. Now I'll be honest, I'm all about planning ahead. That's my thing. But just because you're rushing, potentially, it doesn't mean I can give you the tools that you need to succeed. 2. The Black Friday Email Calendar: So what does a Black Friday email marketing campaign actually look like? Well, here's the ultimate checklist. So whether you've got seven weeks, this is what we're going to look at as the overall timeline, or you're just down to four weeks or yeah, even less. So if you're the last minute planner, I'm talking to you. There are ways that we can prepp. Let's start with seven weeks before Black Friday. This is where the timeline starts and it starts with an audit. Yeah, no, no. If you know me, I like a good audit. But if you've got the time, start with deliverability audit. You want to make sure that your emails aren't going to lost in the spam folder. It's an email marketing strategy, so we want to make sure that you're warming up your list and making sure that everything is working smoothly. If you only have four weeks down to Black Friday, just do the audit as soon as possible. If you're short on time, just focus on cleaning your list and setting a few targeted email. Just to reengage with inactive subscribers and improve your email reputation fast. Six weeks before, we're going to test key automated flows. What does this mean? We're going to double check all your automated emails. Welcome email a banded card email, post purchase emails. You're going to make sure that your messaging is seasonally relevant and includes some strong Black Friday teasers. If we're struggling and we're short on time, still four weeks before, you can skip the fancy test and just review the key flows. If you're struggling even more with time, prioritize a banded card and post purchase flows, as they are going to be the most valuable during this rush. Went back to the original timeline. We're five weeks before Black Friday and starting to heat up, which means you want to start running an acquisition campaign. This is a good time for you five weeks before to go your email list and Bal ina SMS list if you have. So you can incentivize sign ups with early Black Friday assets or a giveaway just to start getting new leads on board. And it's important that you do this. Even if you're short on time and you only have three weeks before Black Friday, try to make sure that you have at least one campaign, one call to action, one way to bring new people into your world. We're now down to four weeks before Black Friday. This is the official four weeks. You've had already three weeks to work on everything else and you had a handful time. So regardless of where we're at, you want to decide offers, dates, and segments. Now is really when you want to lock down what you're offering head to whom. So make sure that you have the time you're segmenting based on costuming behaviors like loyalty, cautious frequency, and engagement. This is very important. If you are short of time, you can even do this two weeks before. I did want to do it beforehand, but I really want to make sure that you audit as you're starting. For a short term time, two weeks before, make sure that you look at the offers that you want to push and start a list dividing your audience into two to three key segments like loyal customers and Window shoppers. This is very important because if you have a bit more time, you're actually going to have more time, obviously, to push more to your current customers as well. But in this case, we are trying to do the best we can with very little leeway. Three weeks before Black Friday, we also want to make sure that we are promoting any loyalty opt in. We're really pushing our current customers and our loyal customers, making sure that you're getting these people excited about Black Friday, tapping into any access or exclusive perks for people that are part of the loyalty programs if you have one. If you don't have the time to do this three weeks before, you can just do it one week before Black Friday. At least one email, one SMS campaign that gets people to opt in early for a Black Friday deal is going to be so important, regardless of which channel you use. Two weeks before Black Friday, you can start scheduling your actual campaign for that golden week. Hopefully, we got emails, SMS lined up, which means you're not scrambling last minute and you have enough time to set them and test them. If you're last minute, give you at least four days. I wanted to give yourself at least four days because if you're working with just four weeks, this is the time for you to lock your emails. Get at least your VAP and early access emails ready, and then you can just automate the rest. We're now on the one week before Black Friday. It's time to reward the VAPs and loyal team members with early access to the sale because we promised it to them last week. This will help you build excitement and keep your most engaged customers happy. If you're in a time crunch, give yourself at least three days. Three days before Black Friday, launch that VIP access. Get them before the whole crowd and help encouraging them to come back. And I heard of bonos a few days before Black Friday. You can also launch some special private community broadcast channel or SMS deals as well. So you can give these people an early discount that they can get before anybody else. This is a great thing if you have any of these channels to use. This you can do a couple of days before or even the day before, Black Friday. It really doesn't matter, but it's good to use SMS broadcast channels, internal communities to cut through the noise and get one final push. And then we get to Black Friday. This is the big day. The moment you're building towards. Make sure that you have scheduled your main campaign, maybe your Cyber Monday