Black Friday marks the zenith of the year's
, and many customers
are barraged by countless offers in their inboxes. In order to stand
the crowd, the savvy email marketer has to ensure that their Black
is both innovative and effective.
Retailers Hope To Salvage A
In this economy the opportunity to purchase products at deep discounts
impetus for countless thousands of consumers to line up for hours
before a store's
opening, or to wait patiently at their computers for midnight on Black
in order to jump on the outrageous deals being offered. By strongly
deeply slashed loss leader products retailers hope to draw customers
that they can be redirected to another product with a better margin.
WalMart and Target selling 32" flatscreens for an unprecedented price
$250, this Black Friday is shaping up to be the most competitive ever.
Quality Trumps Quantity
The primary error many email marketers make during the holiday season
they drastically increase the frequency of their sending. Although this
can yield limited short term results, it also leads unsubscribing
In order to differentiate your email from the rest of the Black Friday
a quality email which is fully relevant to that particular consumer
their previous purchases and preferences will draw a much greater
the usual generic coupon. Many consumers dread facing the elbowing and
of stores on Black Friday, so they prefer to shop from the comfort of
computer. Providing these individuals with special Web-only offers
keyed to their
previous behavior is an effective way to yield positive results. People
review their inboxes while eating lunch at their desk, so email
to schedule their emails to be delivered at that time. Any Black Friday
which are set to be delivered on Thanksgiving should be instead be
for early morning or late evening, as most people will be engaged in
at other times on Thursday.
Almost 70% Of Your Emails
Many marketers' emails show up in inboxes as nothing more than a pile
red Xs, as over two-thirds of all ISPs have their email defaults set to
all images. Ensure your email is comprehensible with and without the
viewed so that your essential message will still be communicated.
All relevant text should be in HTML
Before approving the email make
sure to see it
Ensure each image tag is clearly
Link Your Email To Real-Time
Since marketing efforts on Black Friday focus on the availability of
many emails push items that are already sold out by the time the
them. Link the email to a real time updated promotion residing on your
so when you've sold out of iWidgets you can push the iThingies you
in stock. Black Friday emails are overwhelmingly promotional, so stand
limiting your pitch copy to no more than one quarter of the email,
balance for content that engages the reader, such as quizzes, polls,
editorial content. Urologists use code words when they exchange email
of the phrases used by erectile dysfunction marketers automatically
filters. Never use any of the common phrases in your HTML that will
one way trip to the Junk Box.
Apply these email techniques and your results from Black Friday will
into a Rosy Monday bank balance.