Lessons from the Bench: Strategic Email Marketing Plays for BFCM
In high school, I was part of the sports teams. I never excelled, nor did I play a significant role in our state championship victories. More often, I was warming the bench, ready to jump in if the coach gave me the nod, which was rare.
Despite not being front and center, the intense training stuck with me. Particularly memorable were the film sessions after championships where our coach would break down key plays, celebrating our wins and pinpointing areas for improvement for the following season.
Similarly, email marketers face their own championship season during the Black Friday and Cyber Monday sales. It’s a critical time where success hinges on your emails standing out among the billions sent from Thursday to Tuesday.
Effective Email Marketing Strategies for BFCM
Let’s dive into some of the effective strategies, or “plays,” identified from a sea of emails we analyzed, focusing on what makes them so effective during the BFCM frenzy.
1. Countdown Timers
Deals during this period are fleeting, and savvy brands use countdown timers to instill a sense of urgency. This tactic works because it prevents customers from putting off purchases amid the barrage of competing offers, keeping them focused on the ticking clock.
2. Free Credit
Offering free credit is a no-brainer that few can ignore. Despite potential catches, the allure of “free money” is strong, compelling customers to engage with the offer, whether it comes in the form of a physical gift card, an app notification, or catalog styling.
3. White Lettering on Black Backgrounds
A prominent trend this year was the use of black backgrounds, especially on Black Friday. This stark visual style effectively captures attention and underscores the significance of the deals offered.
4. Tiered Sales
Many promotions utilized a tiered discount approach: the more customers spend, the more they feel they’re saving, despite the impact on their bank accounts. These were often presented in horizontal blocks or step-ladder designs.
5. Bright Lights
Echoing a trend noted in our “Email Design Trends of 2017” article, vibrant, sometimes blinding GIFs were popular. This technique, effective in busy urban settings, proves just as potent in cluttered inboxes.
6. Edge-to-Edge Photo Backdrops
A personal favorite this year was the use of bold, large-scale photography with overlaid HTML text, covering the entire screen and minimizing distractions. These designs adapt well across various device screens.
7. The Convincer
Sometimes an offer alone isn’t enough. Including testimonials or social proof can lend credibility and appeal, enhancing the email’s persuasive power.
8. Interactive Checkout Process
The standout feature was a fully interactive checkout process within the email itself, exemplified by an innovative email from Nest. This feature, calculating costs without needing to visit the website, is akin to a clever play making it onto SportsCenter’s Top 10.
These strategic styles leveraged by email marketers can be optimized further with tools like email generator AI, enhancing creativity and effectiveness. Each play is a lesson in how to capture and retain consumer attention amidst the fierce competition of email marketing.