campaign as well. All these emails and messages are all ticked off in your email list, and you don't have to worry about it. It doesn't matter whether you have a seven weeks or just four weeks. Today is all about maximizing exposure and making sure that you have built enough excitement for people to expect, what you're going to share with them. Hopefully, this gives you an idea of the options that you have and no matter how much time we've got, whether it's seven weeks or four, prepare what you can. Hopefully, following one of these timelines will help you keep you organized and make sure that you Black Friday convey hits the mark. That was a hell of a ride by the way, wasn't it? I give you everything, but now we're going to break it down because now we know what the timeline looks like, we've got to execute it. So if you're still feeling a bit overwhelmed, let's go for it step by step. 3. Running Deliverability Audits: When it comes to email marketing, time is your best friend. The earlier you can start, the more you can impact the effectiveness of your strategy. Why? Why specifically for emails? Because the success of your emails hinges on the factors like deliverability, list health, and all dis engagement. And all these take time to fine tune. Rushing last minute means you might miss some key optimization, trust me, that will show in your results. So at least give yourself four weeks. What's step one? Remember, whether it's seven or four weeks, we're going to run our deliverability audit. This sounds a bit technical maybe, but it's easier than you think. It makes or breaks your campaign. So what is the lurbility audit? This audit is essentially a health check for your email campaigns. You make sure that your emails aren't just ending up in the spam folder and are landing in your subscriber's inbox. Which is exactly what we want, especially in Black Friday. Here's a couple of things for you to do. The text side is about making sure that your emails are coming from a verified domain. Now this is something that can include setting up things like lots of acronyms, SPM, they can mark. These are all records that tell email providers that you are transfer sender. Now don't panic, start screaming. Most platforms will do this for you. When you set up your email list, especially since Google has tightened up security on that front in 2024. But it's worthwhile for you to check. Also while we're at it, check your metrics. And lell dive into your email reports and look at things like open rates, spam complaints, anything that really shows what's going on with your email list. Open in active subscribers can be a red flag. This is actually a good way to explain and motivated to clean up your email list. Before Black Friday, it's very important for you to remove any inactive subscribers or anyone who hasn't engaged in mouths. How do we do that? This is one of my favorite topics, and I taught you, many email marketing workshop. It's not as daunting as it sounds, so I'm going to give you a quick guide if you've never cleaned call and engaged subscribers before. First, identify your call subscribers. These are folks who haven't opened your email in three to six months or longer depending if you don't send emails that much. Then you create a special re engagement campaign. Sending them an email that encourages opening for the right reasons. You can share a freebie, run a special giveaway, try to find a sweet spot between inviting, but not click Betty. You want it to be something that feels good and aligned. Give them some time about a week or two if you have the time within your lead way to the Black Friday campaign. Whoever engages, you keep on your list. For those that haven't opened any of these emails, then it's time to say goodbye. You can literally remove them from your main list and just keep your engagement rates healthy, which will also get more of your people to see your email in the inbox instead of spam. Remember, a smaller and more engaged list is way more valuable than a large and responsive one. Last, extra brownie points, we save email costs and improve your delibility Win win. Finally, this is for everybody who hasn't been email inconsistently. Start sending emails to smaller segments before Black Friday to avoid overwhelming email providers with a huge blast. Engaging emails like introduction emails are the best for this. Boy very simple and they're easy for us to produce. Let's dive into an example. Imagine you're a accessory brand that makes bubble hats for Genius, been a bit quiet on the email front lately and want to warm up your list before the big Black Friday blowe. Here's what a warm up campaign might look like. Email one comes four weeks before Black Friday because yeah, they've been B last minute. So what they're going to do, they're just going to send an email that introduces themselves to their audience. And the context could be something like, it's been a while, isn't it? We've been busy creating some pull some new bubble hat designs for your fairy pas. Want to see, hit the button below for sneak peek. Great way to kick off and re engage. An email too could be something along the lines of a question. So you can ask a question like, what's your pet style? Inside the email, you can say something along the lines of, we're curious. Is your furry friend more about causing nip beanie or a sparkling pomp fom enthusiast. Click on What works best for you and we'll show you something special. Once again, encouraging people to really engage with the email is going to be essential. L, you can send one final email if you want. A couple of weeks before Black Friday, say something big is coming. This is where you can hint at the offer. You can say, we've got a massive surprise heading your way. Hint involves serious discounts and a dmable bubble