In this post, you’ll learn how to quickly set up a simple Black Friday ecommerce strategy that’s effective and simple enough to execute in an afternoon.
I’m going to lay out for you a Black Friday strategy that any ecommerce brand can use to capitalize on the biggest shopping holiday of the year, even if you feel late to the game this year.
A couple of years ago, a client came to me to help set up a Black Friday promotion. The problem was, we only had a few days to set everything up. So, we kept it simple, and the result was $87k+ for Black Friday through Cyber Monday.
Not too shabby!
The next year, we used the same strategy for a different client, and also great results again!
Here’s how we set it up (and what we're going to walk through in this post):
Ok, let's get started!
A common mistake brands make with Black Friday promotions is just picking a random percentage or dollar amount, and assuming people will purchase.
But riddle me this:
If you’ve already offered someone a 15% off coupon in the past, and they never used it, why would you assume a 15% off coupon on Black Friday would compel them to buy?
Similarly, if you have a habit of sending coupons to your customers often, why would they feel any urgency to make a purchase on Black Friday?
Here’s the reality:
If your Black Friday deal isn’t something unique that you never (or very rarely) offer, it’s going to flop.
Questions to ask yourself when creating an offer:
Ideas: Create unique product bundles, discount specific items only, discount a popular item you’ve never discounted before, give away a product with any purchase over a certain amount.
An example from the first client I mentioned in this post: We ran a 30-50% off sale on products that they were having a hard time selling earlier in the year, and were typically high price point products.
Once you’ve decided on a no-brainer deal, it’s time to set up a few simple, but very effective marketing communications via your email list and social media.
Let’s go through each communication phase, in order.
Three to four days before Black Friday, send an email to your list teasing the deal.
The point of a teaser is to get them excited to shop, so I prefer to actually tell them what the deal is, as opposed to leaving it a mystery.
Here are the important points to hit in your teaser email:
If you have a social media following, post there as well.
Your audience has been teased, they’re excited, and now it’s time to give the people what they’ve been waiting for!
As soon as the deal is live on your site, you’ll want another email to send out letting your list know, and giving them the call to action to shop!
Here are the important things to include in your “Live Now” email:
People are procrastinators, but that doesn’t mean they don’t want to take advantage of your no-brainer deal for Black Friday.
So, we’re going to send two final emails on the last day of your promotion to remind stragglers to take action before it’s too late.
Early in the morning (around 6am), send an “Ends Today” reminder email.
Here are the important things to include in your “Ends Today” email:
Believe it or not, even after getting a warning email in the morning, there will still be people who want to make a purchase but forgot...again.
This is the final email of this last-minute Black Friday promotion plan, and the purpose is to push one last reminder and finish the promotion out strong.
Send this email around 6pm the evening before the promotion ends at midnight.
Here are the important things to include in your “Last Chance” email:
Tada! That’s all there is to creating a solid revenue-generating Black Friday ecommerce strategy.
Now I want to hear from you.
Are you going to try this strategy for Black Friday this year?
What other tips or ideas have you had good luck with in the past?
Let me know by leaving a comment below.