How To Sell More Amidst The Chaos With This Black Friday Email Strategy - Daniel Bussius

How To Sell More Amidst The Chaos With This Black Friday Email Strategy

By Daniel Bussius | content planning

Nov 08
Black Friday Sale through Email Strategy Illustration

Ahhhh, November. 

Autumn, Thanksgiving, Football, Sweaters, Belgian Beer...and Black Friday.

This year, the average American household is expected to spend nearly $1500 each this holiday season with an estimated spend of $90.14 billion on Black Friday/Cyber Monday) deals alone. 

People are ready to spend and they're looking for offers. And most of your competitors are also ready with Black Friday offers before November even begins.

And therein, lies the problem...to stand out and get your piece of the finite Black Friday pie, you need to be prepared early with a proven Black Friday strategy.

In the article, I'm going to share my own Black Friday Email Strategy and lay out ALL the steps you'll need to use it yourself. 

I will show you 1) HOW to structure your offers, and 2) WHEN to launch your promotion for the best response and the most sales.

Let's take a more detailed look at the Black Friday spending stats: 

Black Friday Statistics to Prepare Your for 2019 : 

2018's online holiday shopping increased 23.6% year over year (with online shopping growing 19.1%).


  • 2018 Thanksgiving Day brought in $3.7 billion in online sales (with $1 billion in sales from smartphones)
  • Black Friday brought in $6.2 billion in online sales
  • Cyber Monday set a record of $7.8 billion (up nearly 18% from the previous year)

(Data Source: Adobe Analytics)

These spending trends don't go unnoticed by your competitors.

Major retailers are doubling down on online sales, and giant companies (ahem, Amazon) are running campaigns like "30 Days of Black Friday Deals."

They’re doing this to catch the widest net of revenue, and obviously, this creates a problem for small business owners during this time...

  1. You'll be outspent on advertising
  2. You'll have less reach
  3. Competitor's ads will be served up to your audience
How to create a successful Black Friday Sale - Daniel Bussius

Those are just a few of the challenges businesses like yours face during the holiday.

The good news is, you CAN compete - you just have to change your timing to get the largest share of the wallet.

You Can't Afford To Miss This!

Get Your FREE Video Training + Guide And Have The Exact Strategy For A Wildly Successful Holiday Sale.

Enter your details below to have your free guide and step-by-step video emailed to you instantly. 

Black Friday Perspective: The Largest Share of the Wallet Wins

To understand how to approach Black Friday, you have to consider the finite and diminishing size of the consumer's wallet during the holiday season.  

Take Mike and Paula. Most likely, they have a budget for the holiday season (or, if they don’t have a budget, they have a credit card limit!). Regardless of whether they've saved or haven't planned at all, they have a finite amount of resources to spend during this time. 

How to Create a Successful Black Friday Sale - Daniel Bussius

It becomes a race by all to get Mike and Paula to spend those resources with their business before they've spent those resources somewhere else.

Everyone is trying to get the largest share of Mike and Paula's wallet. 

So what to do? You have to get ahead of this...

And I'm going to show you how. 

How to create a successful Black Friday Sale - Daniel Bussius

If you don't want the hassle of trying to build a Black Friday Strategy yourself, don't stress! 

Hire my full-service agency and our team of professionals will do everything for you, including: 

  • Copywriting, design, and automation 
  • Paid advertising management
  • Email campaigns and landing page design

If you love the idea of having pros build, manage, and execute your Black Friday Promotion for you, then simply schedule your free consult today by clicking here and let's get you set up for wild holiday success!

Now, without further adieu, here is the precise roadmap for your Black Friday Email Strategy.

How To Create A Successful Holiday Sale - Daniel Bussius

10 Days Before the Sale: Ask Before You Assume

The first email you send out will ask your customers what they’d like to see deals on.

Why? This helps you engage your list. 

How To Create A Successful Holiday Sale - Daniel Bussius

You can’t just shove sales on your audience and expect things to just happen. You need to set up your sales in an effective way, and engaging them is one of the best ways to do it. 

How To Create A Successful Holiday Sale - Daniel Bussius

8 Days Before the Sale: Incentivize

In this email, you will repeat your request to answer your previous question. If you have fancy automation and software this will be easy, since you'll be able to see who has answered it and who hasn't.