hat. Stay tuned. Simple and straightforward. This is a series of emails that could work really well if you haven't engaged with the list in a while. So basically, how far in advance did the brand start the warm up campaign? Was A two weeks, B three weeks or C four weeks. If you picked four weeks, you have the right answer. Why? Because it gives you time to clean and segment your list effectively, you can gradually increase email frequency without overwhelming subscribers. This is a great way for you to warm up your list and also start sending emails if you're not active in your campaigns. Starting with four weeks allow you to do this without feeling too rushed. As you can see, this will require some prep beforehand as well. 4. Checking Automated Flows: Next in our Black Friday time I also talked about automated flows. See, so much of this campaign is not just about sending emails, but also looking at what's already there. Black Friday is a busy time more than ever. Now is the time for you to look at how can you optimize personalized experiences to your subscribers? Which means, yes, we're not done reviewing, sorry, you're not sorry. But let me show you why it matters. Back in 2023, I worked with a client, renowned Swedish brand on a three month project and it was leading up to the big Black Friday campaign. And we followed this process and this timeline that I'm sharing with you now on the seven weeks mark. The real magic happened when we got up to this stage, setting up and testing the flows after auditing how things were going. We spent weeks fine tuning every automated email from welcome sequences to abandoned card reminders. And you know what? I paid off big time. Because when Black Friday rolled around, the email conversions went through the roof and we great results. I could definitely see that also happening inside those automated emails. The client was happy. They texted me occasionally because who sleeps on Black Friday anyway. Everything went really smoothly and this was because we actually knew all the different steps we needed to take to make emails run without having to rush ourselves to the stages. Trust me when I say that this step or reviewing your key flows is essential. These flows are your welcome email, for example, or welcome sequence, your banded card, and your post purchase flows. One suggestion that I have, if you're feeling a bit overwhelmed, look at what you have, and you can even pause existing automations and emails and create new Black Friday specific ones. Why? Well, way to make sure that your messaging is relevant for Black Friday. A generic Qualcom email doesn't work as well. So instead of changing what you have and then forgetting about it, you can literally make a copy and create a specific language then you add to your automation. Iideally if you build new ones for this campaign, you can then set them up and run them and then pause them again what it's done. On that note, it's also a good time now to check all of your links in all of your emails, especially if you change your site or updated your authors or you have specific tracking for your Black Friday offers as well. Honestly, this is a small thing, but it makes a hell of a difference. This is also good time for you to look at the timing, make sure that your abandoned card emails are sent quickly during the Black Friday period because it's going to be a short time for Black Friday deals. Maybe you want to make sure that also other emails are sent across at different times, that might not be the usual ones that you have for your ongoing welcome email campaigns. I know this sounds very straightforward, but we don't think about testing all the different steps from timings to broken links and even things like making your emails mobile friendly. This is going to be so important because without the basics, we cannot go to the next steps. 5. Identifying Key Segments: The next step is one of my favorite parts of crafting a Black Friday email strategy, which is looking at and identifying key segments. I'm a big fan of personalization. You probably know this by now, and I generally believe that personalization is huge on email and it's very untapped for people still. Not all of your subscribers are the same, and tailoring your messaging based on who they are, especially what they've done and how they engage with your brand, or your products is going to be huge for Black Friday success. To help you out, we're going to talk about three segments you should be focusing on, especially if you're just getting started or you're strapped for time. The first one is shoppers who haven't made a reaching purchase. These are your Dorman customers. They haven't purchased in the last three months or even more, but it doesn't mean that they're not interested. Maybe they just need the right offer. They will pull them back in. F this group, you want to deliver a great offer, something that really gets them to act. Often, a tailored discount or bonus works really well here for these people. So I really suggest sending multiple touch points to this segment. Who were others? Like sending a gentle reminder, I think is really important. Re engaging with them and then following up after that with more urgency as Black Friday gets closer, can be really powerful. Now this is where you want to segment this group based on any things any pages they've been checking before, any products they had in their cart before, anything that you can use to make it better and to make it more personalized to them, even if it's just basic interests, it's going to be huge. Last year, shoppers are also a great deal because they've already scored a deal before. So these are the people they purchased from you during launch back, Friday or Saber Monday. They might be primed to do this again this year. One of the problems