This is what email marketing was like on Black Friday 2020
Posted: Wed Dec 04, 2024 6:44 am
Last Friday, November 27, the well-known – and for many, long-awaited – Black Friday was celebrated. Last week we made an analysis of what the days leading up to the date were like, but today in this post we will see which strategies were the most used in the field of email marketing, if any specific trend stood out and if any changes have been perceived compared to Black Friday in 2019.
Strategies used
Anticipation of promotions
As we mentioned in the previous post, this year kuwait mobile phone number list some brands and companies have anticipated Black Friday more than ever, most likely to compensate for the drop in trade triggered by the pandemic caused by Covid-19.
Private sales
In light of this anticipation, some brands have opted to use a private sales strategy. How? We have identified two ways of proceeding:
By sending an email to users in their database giving them an exclusive code to use before anyone else in the e-commerce. Here are two examples we already mentioned from Clinique and MAC Cosmetics .
Accessing the discounts a few hours before via app. In this case, the users of the database were informed that Black Friday started a few hours before in the App. A good strategy to encourage the use of this and get the user used to using it. Here you can see the case of Stradivarius .
Black Friday promotions extended
This year, more brands and companies have joined in by extending Black Friday discounts, leaving them active throughout the weekend and/or Monday. They also coincide with Cyber Monday and even, in some cases, extending the promotions until the week after Black Week.
Featured Trends
Topics and copy related to Christmas shopping
Analyzing the subject lines and copy used by brands, we have detected that a large part of them are aimed at encouraging users to take advantage of Black Friday and its discounts to make Christmas purchases. Subject lines like the ones you will see below are often repeated:
Strategies used
Anticipation of promotions
As we mentioned in the previous post, this year kuwait mobile phone number list some brands and companies have anticipated Black Friday more than ever, most likely to compensate for the drop in trade triggered by the pandemic caused by Covid-19.
Private sales
In light of this anticipation, some brands have opted to use a private sales strategy. How? We have identified two ways of proceeding:
By sending an email to users in their database giving them an exclusive code to use before anyone else in the e-commerce. Here are two examples we already mentioned from Clinique and MAC Cosmetics .
Accessing the discounts a few hours before via app. In this case, the users of the database were informed that Black Friday started a few hours before in the App. A good strategy to encourage the use of this and get the user used to using it. Here you can see the case of Stradivarius .
Black Friday promotions extended
This year, more brands and companies have joined in by extending Black Friday discounts, leaving them active throughout the weekend and/or Monday. They also coincide with Cyber Monday and even, in some cases, extending the promotions until the week after Black Week.
Featured Trends
Topics and copy related to Christmas shopping
Analyzing the subject lines and copy used by brands, we have detected that a large part of them are aimed at encouraging users to take advantage of Black Friday and its discounts to make Christmas purchases. Subject lines like the ones you will see below are often repeated: