Dustin Lien

Simple Black Friday Ecommerce Strategy [+ templates and examples]


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.

Simple Black Friday Ecommerce Strategy [+ templates and examples]

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):

  • Create a No-brainer Offer
  • Teaser (3-4 days before)
  • Live Now (Immediately when the deal is live)
  • Ends Today (6am morning before the deal ends)
  • Last Chance (6pm evening before the deal ends)

Want our copy/paste email templates to use for your Black Friday promotion?

Click here to get the templates

Ok, let's get started!

CREATE A NO-BRAINER OFFER

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:

  1. Will this deal frustrate your long-term customers?
  2. Will this deal be a no-brainer for people who have never tried your product?
  3. Will this deal be a no-brainer for current customers to buy something new?

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.

TEASER

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:

  1. What the deal is going to be
  2. When it starts
  3. When it ends
  4. If they need a coupon code, or if the deal will automatically be available on your site
  5. Any disclaimers or exclusions that they need to know about the deal


If you have a social media following, post there as well.

LIVE NOW

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:

  1. What the deal is
  2. The fact that it’s live now + when it ends
  3. A “Shop Now” button
  4. If they need a coupon code, or if the deal will automatically be available on your site
  5. Any disclaimers or exclusions that they need to know about the deal
  6. Optional: Countdown clock (I like to use the free version of Sendtric to make these)

ENDS TODAY

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:

  1. What the deal is
  2. They can still get the deal, but it’s ending at midnight
  3. A “Shop Now” button
  4. If they need a coupon code, or if the deal will automatically be available on your site
  5. Any disclaimers or exclusions that they need to know about the deal
  6. Optional: Countdown clock (I like to use the free version of Sendtric to make these)

LAST CHANCE

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:

  1. What the deal is
  2. This is their LAST reminder and last chance to buy
  3. A “Shop Now” button
  4. If they need a coupon code, or if the deal will automatically be available on your site
  5. Any disclaimers or exclusions that they need to know about the deal
  6. Optional: Countdown clock (I like to use the free version of Sendtric to make these)

Want our copy/paste email templates to use for your Black Friday promotion?

Click here to get the templates

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.