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How my clients are going to dominate BFCM w/ email marketing…
...and how you can, too!
[For email marketers, ECOM owners, and interested peeps]
THREAD time, baby!
...and how you can, too!
[For email marketers, ECOM owners, and interested peeps]
THREAD time, baby!
First of all, everyone knows it’s going to be the biggest BFCM ever.
That ain’t a secret.
But I think there are some companies that miss the point of Black Friday.
And it hurts their business 6-12 months *after* Black Friday.
Let’s talk.
That ain’t a secret.
But I think there are some companies that miss the point of Black Friday.
And it hurts their business 6-12 months *after* Black Friday.
Let’s talk.
You must remember that Black Friday is just one part of the narrative your business tells.
It is…
One day.
One week.
One month.
...of sales.
If you’re only making money on BF, you’re not a sustainable business.
So, how does this change your preparation?
It is…
One day.
One week.
One month.
...of sales.
If you’re only making money on BF, you’re not a sustainable business.
So, how does this change your preparation?
You can’t *only* sell sales during Black Friday.
There has to be a brand behind the sales.
Meaning, if your campaigns are *only* filled with “50% OFF” flash sales,
you’re missing out on a lot of present and future dough.
But let’s dive a little deeper.
There has to be a brand behind the sales.
Meaning, if your campaigns are *only* filled with “50% OFF” flash sales,
you’re missing out on a lot of present and future dough.
But let’s dive a little deeper.
Should you sell the sale?
Of course.
Should you make the offer good?
Duh.
Should you make the offer clear and enticing?
YES.
But you can’t *only* sell the offer and expect to make bank.
You’ll get yourself in trouble if you don’t sell your brand, too.
Here’s why
Of course.
Should you make the offer good?
Duh.
Should you make the offer clear and enticing?
YES.
But you can’t *only* sell the offer and expect to make bank.
You’ll get yourself in trouble if you don’t sell your brand, too.
Here’s why
When you incentivize people to buy for the discount...
...you’re telling them that the *only* reason they should buy from you is because you’re giving a discount.
You’re killing your brand for the days *after* BF where a discount is not given.
DON'T MISS THIS POINT
...you’re telling them that the *only* reason they should buy from you is because you’re giving a discount.
You’re killing your brand for the days *after* BF where a discount is not given.
DON'T MISS THIS POINT
So even if you dominate Black Friday...
...a wasteland is coming, and it’s going to hurt.
Your customers are not committed to your brand.
They’re committed to the discount.
So you will *only* make money with a discount going forward.
...a wasteland is coming, and it’s going to hurt.
Your customers are not committed to your brand.
They’re committed to the discount.
So you will *only* make money with a discount going forward.
This is why BF is a SMALL PART of the narrative your business tells.
Now, let’s not be naive.
BF is an enormous opportunity to make sales, and if you want to make it in the ECOM world, you have to dominate BFCM.
No question.
But don't lose your long-term vision.
Now, let’s not be naive.
BF is an enormous opportunity to make sales, and if you want to make it in the ECOM world, you have to dominate BFCM.
No question.
But don't lose your long-term vision.
I think I’ve hit on this enough.
Let’s move on to some specifics of email.
Some of this may seem basic, but that’s the point.
The goal is to do the fundamentals better than everyone else.
So, in rapid-fire fashion…
Let’s move on to some specifics of email.
Some of this may seem basic, but that’s the point.
The goal is to do the fundamentals better than everyone else.
So, in rapid-fire fashion…
Tease Black Friday Sale -
You have to let people know when your BFCM sale is dropping.
*Everyone* is running an early bird sale this year (big box stores are running an early month sale, and Home Depot is doing a 2-month sale)
Tell them when it’s happening.
Make it clear.
You have to let people know when your BFCM sale is dropping.
*Everyone* is running an early bird sale this year (big box stores are running an early month sale, and Home Depot is doing a 2-month sale)
Tell them when it’s happening.
Make it clear.
Bigger discount on BF? -
Because companies are doing an early bird sale, everyone is going to wonder…
“Will the discount be even bigger on BF? Should I wait to buy?”
If the early sale is the same as the BF sale, SAY SO IN THE COPY.
Will increase conversions dramatically.
Because companies are doing an early bird sale, everyone is going to wonder…
“Will the discount be even bigger on BF? Should I wait to buy?”
If the early sale is the same as the BF sale, SAY SO IN THE COPY.
Will increase conversions dramatically.
Communicate your brand -
Remember, we’re not *just* selling discounts.
You’re still selling your brand and the outcomes your product can help a customer achieve.
“50% off”
or
“50% off + a rockin’ bod”
Which would you take?
Remember, we’re not *just* selling discounts.
You’re still selling your brand and the outcomes your product can help a customer achieve.
“50% off”
or
“50% off + a rockin’ bod”
Which would you take?
Don’t yell -
80% of companies are going to write subject lines and emails like this…
BLACK FRIDAY SALE NOW
GET IT NOW
BUY NOW
DO IT
DO IT
DO IT
No, screw you
Cont’d
80% of companies are going to write subject lines and emails like this…
BLACK FRIDAY SALE NOW
GET IT NOW
BUY NOW
DO IT
DO IT
DO IT
No, screw you
Cont’d
Can you have a big sales headline?
Yes
But check this out.
BLACK FRIDAY SALE
BLACK FRIDAY SALE
BLACK FRIDAY SALE
Sold out
BLACK FRIDAY SALE
BLACK FRIDAY SALE
Which one stands out?
This is going to happen on BF.
Watch.
Yes
But check this out.
BLACK FRIDAY SALE
BLACK FRIDAY SALE
BLACK FRIDAY SALE
Sold out
BLACK FRIDAY SALE
BLACK FRIDAY SALE
Which one stands out?
This is going to happen on BF.
Watch.
Email your list often -
At least once a day during this time.
People are getting drowned in emails.
Even the ones who WANT to buy from you are going to need some help.
At least once a day during this time.
People are getting drowned in emails.
Even the ones who WANT to buy from you are going to need some help.
The other thing I’d say about BF that I forgot to mention…
Is that gift-giving should be a focus.
This is when most people buy their Christmas gifts.
Especially for current customers (those who have bought from you at least once)…
You should be emphasizing gift-giving.
Is that gift-giving should be a focus.
This is when most people buy their Christmas gifts.
Especially for current customers (those who have bought from you at least once)…
You should be emphasizing gift-giving.
I’d go into BF email strategy, but it’s pretty simple...
- Tease your BF sale a few days early
- Thanksgiving email (keep it simple)
- BF drop
- Reminder email about BF sale
- Last chance BF
- CM sale
- Last chance CM
Done.
- Tease your BF sale a few days early
- Thanksgiving email (keep it simple)
- BF drop
- Reminder email about BF sale
- Last chance BF
- CM sale
- Last chance CM
Done.
I wish you all a very profitable BFCM, friends.
Teaser: I'll be dropping the "firing the client" story later today or tomorrow.
Be on the lookout.
I'm *always* appreciative when you guys RT the first tweet.
It helps me (and others) out a lot. https://twitter.com/thesimplestud/status/1328728504523841536?s=20
Teaser: I'll be dropping the "firing the client" story later today or tomorrow.
Be on the lookout.
I'm *always* appreciative when you guys RT the first tweet.
It helps me (and others) out a lot. https://twitter.com/thesimplestud/status/1328728504523841536?s=20
