Black Friday and Cyber Monday represent the biggest opportunities for businesses to meet their annual sales goals. Black Friday is the day after Thanksgiving, with Cyber Monday happening after the holiday weekend. This year, Cyber Monday will fall on November 29.

Experts predict that Cyber Monday 2021 will be the largest online shopping day in U.S. history. BlackFriday.com projects that ecommerce sales on Cyber Monday will reach around $11.8 billion this year. 

Email marketing is one of the most effective channels for promoting special offers to your audience on these dates. You must run an effective email marketing campaign.

How? Here are tips you should consider. 

1. Make a gift guide 

One way to remain competitive is by publishing an online gift guide. Gift guides give shoppers ideas for products at different price points. Importantly, you can release your guide one or two weeks before the big day.

Your gift guide can provide shoppers inspiration and help them select products. It also allows you to showcase your products and the special offers you’ll be running.

You should publish your gift guide on your website or blog. Once it’s up, promote it through marketing emails, and make it easily accessible through the site. You should also promote it through social media.

Ideally, you should split your gift ideas with offerings targeting your different customers. For example, you can segment your gift guide to have one set of gifts for males and a different set for females. Or, you could have different guides for different age groups.

Another popular way is to organize your gift guide is by price: “Gifts under $20”, or something similar. You can attract customers looking for a cheap gift or have a set budget. When it comes to loyal customers, you can also create special offers based on their previous purchases.

In the example below, on the Rachel Parcell website, you could find gift guides for men and for women.

Promoting relevant offers to your target audience will help you boost sales. We’ll discuss the importance of audience segmentation in the next section.

2. Segment your audience

Over 80% of marketers don’t segment their email database. They send one email to their entire list. The data below shows the typical behavior of email recipients:

• 60% delete the email
• 27% unsubscribe 
• 23% mark the email as spam

To improve the relevancy of your messaging and boost your sales, segment your list. Common ways eCommerce stores segment subscribers include splitting them into groups based on location, website behavior, spending habits, etc.

Creating email marketing content targeting different segments should be straightforward, and the results generally boost your profits. Consider the example from Road Runner as a case in point.

In the email, Road Runner created two email templates. One email is for females, and one for males. Such simple segmentation automatically increases the relevancy of the offer to your audience.

Your ability to segment your audience will be based on the data you are collecting. If your email provider connects with your eCommerce platform, you should be able to share data.

For example, you will know the sex of the person and can segment people based on spending habits, customer loyalty, etc. You can segment people on your email list in other ways too.

For example, you could use a quiz funnel to segment your audience before the promotion. Simply ask people what products they are most interested in buying over Black Friday and Cyber Monday. Then, before the big day, send an email with relevant product offerings based on what the person on your email list wants to see.

Finding the right balance in segmenting your list is important. You want to keep that balance between the amount of effort it takes to segment your audience and the returns you’ll generate.

3. Create an email marketing campaign structure

You need to decide how many emails you want to send to your audience over the promotion. You might want to send several emails as part of your email marketing campaign. But before you send the campaigns, you might want to go for email warming to have better deliverability of your emails.

Here’s an example of a Black Friday Cyber Monday email campaign:

• Send a pre-announcement email before your sale starts
• Share a list of relevant products you’re offering at the beginning of the sale
• Provide exclusive offers (additional discount with promo code or offering exclusive products) – before the end of the sale
• Send a “Last Chance” email just before you close

It may seem like a lot of work, but there’s a correlation between the number of emails you send and your profits. In fact, most of the sales you’ll generate will happen on the first day of your promotion and the last day.

You can use email automation to set up a sequence of emails. 

Even if you don’t send multiple emails as part of a campaign, you should have a system for sending follow-up emails. For example, you can send a follow-up email to someone who opened your email, clicked on a link, but never made a purchase.

Having basic email sequences in place, like abandoned cart emails, is important too.

4. Make a pre-announcement of your sales

To create anticipation for the sales, you can send an announcement email 7-10 days before the big day. Announce when your sale starts and ends, state the conditions, and share some of the highlights.

Subscribers want their favorite products available at a bargain price.

In your pre-announcement email, you can highlight the products you expect people to be most excited about. You should emphasize the discounts, as well as any limited stock available.

Limited stock can be a great selling point for Black Friday and Cyber Monday. For example, emphasizing that you only have 100 units of a certain product on offer at a certain rate can create Fear Of Missing Out (FOMO).