and the biggest mistakes I see is that people repeat what they did the previous year. I'd like for you to think about other things. It can be Early Access offers work really well. AP discounts. Anything that almost celebrates the level of loyalty that they showed you is really important here because this loyalty will have them choose you over other brands that are getting their attention. You can building a longer term trust here and driving some good conversions for these people that already bought from you. And then there are the Window shoppers, and these are just website visitors. They haven't made a purchase. Mother shown interest by browsing your website. Hopefully, you will know this by any side of tracking. You already know what they're looking at most hopefully. So you can actually hit them up with a product specific discount, whether it's because of a link they clicked or just things that you can look at when it comes to what you can access from your data. You can actually make your messaging hyper relevant, potentially by going as far as offering them a specific offer on a specific product that they were looking at when it comes to their page views. These shoppers are usually the ones that compare prices and features and benefits across different brands. A really specific offer is just the nach they need to choose you over somebody else. Now this type of audience works really well if you're already capturing website viewers through any ad pixels or any connection between your email marketing and your website analytics, especially if you're doing social ads as well. But if you are a beginner, don't worry too much about overcomplicating the experience of the Window shoppers. But for all the Rebels are a bit more advanced. This is something that you can do and bear in modern combining email marketing with social ads for Window shoppers as well. So before we continue, which one of these strategies do you think is the most effective for converting widow shoppers during a Black Friday email campaign? A, sending a generic Black Friday discount code to subscribers. B, offering product specific discounts based on pricing history, or C, waiting until Summer Monday to send any offers. As I mentioned, just before the best thing to do is be offering product specific based on browsing history. This is super effective if you have access to any data about who they are, about the browsing history that can be tied with your website analytics, your email analytics, or potentially your social ad tracking. When possible, sending anything that is targeted to the specific people or any interest that they have will help them converting faster. This can be anything from freebies they got before, forms they joined or webinars that they were part of or products they had in their card. 6. Planning Campaigns & Timing: Now that we saw a couple of target key segments, I want to go deeper into how to take these into than designing a campaign and segnting it. This is where the proba book comes in, everything is wrapped together. I said it to you before. You don't want to just send emails for emails sake. You want to send the right messages to the right people. Right time, right channels, all the good things. So how can we do that? I want to give us a couple of examples to show how powerful segmentation can be based on what we've learned so far. First off, let's think about Black Friday as a way to build that consistency experience across multiple touch points. I want to mention this because we're looking at emails right now. This is what this workshop is about. But if you're looking at SMS, you're looking at social media, if you're looking at broadcast channels and internal loyalty programs, you want your audience to feel like every message is designed just for them. This is what we're going to do right now from em perspective, we're going to take a couple of segments and based on the customer journey, slightly adopt what we tell them and how we tell it to them. For example, let's take any loyalty members, any existing customers. We saw a couple of examples before already. These are VAPs and they deserve to feel like it. Already saw in our timeline, they actually get a bit of a special treatment, and they are most engaged customers. So I wouldn't just throw them the same offer as everybody else. Instead, I would make it exclusive and rewarding. Remember our pet accessory brand, doing bubble hats. Let's bring them back just to look at how we can start this Black Friday campaign for them, focusing on different segments. If we're looking at the VAP segment, we would offer these people access to the sale with an added perk. For example, they get double loyalty points where every purchase of our durable bubble hats for pets. So we can have an early access email with something along the lines of Black Friday deals for your pets winter wardrobe. You can even add more layers to it and have an option to tap into SMS or a short follow up email with a personalized reminder, just to kick them engaged enough. This could be a 48 hours message. Literally two days later, you can have something like, don't let your furry friends missed out. Early access to our Bubble hands su loyalty points still available. Pet choice then. In this case, again, we're showing the value of the loyalty and we're nudging them to act before the pets are left out in the cold figuratively, of course, it shows the power of segmentation. If we're stepping away from this and we're actually looking at segmenting by purchase, we have different type of customers from loyal members to soon to be customers cross. Not all of these people will behave the same way. Why would you send them all the same message? Which is why I suggest to splitting these people into different groups. Frequent customers and people that