For eCommerce brands, Black Friday and Cyber Monday are some of the most important days of the year. These are the days when shoppers are most likely to spend money, and it’s a golden opportunity for brands to lean into their marketing efforts and drive the most sales possible.
Email marketing is one of the most effective ways to prepare for these big shopping days. In this article, we will explore the importance of email marketing and provide 10 reasons why you should focus on it above any other strategy during the holiday season. We will also include useful tips and templates that you can use to get started.
Let's dive in.
1. You can reach a wide audience
There are over 3.8 billion email users in the world, and chances are good that your target customers are among them.
But how to reach wide audiences with email marketing?
With email marketing, you can reach more people than you would with any other form of marketing. It’s a quick and easy way to get your message in front of a large number of people with minimal effort.
The more people you can reach with your marketing message, the more likely you are to drive sales. Email marketing gives you the best chance to reach as many people as possible and ensure that your message is seen by those who are most likely to make a purchase.
2. You can segment your audience
Segmentation is important because it allows you to personalize your marketing and ensure that your message is relevant to the recipient.
How to segment audiences with email marketing?
Let’s say you own a women’s clothing store. You could segment your audience by age, location, or even interests. This way, you could send different messages to different groups of people.
During the busy BFCM season, you could send a message about holiday party dresses to your young, stylish customers. Or, you could send a message about cozy sweaters to your older, more conservative customers. By segmenting your audience, you can ensure that everyone receives a message that is relevant to them.
3. You can send timed messages
This means that you can send a message at the exact time when it is most likely to be seen and acted upon.
For example, let’s say you want to send a message about a sale that is happening on Black Friday. You could schedule your email to be sent early on Friday morning when people are most likely to be checking their inboxes and looking for deals.
What's even better is to set up an automated email campaign that will send messages at specific intervals. This way, you can set it and forget it, knowing that your messages will go out on time and without any effort on your part.
A quick tip: When timing your messages, be sure to consider the time zone of your recipients. This will ensure that your message is delivered at the right time.
4. You can test your messages
Testing your emails is important because it allows you to see how your message will look before it is sent to your entire list.
You can also use testing to measure the effectiveness of your subject line, call to action, and other elements of your message. This way, you can make sure that your message is as effective as possible before you send it to your entire list.
Optimizing your message is important because it can mean the difference between a successful campaign and one that falls flat. By testing your message, you can ensure that you are sending the best possible message to your audience.
A quick tip: When testing your messages, be sure to use a tool that allows you to test multiple versions of your message. This way, you can find the most effective version of your message and improve your results. Some of the most common elements to test include:
- Subject line
- Call to action
- From name
- Email content
5. You can personalize your messages
During BFCM, it’s important to stand out from the crowd. Personalization can help you do this. But how to personalize email messages?
It can take many forms, but some of the most common include:
- Using the recipient’s name in the subject line or email content
- Sending a message that is relevant to the recipient’s interests
- Including the recipient’s location in the message
Personalization is important because it allows you to connect with your audience on a personal level. By including elements that are relevant to the recipient, you can make your message more inspirational and more likely to be acted upon.
For example, if you know that a recipient is interested in travel, you could include a message about travel-related deals in your email. Or, if you know that a recipient is located in a certain city, you could include information about local events or deals.
6. You can use rich media
Rich media is any type of media that is not text, including images, video, and audio.
Using rich media can be a great way to make your message more engaging and more likely to trigger action. For example, during BFCM, you could include a video in your email that showcases your products or services.
Or, you could include an image that highlights a special offer or deal. Including rich media can help you capture the attention of your audience and improve your results.
7. ROAS has been declining for most eCommerce brands
We have been seeing ROAS (return on ad spend) decline for many eCommerce brands, accelerated by the death of the third-party cookie and stronger privacy laws. So, how to increase ROAS?
Email marketing has been one of the few channels that have been immune to this, with ROI remaining strong. This is because email marketing allows you to nurture your relationships with your customers and build a direct connection with them. This connection allows you to sell to your customers without needing to rely on third-party cookies or other data sources.
What’s more, email marketing is becoming increasingly effective as a tool for acquisition. This is because people are becoming more and more reluctant to give their personal information to brands, and privacy laws around third-party cookies are becoming stricter. But, they may be willing to give their email address in exchange for access to content or deals.
With this connection, you can continue to market to your customers even if they don’t purchase from you immediately. By nurturing these relationships, you can build long-term customer loyalty and eventually increase your ROAS.
8. You can send time-sensitive messages
Time-sensitive messages are messages that are only relevant for a certain period of time.
For example, during BFCM, you could send a message about a special offer that is only available for a limited time. By sending a time-sensitive message, you can create a sense of urgency and encourage your audience to act quickly.
Here's a quick email template that you can steal to get started:
Subject: LIMITED TIME ONLY – BFCM Special!
Hey {{NAME}},
It’s that time of year again… Black Friday and Cyber Monday are just around the corner! This year, we’re offering a special deal that you won’t want to miss.
For a limited time only, we’re offering {{PRODUCT}} at a special price of {{PRICE}}. This offer is only available while supplies last, so act fast!
To take advantage of this offer, simply use the code {{CODE}} at checkout.
Don’t miss out on this great deal!
{{SIGNATURE}}
9. You can send automated messages
Automated messages are messages that are sent automatically, without the need for manual intervention.
For example, you could set up an automated message that is sent when a recipient signs up for your email list. Or, you could set up an automated message that is sent when a recipient makes a purchase on your website.
Automated messages can be a great way to save time and ensure that your messages are timely and relevant. What’s more, automated messages can be personalized to the individual recipient. This allows you to send highly-targeted messages that are more likely to be acted upon.
One thing to keep in mind: you should always test your automated messages before you send them. The last thing you want is for an automated message to go out with a mistake. It can make your messages seem less credible and erode trust with your audience.
10. You can use email marketing to re-engage your customers
Re-engagement is the process of getting customers who have become inactive to start engaging with your brand again. There are a few different ways that you can re-engage your customers with email marketing.
For example, you could send a message to customers who haven’t made a purchase in a while. Or, you could send a message to customers who have unsubscribed from your email list.
Re-engagement messages can be a great way to remind your customers about your brand and get them interested in your products or services again. Just remember to keep your messages relevant and targeted to the individual recipient.
Getting started with email marketing
Email marketing is a powerful tool that should be in every eCommerce brand’s arsenal. It’s a direct, personal way to connect with your customers and build relationships with them. What’s more, email marketing is effective for acquisition, retention, and re-engagement.
If you’re not already using email marketing, now is the time to start. And if you are using email marketing, make sure you’re making the most of it. BFCM is the perfect time to focus on your email marketing strategy and send some great messages to your customers.