Look for ways to incorporate FOMO in your email marketing campaigns. You might want to create custom landing pages for such an offer. You can easily do so with a free website builder or landing page builder. You could do this with Colibri page builder, or check this list of some free website builders just in case you want to take this approach.

To be clear, you can reference the offers you’ll be running for Black Friday or Cyber Monday in other content. As you can see from the example above, AppSumo references Black Friday in the footer of their regular emails. They start to do this more than a month before the event.

Instacart is another brand that starts Black Friday early. As early as the Tuesday before Thanksgiving, they already send coupons to their email subscribers:
Instacart customers can use these coupons at selected stores, including Walmart, Costco, and Staples, up to early December. However, these come in really handy during Black Friday and Cyber Monday.

5. Give loyal customers a unique deal

Giving loyal customers a unique deal is a brilliant tactic to increase sales and boost average order values during Black Friday and Cyber Monday without hurting your profit margins. Take the example below from Estee Lauder for inspiration.

Source

The seller combines Black Friday deals with their loyalty program and gives double points for purchases made on the day. It’s a smart tactic to make your most loyal customer shop in your store.

Running these types of offers is straightforward if you have a loyalty program. Just send an email to people who shop with you regularly to highlight what you have to offer.

The value of this approach is that it’s a way to say thanks to your loyal customers.

6. Send one email for both holidays

While I mentioned you could send multiple emails to subscribers, not everyone will appreciate getting persistent emails in their inboxes. After all, nobody wants to receive three emails from the same company in a short period of time.

An alternative approach to running email campaigns is to send just one email for the entire promotion. Black Friday and Cyber Monday go together. You could combine them in one email or make your offer last for four days instead of offering two separate ones.

Adobe Analytics has made some predictions for 2021 holiday spending. The graph above illustrates Cyber Monday’s “Golden Hours” with the peak between 7-11 pm.

A nice example of a company that takes this approach is AppSumo. They only send one email per promotion to their list, and they only mail subscribers about top-performing offers. This comprehensive case study provides some great insights into running time-limited offers and high converting email campaigns. It’s well worth reading.

7. Send a “last chance” email a few hours before the sale ends

Even if it’s Black Friday or Cyber Monday, your subscribers will probably have a hundred reasons not to take you up on your offers. They might not be convinced that they want your products that badly or are still looking for better offers. It could also be as simple as finding your store and forgetting about it right after. 

Sending a “last chance” email could help you generate added revenue by reminding your subscribers that your offer still stands — and is better than others out there. They reinforce limited-time offers by strengthening customer FOMO as the deadline for availing of your promotion draws nearer. 

Here’s the last chance email that I received from Grammarly on Black Friday:

Many last chance emails contain the words “last chance”, “almost over”, and “limited”. All of them say, “It’s now or never”, thus succeeding in converting customers who are still on the fence about clicking “Buy Now”.

8. Give your email design some thought

You want an unforgettable Black Friday and Cyber Monday marketing campaign. Typical Black Friday emails follow a black and white design. Gold is commonly used, but you can go for any color you want. 

Banners are usually the face of all emails. Pay attention to them. You’ll also need an attention-grabbing subject line. 

A good idea would be to create matching Black Friday and Cyber Monday email campaigns.

Answer these questions before deciding on the design:

• What did you do last year that worked?
• What did your competitors do?
• Which items have been the most popular in the last few weeks?

Using bold colors and fonts, combined with an original design, will help increase your click-through rate and conversions. Other good ideas are GIFs, interactive carousels, and videos. Don’t overdo it. One or two animated elements per email are enough.

9. Run email retargeting campaigns

Have you ever visited a website, browsed through some items without adding them to your cart, then received an email about those items? If you’ve had this experience, you’ve probably seen email retargeting in action. 

Email retargeting works by tracking customer behavior through website cookies. These cookies store information on the items you click on. Some forms of email marketing, on the other hand, use what marketers call pixels, or HTML tags that track customer behavior, including visits to product pages and shopping cart abandonment. 

Here’s a retargeting email I received after I added Zoom Meetings Pro to my shopping cart and closed the browser window by mistake:

Zoom already had my contact details as part of the signup process, which allowed them to send me the email above. As a result, I remembered that I was in the middle of a transaction and returned to the Zoom website to complete it.

Retargeting also works with other digital marketing channels, including paid search, display, and email. Use retargeting to show your ads again on the next website or mobile page they visit. 

10. Pay attention to the CTA & Messaging

The final tip in this guide is about your Call To Action or CTA.