are less frequent. Let's see how we can approach both segments. This is a very common segmentation that we have if we don't have any VAP or loyalty customers. The first one will be frequent customers, and this is where we're just going to give them again, early access to some of our features or some of our products, I should say. Something like shop early and get free shipping is a really good example of customers that don't need a massive incentive to take action. So we want to focus on early access to the favorite products and give them a small bonus like free shipping. It's simple but effective. Whereas with less frequent customers, we might actually need to build more curiosity and enticement. We can say something like encouraging to discover what is new, the new collection with a special pricing attached to it. With less frequent customers for emails, I like to focus on what's fresh. I like to tempt them with something new and make it as personalized as possible to reignite their interest. It's not as much about urgency, but it's about showing them something that feels new and exclusive at the same time. So I talked about personalization, but how the heck do we do that? I want to dive a bit deeper into some practical ways to personalize our emails. Remember the goal here is to make your messages as relevant as possible to each customers. So there are a couple of things that we can do, which I mentioned already, but we're going to dive a bit deeper here. The first one is, if you're using any platforms like Shop Ifime, you've got a gold line of data already at your fingertips, which is delightful. So it automatically tracks cosoma purchases and even browsing history. So you can use this to create segments based on what people have bought or looked at. And this is something that I did with my clients as well. We did it actually through a combination of ecommerce and emails. For example, you can target customers who have purchased winter gear before with offering complimentary items specific to a new hiking experience they might have. You can also look at email marketing tools. Most email platforms come with built in segmentation features. As I mentioned, male HIM po is one that I use with my clients and I like because I could group people based on some of the journey as customers. We looked at purchase history again, for example, frequent buyers who also bought a specific product, but also we looked at email engagement, which is very important if you're following the full time line of this workshop. So people that regularly open their emails versus people that don't. But also customer lifetime value. Again, people that are VAPs that deserve a special treatment because they've been customers for a very long time. What you can also do with email especially is tag people. If you don't have access to any of the above, you can just tag subscribers based on their interest. You can get information like this on the welcome email, which is always a great way to start a conversation. But also links they'll be clicking on and start tagging based on those. You can even use pools these days as some email providers and start segmenting people based on that. This is obviously just an example of how you can do some of these things. If you're starting out and you want to create something to help you don't overcomplicate things, start with basic automated email triggers by specific actions. Thinking at least about three. I'll give you one example. If somebody buys a jumper from a shopper by website, you can send a follow up email with matching accessory. This is a very simple way to personalize one email or one activity without overwhelming yourself. Remmer room wasn't built in a day, and neither will your segmentation. But find at least one way to better identify segments of your sins based on the customer journey. Just one. And then make the time to do that. Because the more you become comfortable with it, the more tools we add to your marketing toolbox. So let's consolidate what we just learned about personalizing data, especially for Black Friday emails, which are the following is the most effective ways to personalize your Black Friday email campaign. A, sending unique discount codes to all subscribers. B, using the customer's first name in the email subject line, or C, offering product recommendations based on past purchase history. Take a moment to think about it. Don't let it trick you. The correct answer is C. You want to offer product recommendations based on past purchase history where possible. Listen, I love a good first name in an email subject, but leveraging data on what customers have previously done or bought really creates highly targeted and robot offene. This not just increases the likelihood of conversion, but also makes the whole experience so much better for them. Remember, effective personalization goes beyond using a customer's name. It's really about using the data that you have to create a tailored shopping experience that resonates with each individual customer. When it comes to Black Friday, timing is everything just in case you didn't get that. But also, it's so easy to overwhelm yourself and your audience with too many messaging and too many things to do. So before Black Friday, we talked about sending a few emails to let people opt in for your special Deal alerts. Specifically, as you're sending these re engagement and teasing emails, you actually can give people the option to opt out from your Black Friday. This not only reduces the risk of unsubscribed, but it also shows that you respect your gases in blocks. It's all about marketing too hot. So when it comes to your campaign, you want to make sure that you are giving people the option to choose whether they want to be part of it or not. And it will be a huge differentiator in