The most anticipated shopping season of the year is fast approaching: Black Friday and Cyber Monday. These dates represent a great opportunity for brands looking to increase sales and strengthen customer relationships. Email marketing continues to be one of the most effective strategies for generating traffic, capturing customer attention and driving conversion during this discount season.

Here is a step-by-step guide to help you design effective and targeted email marketing campaigns for Black Friday and Cyber Monday.

1. Segment and personalize your audience 

The first step to a successful email marketing campaign is to make sure your message reaches the right people. Segmentation will allow you to tailor your email content to the needs and preferences of each customer group. You can segment by factors such as

• Purchase history: Offer complementary products or new launches to frequent customers.
• Previous interaction: Focus your messages on those users who have already shown interest in your products.
• Geographic location: Adjust your offers according to regional product availability or delivery time.

Personalisation of messages is also key. Use the customer’s name in the subject line and tailor offers based on their browsing or purchase history. This will increase the likelihood of opening and conversion.

2. Create an email timeline 

Planning a series of emails to generate buzz and capture attention at the right time is crucial. Here is an example of a timeline:

• Anticipation phase (1 week in advance): Send a teaser email with a preview of the offers. You can include messages such as ‘Coming soon…’ or ‘Save the date’.
• Launch of offers (Black Friday/Cyber Monday): Send an email with the details of the offers on the same day. This email should be direct and easy to navigate so that the user does not miss any promotion.
• Last chance (next day): End the campaign with an urgent message. Use phrases such as “Last hours “ or ”Don’t miss out on these exclusive discounts ’ to encourage those who have not yet purchased.

Tip: It is important not to saturate your audience with too many emails. Instead of sending multiple daily emails, focus on the right timing and content to maximise open and action without causing subscriber fatigue.

3. Use irresistible subject lines 

Subject lines are the first contact with the customer and can make the difference between an email being opened or ignored. Try short, eye-catching subject lines that include elements of urgency, such as:

• ‘Last hours to take advantage of up to 50% off!’
• ‘Exclusive to you: offers for a limited time only!’
• ‘The discount you’ve been waiting for is here’.

Avoid falling into common phrases and add strategic emojis that capture attention, such as ⏳, 🔥 or 🛒, but always keeping the message professional.

4. Offer exclusive discounts and benefits.

Customers expect significant discounts on Black Friday and Cyber Monday, but exclusive offers for subscribers can be an added incentive. You can offer benefits such as:

• Discounts only for those who open the email or click on the link.
• Early bird offers for subscribers.
• Free shipping or additional loyalty points.

This type of incentive not only increases open and conversion rates, but also builds customer loyalty by making them feel valued.

5. Emphasise urgency and scarcity 

The psychology of urgency and scarcity is especially effective in this day and age. Tools such as in-mail countdowns, phrases such as ‘few units available’ or ‘limited time only’ can motivate the customer to take action quickly.

A countdown timer in the email generates a sense of immediacy that can be the final push for the user to make the purchase.

6. Optimise for mobile devices 

Today, more than 60% of users check their emails on mobile devices.

Make sure your emails are responsive and have an attractive design that looks good on any device.

Here are some tips:

• Use clear typography and appropriate font size.
• Place buttons and calls to action (CTAs) that are easy to touch on small screens.
• Make sure images load quickly and don’t clutter the design.

A good mobile experience can make the difference between a successful purchase and a lost customer.

7. Include clear and direct CTAs 

Calls to action should be clear, visible and direct. Use CTAs such as:

• ‘Buy now’
• ‘Discover your offers’
• ‘Take advantage of up to 50% off’.

It is advisable to include a CTA at the beginning and at the end of the email to guide the user through the content. This will make it easier for them to perform the desired action without complications.

8. Test and measure your results 

Finally, one of the keys to email marketing is constant analysis and optimisation.

Perform A/B tests for your subject lines, email design and CTAs.

Monitor metrics such as open rate, click-through rate and conversion rate to adjust your strategy in real time.

Testing will allow you to discover what works best for your audience and optimise your future mailings.

Conclusion

Black Friday and Cyber Monday are unique times to connect with customers, increase sales and build loyalty. A well-executed email marketing plan, with personalisation, urgency and clarity, can be your best ally to get exceptional results in this season of offers.

Ready to implement these strategies and optimise your email marketing campaigns? Success this season is just a click away!