When talking about a CTA, most marketers will focus on the button’s color or the word or phrase you use. The button’s color is important to a degree. It should stand out from the rest of the copy, and be noticeable.

After all, fewer people will visit your website if you can’t see the CTA clearly or it’s difficult to click.

However, you should always consider the CTA within the context of your content.

The messaging within your email needs to have one clear focus. Your goal is to generate that click to your website. Your headline should outline the purpose of the email, and the copy should highlight why people need to click on your CTA.

Don’t try to sell the products you are promoting through your email. That’s what the sales page is for. Your goal is to get that click.

Also, make sure you use simple and clear messaging, avoid using spammy words, and don’t promise in your special offers more than you provide. People are aware of Black Friday and Cyber Monday scams, so be clear, honest, and straightforward with your newsletter messaging.

Bottom Line

Promotional emails are one of the best forms of digital marketing. Make sure to share your Black Friday, and Cyber Monday deals with your customers successfully.

Don’t be afraid to use some humor. A simple joke, a slogan, a funny photo, or a GIF can work.

Lastly, don’t forget to optimize your emails for mobile. Almost half of the marketing emails are opened on a mobile device these days.

The post 10 Email Marketing Campaign Tips for Black Friday and Cyber Monday appeared first on ColibriWP Blog.

So, if you feel you’re in good company, you’re damn right. 

In the era of digital technology, small and large businesses are aiming to establish or already have a well-developed online presence. Product or service promotions, advertisement, and marketing are now preferred to be done with the help of digital media, through sources such as emails. As email marketing is one of the easiest and cost-effective ways of promotion, marketing your WordPress business while using the tool for your emails is not an exception.

 Email marketing is all about sending messages and updates, informing your subscribers about what’s happening on your website. It is a great way to keep your audience interested and engaged. You are probably now wondering how can you send so many emails without spending so much time and effort? Well, we are ready to help and guide you through this email marketing journey.

Now, first thing first: email marketing campaigns happen inside a lead generation strategy. First, you need to grow an email list, before sending them custom messages and follow-ups.

Website Lead Generation

The process of website lead generation usually begins once your website visitor clicks on a call-to-action button.

It might be located in one of your business pages or blog posts. However, it is not enough just to have a button on your website and wait for the leads to appear. To be able to successfully generate them, marketers need to take more strategic methods and approaches. Here are some tips:

1. Start by running an audit to find out where most of your online traffic comes from: your business page might get visitors from your blog posts, live chat, email marketing, or social media.
2. Once you are aware of what is attracting the most contacts (aka leads), make sure that you realize them by creating landing pages that are attractive and eye-catching to keep the attention and make them share their contact data with you. Most of the time, when we design a lead generation strategy we need to create a win-win opportunity, contact information in exchange for some valuable resources (called gated content).
3. Use forms that are not too intrusive. Don’t abuse form fields. In B2B, companies use forms for segmentation purposes as well, in order to personalize better future interactions.

Lead Magnets

Lead magnets are considered to be one of the best tools used in lead generation ways to increase the number of subscribers. It is an encouragement that a business offers to potential customers in exchange for their contact information (most importantly, email!). Lead magnets are usually providing content that is digital and easy to download such as eBooks, videos, PDF checklists, etc. A good motivation will give you access to the email addresses which could, later on, be used to create stunning newsletters which will engage the potential buyer and generate interest, so if your company has not tried it yet – now is the time for you to consider lead magnets for your WordPress page. Here are some suggestions on how to make a great lead magnet: 

1. Guarantee a benefit – your lead magnet should guarantee a benefit to your potential customer, it should help them accomplish something they were looking for. Make sure you add high-value content which will actually bring advantages.
2. Specifying your lead magnet – rather than creating something generic, ensure your magnet is more specified as it will benefit you by receiving the details of the target market which will have the potential of becoming your customer.
3. Easy access – make sure that your lead magnet is easily accessible and can be instantly opened or downloaded once the contact details are entered. 

Here’s a great example from Planable. They’re offering some cool social media holiday kits.

Lead Generation Popups

Once your potential buyers visit your landing page, a popup might be the reason they stay. Increase your chances of generating leads by attracting attention via a well-structured and engaging popup. Before you start, check out the ways on how to get the most of your popups: 

1. Ensure your popup has a clear exit method – it will decrease the chances of your website being fully closed as people tend to get frustrated once they cannot see the popup exit button. 
2. Entry/Exit popups – a well-developed popup straight after the visitor clicked on your website is an opportunity to attract attention. It might also be a good method to keep the visitor scrolling through your website and keep them engaged – just release a popup right before the customer is willing to leave the page. 
3. Well-performing popups need to be relevant – they will improve your landing page conversions. Remember to relate the popups to the product or service you offer, do not forget to treat your leads with an exclusive discount to make them stay on your website. 

