3 Top Tips How to Make Good Use of Black Friday
Today we celebrate Black Friday that is geting more famous not only in US but also in whole Europe. You can “celebrate” this day in only one way - by enjoying sales and buying cut-price products. As all type of holidays, this is real celebration for trade and marketing (especially online marketing) sector. For this reason I would like to have a closer look at email marketing campaigns that we send from the other side, change perspective to get better results.
During the planning of e-mail campaigns, the celebration of the special holidays such as Black Friday, Valentine's Day or Christmas, it's easy to get stuck in a rut. You can catch yourself repetiting schematic design newsletters. When you prepare Black Friday mailings this yaer you should try to go beyond the standard thinking and surprise your potential clients with some extraordinary concept.
I would like to give you a few simple tricks that help you to add to mailing some glamour:
Black Friday is the moment in which consumers are far more likely to interact with brands. They are looking for special offers during this time and e-mailing is the easiest and the most effective channel to reach potential and existing customers.
A way to revive the mailing message is by simply putting it in to a motion by adding an animation or video. The best format for video directly in the e-mail is an animated GIF that is easily read by most email programs. Animated GIFs must be used primarily as a few seconds notice. If you wish to use it as a full video, GIF can be equipped with a play button redirecting to the landing page. With this simple function, we can create surprising compositions.
On the occasion of Black Friday a countless newsletters in black colour will end up in the inboxes of our customers. In the same way, on February 14 sprinkled with hearts and roses messages will be colored with all shades of pink and red.
Revel a little bit and walk away from the clichéd colours and phrases! If you know that your customers will like this idea, Black Friday can become Pink Friday.
An interesting example of that reversal of the standard pattern upside down can also be a emailing of Sailor Jerry Company, that used Valentine's Day to send a strongly anti - Valentine's Day newsletter. An unconventional title "This is Not a Valentine´s Sale, Goddammit", message content and graphics certainly caught the attention of users and allowed the company to stand out in the flood of hackneyed and corny Valentine's Day campaigns.
Slogans that we use to encourage potential customers to buy the product or use our services must be catchy, witty and engaging. Try to change the "classic" call-to-action button in something new. For example a compelling game that draw consumers in, will have such an better effect than placing a simple “buy now” button.
It will also be helpful to include in your newsletter the aforementioned GIFs, that apart from enliving messages, will activate users. You can also surprise your clients by introducing some kind of puzzle. This could be for example a roulette that stops only when you click on it and lead you to the landing page, where an attractive offer prepared especially for you is waiting.
Using a special occasion in e-mail marketing campaigns is almost a standard. But Black Friday not always has to be black or Valentine's Day pink. When you are planning your next campaign think how can you catch the attention of consumers who apart from your newsletter will receive dozens of others maintained in a similar convention. A bit of courage, sense of humor, fresh ideas and going away from standards will definitely be appreciated by your subscribers.