We’ve said it before and we’ll say it again: Black Friday and Cyber Monday are among the biggest spending periods in the Gen Z calendar, meaning they should be very high on a youth marketer’s list of priorities.
This year, Black Friday falls on Friday 24th November, with Cyber Monday following on Monday 27th November. And whilst this may feel like a distant date in the future along with Christmas, it’s vital that you get started with your email marketing…sharpish.
Email marketing helps across all stages of a buyer’s journey, and can be used to attract, nurture and convert leads. In other words, it’s pretty important. In this blog, we’ll be focusing on how brands can optimise their B2C email campaigns this BFCM, as well as sharing key insights and actionable takeaways.
Why is having a strong BFCM email marketing strategy important?
In short, setting up a strong BFCM email campaign will help you reach customers, bring them to your site and boost conversions. It’s a no-brainer, really.
Whether it’s connecting with existing users or attracting new ones, having a strong email strategy is always important, but at such a spending-heavy (and often overwhelming) time of year, a strong email marketing strategy will help you set a clear direction and reach your goals.
Ready, Set, Cyber!: BFCM email top tips
1. Start your Black Friday campaign earlier
Getting ahead is vital if you want to attract the spending of Gen Zers this Black Friday. Engaging them before, during and after the big event will ensure that these young bargain hunters just won’t be able to resist the temptations of your online sales. Check out our suggested schedule below:
- 3rd November (three weeks ahead of Black Friday). Take this opportunity to promote your brand and build excitement. This will mean you’re top of Gen Z’s list when they search for BFCM deals!
- 17th November (one week before). Marketers, reveal your deals! This gives spenders time to decide what they want to buy.
- 24th (Black Friday) and 27th November (Cyber Monday). It’s go time, baby! Kick things off with a bang by making sure you’re clear about every offer and deal to make the buyer’s journey as easy as possible.
- Before the sale ends. No one likes FOMO, so just give shoppers a little nudge to remind them of your unmissable Black Friday deals.
2. Segment your audience
Segmenting your email audience allows you to customise messaging for each group, which will make the content much more engaging for the receiver. And, of course, Gen Z loves personalised content!
According to Campaign Monitor, segmented campaigns drive a 760% increase in revenue. Blimey.
Think carefully about how you want to segment your audience – maybe it’s by shopping behaviours (a special offer for the big spenders, perhaps?), demographic or engagement rate. Important bonus tip: make sure the copy and what you’re promoting speak to the audience’s spending habits.
3. Boost your Black Friday and Cyber Monday offers
Discounts aren’t enough for Gen Z: they want more, and they want it now!
Our research revealed that this Black Friday and Cyber Monday, aside from extra discounts, Gen Z students want to see brands offering:
- Free gifts with purchases (77% US, 67% UK)
- Free delivery (72% US, 68% UK)
- Flash sales (68% US, 54% UK)
4. Make your subject lines stand out
Customers’ inboxes will be jam-packed with Black Friday sales and Cyber Monday deals, so you need to make sure you stand out from the crowd. And the first opportunity you have to do so? The subject heading of your emails.
Whether you choose to be funny, create urgency, or add emojis, make sure you speak directly to Gen Z.
Want some inspo? Why not try something along the lines of Ready, Set, CYBER: Save 25% on ALL products! or 🚨 24 HOURS until these deals are gone!🚨.
5. Make subject lines short and sweet
Following on from the above point, make sure deals and discounts are the main event of your email headings. Gen Zers want to know what they can get from you and when.
And don’t forget about how it’ll look on a phone! Research suggests that 41 characters is the optimal length for an email subject heading.
6. Include visual and interactive elements
From spin-the-wheel deals to GIFs, making your emails exciting is the key to boosting engagement. But don’t go too crazy – your campaigns still need to align with your brand’s overall image.
7. Set up abandoned cart emails
With all of those Cyber Monday sales, most major retailers will be vying for the attention of Gen Z, and sometimes shoppers will forget to do the most important thing and actually buy an item!
If a product has been left in a virtual basket, abandoned cart emails are an effective way of pushing shoppers over the finish line. They can make a huge difference in the long run.
And, great news: at Student Beans, we can help you out with this. Just get in touch with our team now to find out more.
8. Send a post-purchase ‘thank you’ email
Just like writing e a post-birthday ‘thank you’ note to your Nan, shoppers expect to be thanked for their spending. Sending a ‘thank you’ email post-purchase is all part of providing excellent customer service, which will result in positive reviews online and IRL.
P.S. A bonus tip: Don’t forget to track your BFCM campaign performance! This will help you understand what worked and what didn’t ahead of next year.
A word from our in-house BFCM expert
And the tips don’t stop there! Check out what Student Beans’ Digital Marketing Manager, Louise Donnelly, has to say about BFCM email campaigns:
“As a lead in the CRM team, you can imagine how many emails and push notifications we had for Cyber. Now, think about that as if you’re a consumer. Yes, your campaign assets might look INCREDIBLE, but if they all look the same with very little variation in between… you can bet your subscribers are going to see those beautifully designed emails as spammy and hit those opt-outs quicker than you can say ‘Black Friday’.
“My top tip is to get a wide variety of assets from your design team. And vary the content of the emails. Spin to win – yes, love. A scratch card revealing your secret offer – another winner. A present under the tree revealing a limited-time GWP – 10/10. Whilst you can still keep within the campaign visual guidelines, it’s important you keep the imagery and offers within your BFCM emails varied and fresh, otherwise, you may run into the dreaded unsubscribe pit.”
Like what you’ve read? Find out more about how you can build brand loyalty and increase conversations this BFCM by visiting our Black Friday and Cyber Monday hub.