Here is an example, how you can grow an email list offering valuable lead magnets with a pop-up on your website:

You can also tempt your prospect with a discount or deal, in exchange for their email address.

Newsletter Subscription

The email newsletter is the best way to inform your subscribers, give them updates and offers which would make your leads convert. To make your potential buyers sign up for your newsletters you should consider adding the following suggestions to increase your chances of success: 

1. Offer a discount or exclusive deal – give your subscribers value and encouragement to sign up for your newsletters by offering an incentive.
2. Use proof and add value – demonstrate the number of existing subscribers and present the value your newsletter will bring them.
3. Remove the concerns – people are afraid to give their details because of often email spam. Clarify your intentions and inform your subscribers by telling them what type of content they will receive and how often it will happen.

Targeted Email Marketing Campaigns

Once you have your potential customers on your subscribers’ list, it is time to deliver valued content that will make them your customers. The best way to connect with your audience is by personalising your email, targeting them with customized content, giving your subscribers a feeling of an ‘email from a friend’ rather than from a marketer. To create a positive email experience, you may want to consider: 

1. Asking the questions to collect the data and to personalize the emails in the future.
2. Segmenting your audience and sending targeted emails based on location, gender, age, or behavior.
3. Incorporating your current CRM and eCommerce platforms to broaden your multi-channel marketing strategy.  

The Anatomy of an Email

Designing an eye-catching email is not easy, but once you nail it, it is impossible to resist and not open the email you sent. So let’s take a look a bit at the anatomy of an email:

1. The sender. A tip here would be to use real names, like “George from Sender”. It will feel more personal.
2. The subject line – this is the title of your email. You might want to personalize it, highlight the value the reader will gain from reading the email, or a specific offer. You can even use emojis to suggest a feeling.
3. The preview text – this is a short text that can give a sneak peek into the content of your mail. It will show up below the subject line.
4. The body – this is the actual content of the email. You can mix text, images, videos, to convey your story better. Sender offers a large library of email templates that you can use to design and create top-notch emails and newsletters that convert. Make sure you use headings and subheadings to separate the information, choose fonts that are easy to read, and do not overcomplicate the text. The message in your email needs to be short and sweet.  
5. Optional: call to action – if you want the reader to act on something: get in touch with you, download a resource, get a discount, make sure that you include a relevant call to action button.
6. Footer – in the email footer you can include copyright information, privacy info, the option to unsubscribe, company details, and also links to social profiles.

Email Tracking and Measurement

A well-executed email campaign can generate leads, increase sales and customer loyalty, enhance repeat business and even decrease marketing costs. As the first step is to create, design, and send the best version of the email, you also have to think of how you will measure and track the success of your email marketing campaigns. Let’s check some top email tracking metrics: 

1. Delivery rates – this measure is a beginning point that observes the power of your email list. High deliverability shows that you are reaching your selected audience. If deliverability is low, you will need to work on rebuilding a stronger subscription list.
2. Open rates – once your email was sent successfully, the following measurement is to evaluate how many people actually opened your email. As discussed previously, the biggest influence of the email opening is an engaging subject line that will make it impossible to resist.
3. Click-through rates – last but not least, you must measure how many people clicked on your call-to-action button. This is where the importance of your email content steps in. Relevant emails have higher click-through, this means that you should segment your contacts and send targetted email marketing campaigns. 

WordPress Plugins for Email Marketing

WordPress does not have any email marketing feature by default, as you’ve figured that out already You will need to install an email marketing WordPress plugin in order to grow an email list and to set up targeted email campaigns. Most of the plugins out there will allow you to segment contacts, create automated workflows, design email using templates or HTML code. 

Sender is definitely a great and handy plugin for your WordPress website. You will surely be taken to a whole new level with all the email marketing features offered:

• Drag and drop builder
• Custom HTML editor
• Stunning pop-ups and forms
• A full library of email templates
• High deliverability
• Dedicated customer support
• Advanced analytics tool

The Sender plugin will help you generate those leads and convert them to long-lasting and loyal customers.  

This being said, good luck with your own lead-gen strategies!

The post Email Marketing for WordPress: a Look under the Hood appeared first on ColibriWP Blog.