your Black Friday email marketing. Once you've done the step, once you remember to almost give yourself permission and ask for permission to share all of the amazing offers with your audience, don't forget the power of AB testing throughout the whole campaign, subject lines, sending times, even content potentially. I just want to take a bit of a detour to explain AB testing if you are a beginner. AB testing emails is like a mini experiment that you run. You create two version of an email, A and B with one key difference, and that can be different subject lines, different email content, different send times. You will send version A to one half of your audience and Version B to the other half. Then you conqare which version perform better, for example. Usually it will be something like having the most opens or the most clicks. This will help you understand what resonates best with your audience, allowing you to refine your email strategy over time. Even better, you can do this automatically if you're sending a subject line for a Black Friday email. Some of the things I've seen working really well is once again, subject lines on emails that you're sending. But also, if you are pre testing a Black Friday offer, this could be a great time for you in one of your warm up emails to do a poll and ask people what are they most interested in right now to help you qualify. What are you going to launch, push, promote during Black Friday? Don't underestimate AB testing and how we can help in every aspect of this type of campaign. We talked a lot about long timelines are shortened timelines, and I've been a lot about the importance of starting with plenty of time ahead. But if you started late and you're looking at a shorter timeline for your Black Friday campaign, don't worry. I want to do the one final tip because if there were only three things that you should be looking to set up ahead of a Black Friday email campaign, you should focus on Shocker running a quick delibility audit. Make sure that your list is good. Make sure that you clean up your list. He set up automated flows for tleast abandoned cards and post purchase offers. And three, create at least one sequence of emails for your Black Friday author to go out at Black Friday and at least Saber Monday throughout that week. Extra brownie points, if I can personalize them slightly based on different segments of customers. It doesn't matter how much time you have, it's really important that you understand that Black Friday strategies are an interesting beast in the way that they are not just about the crap, which can feel extensive, they're not just about the week, which feels endless. Trust me, I've been doing this for a long time. But also it's about what happens next. This is why I want to talk about this as well. 7. Post Black Friday Strategies: After the Black Friday Rush is handed, your work is not over. I know. You get excited about sales at the beginning, and you get excited about actually seeing results. But the real challenge and opportunity lies in the days after the weeks after, I should say, your Black Friday and Sabermndi offers. Because these have opened the doors to really improving your retention strategy and make sure that your customers will coming back after your campaign. We want to create a transition now from the initial purse to a lasting relationship with your brand. What are some of the things that you can do to actually build a retention strategy after Black Friday? Let's use an example to help us bring some of these ideas into life. Before you panic because I know you might feel like Fab, I thought I was done. I just sent my last email and it's going out to the world. Remember that the more you think about the journey that goes beyond that first interaction or that one interaction, the more you're going to see the results going forward. As a marketing, right now, you left Bowl hats and you're working with a natural skincare brand and is preparing for its first Black Friday campaign. As we explore Black Friday strategy, we're looking also at post Black Friday strategy. So let's see how this brand can apply the principles of retention to turn Black Friday shoppers into loyal long term customers. Let's look at re engaging your new customers. I don't talk about re engaging a lot, but for good reason. You've got new customers, and I'm obsessed with that. I'm celebrating that with you, but we don't want to let the momentum fade. So what's the first step is to send out personalized follow up that can make them feel valued. For example, if somebody bought a natural face mask, your email could, first of all, say, thank you, and then not only give them 10% off the next purchase by pairing the face mask with natural toner or the ultimate globe, but it could also encourage them to find a full tutorial on how to run their own little spot experience with the new face mask. I think that adds value, adds context, and maybe a sprinkle of incentive to keep them coming back. If we're going to keep this up a notch and let's say you already re engaged with some of your audience and maybe these are more frequent customers, but you want them to keep coming back. This is where we're going to get even more incentives. We're going to give them a reason to actually come back to you and incentive emails are the ones that I like to send with a specific pacing. If at first I give a bit of context and a bit of value, I would wait maybe after a couple of weeks and then having some monthly or even quarterly nudges because anything like daily emails or weekly emails can feel very aggressive. So let's say a customer bought your serum during the sale. Following up after a couple of weeks, asking for their opinion, I'll get to that as well and then suggesting that they could actually look at combining the serum with your turner and moisturizer for a bundle that saves them over 20% and also encourage them to the user as part of a loyalty program, could be a really powerful way to give people a great deal and start introducing ways for people to become loyal customers. Because this is the next step of any incentivization, especially with customers, the Black Friday customers is a great chance so they might be interested in enjoying a loyalty or referral program. This is where you can transform, obviously, a one time buyer into a superfan. It's really important that you know where you time this, this encouraging them to sign up to a loyalty program. I love to do this either in the first email where I thank them and I welcome them after the purchase. Or I like to do this after a couple of emails that will be maybe after a month or so. Because this approach is not just about getting folks to come back. That's pretty great. We love that, but it's also about growing your community through the power Word of Mouth. After all, good news travel fast. Hopefully, by providing great products and a great experience, people will be encouraged and incentivized to sign up for our loyalty program. Finally, let's talk about reviews and let's talk about feedback, which is a shocker coming from me right now. A few weeks after the purchase, send your customers a quick note, can be anything like love the natural face mask, leave review and get 50% of your next order. An example like this is a win win. You get valuable feedback and they get another reason to shop. When it comes to these emails, I will say least choose two of these emails or strategies and then schedule them across the first month after your Black Friday campaign. You can do all four, but in this case, you would want it to stretch a bit more. 8. Running a Campaign Analysis: Almost at the finish line, and now we need to just step back and actually look at how things have been going. Ideally, post, your Black Friday campaign, you can actually look at what has worked and what hasn't. And it's not just about patting yourself on the back and I'm obsessed with that, I'm obsessed with celebrating us and the hard work, it's also about learning what worked and what didn't to make things even better for the future. After your Black Friday campaign, I wanted to look at three things at the very least. First up, your open rates. Is little nugget will tell you how many people actually opened your emails. And it could be interesting to see whether it lower down has things progressed or if it stayed quite consistent, which means you actually got people interested all the way throughout. Next, click through rates, and this is really where the Rubber meets the road. Were people actually engaging with your content? If not, it might be worth it to think about the offers that you were giving them throughout the Black Friday email. Also conversion. This is the real literalist the moneymaker. But we want to see how many of those cliques turn into cash. Now, the reason why this is important is because you can set a benchmark of what has worked and what hasn't and look at things like landing pages, checkout process as much as the emails themselves. This helps you looking at numbers, and then if you have time, which I would encourage, you can dig deeper and look at patterns beyond that. You can step back and ask yourself, did any of these emails in my campaign perform better than others? Where are some of these actually having more engagement? This will help you maybe looking at what offers people loved, what kind of content resonated with them, or potentially also what really spoke to them for the campaign. Based on what we just talked about, which of these following metrics is the most directly related to financial sex in a Black Friday email campaign? Is it A, conversion rates? Is it B, click through rates, or is it C, email list size. Take a moment to think about it. Remember, we're looking at the metric that's most closely tied to actual sales. The correct answer is A, conversion rates. I actually want to talk about email list size for a second, though. Yes, conversion and open rates are amazing. But if you have been following the timeline and you've been doing the work correctly, we'll actually start seeing that hopefully your audience has also grown hopefully seven weeks or four weeks based on the fact that you've done lots of prep and lots of warming up of your audience, bringing new people in, and making them excited about your offers. Because remember, Rebels, analyzing your campaign isn't just about looking back. It's also about looking forward. After all, the best marketers are always learning and always improving. 9. Final Takeaways: Whoo. Alright, we have covered hopefully everything you need to build an unstoppable Black Friday email strategy from early preparation to post sale retention. My parting away gifts are the importance of early preparation because it can impact the effectiveness of the Black Friday campaign. But also the power of segmentation. Tailor your messaging to different customer segments for better engagement and results. Audit, audit, audit. Make sure that your emails are reaching your customer inbox by maintaining a healthy list. This is the time for you to check this out and review it. Finally, don't forget retention. Keep customers engaged after Black Friday with strong retention strategies. Because remember, hopefully, your customers are for life, not just for Black Friday. Keep them engaged, treat them like the wear piece they are. Trust me, the result will follow because all the practice you're putting in makewap progress. I hope this was insightful for you and I hope you can get in and put this all into practice with your own kick *** that Friday email campaign. Until next time, class is dismissed.