Tip: If you don't have automation like that, it's totally okay if you say something to the tune of: “I’m sorry if you’ve already answered this, but I want to ask you one more time so we can work together to create the sale that you want."

How To Create A Successful Holiday Sale - Daniel Bussius

5 Days Before the Sale: Tease the Offer

At this point, you're excited to share some of the details about the sale with your audience, but you don’t want to give it all away.

You’ll want to leave out some key details to intrigue them and pique their curiosity, also while letting them know there’s some scarcity -- aka, this isn't going to last forever!

Tip: For those business owners who have frequent sales, it’s critical to say: “I give you my word, these sale offers are NOT going to be available again for the whole year.”

This helps overcome those people who are conditioned to wait for the sale and have no brand loyalty. The kicker is, you MUST stick to your word for this to work!  

How To Create A Successful Holiday Sale - Daniel Bussius

3 Days Before the Sale: Sneak Peek

This email should continue to build hype, curiosity, and momentum. They should be engaging the readers more and more so that they’re really excited when the sale launches. 

This means you'll want to reveal some of the products included, share actual savings (numbers are better than percentages) for some of the offers, and continue to emphasize limited quantity and timing.

How To Create A Successful Holiday Sale - Daniel Bussius

2 Days Before the Sale: The Need-to-Know Details

Unveil useful information, such as:

  • what time the sale starts (be sure to list multiple time zones)
  • payment options, and
  • return/refund policies.

The point of this email is to make all the shopping details of the sale as easy as to find out as possible, so your potential customers don't have to figure it out themselves. You're removing obstacles to purchase.

Notice the timing is getting more aggressive with the emails. 

That’s because we’re getting closer and closer to the sale AND your audience is probably receiving information from your competitors, too.

How To Create A Successful Holiday Sale - Daniel Bussius

1 Day Before the Sale: The 3-lined email

This, as its name subjects, is short and sweet.

You want to think about the reader's mindset at this time --they're busy, they're stressed, they're getting a lot of different emails.

Keep it short so they read it and remember:

  1. Early bird starts soon
  2. Here’s the date
  3. Here’s the time (give multiple time zones)

Want a free step-by-step guide and video training that shows you exactly how to create this Black Friday Email strategy? 

You Can't Afford To Miss This!

Get Your FREE Video Training + Guide And Have The Exact Strategy For A Wildly Successful Holiday Sale.

Enter your details below to have your free guide and step-by-step video emailed to you instantly. 

1st Day of Sale: Day Before Thanksgiving

Alrighty, you made it to the first day of the sale, which is where this strategy really shines.

Are you ready? 

I want you to launch the sale...

The day BEFORE Thanksgiving. 

Remember the "largest share of the wallet" idea? 

You're competing for a finite share of resources. If you launch your Black Friday Sale before Thanksgiving, your offer will hit people before the MILLIONS of other Black Friday promotions, and you'll have a greater chance of success that they will buy. 

In the email, you'll want to tell them that the sale is live and give them an obvious link to click. 

Mention products and savings in dollars and then give them another obvious link to click. Make it easy!

How To Create A Successful Holiday Sale - Daniel Bussius

2nd Day of Sale: Thanksgiving

Okay, now it's Thanksgiving. One of the fastest-growing "shopping holidays, with more than $3.7 billion being spent last year.

You'll want to remind your readers that you have great items for  sale, but first -- wish them a Happy Thanksgiving.

After mentioning that once they've enjoyed time with family and friends, they may want to do a little shopping...and what do you know, here are some deals for you to check out. 

That personal touch can go a long way. 

3rd Day of Sale: Black Friday

It's now Black Friday and we're already 3 days into our sale, which means we're 3 days ahead of our competitors. 

Huzzah!

How To Create A Successful Holiday Sale - Daniel Bussius

This Black Friday email should announce a few more special offers. This will freshen up the sale and keep it interesting, enticing those who haven't purchased yet to take a look.

4th Day of Sale: Small Business Saturday

"Small Business Saturday" is meant to highlight small, typically local, brick-and-mortar businesses. 

It's also one of the busiest shopping days of the year.

So what I like to do here with our Black Friday Email Strategy,  is build in some Frequently Asked Questions that address the ideal customer's "no."  

How To Create A Successful Holiday Sale - Daniel Bussius

What I mean by that, is that you get inside their head and come up with questions that address their concerns, doubts, or hesitations to buy, and then answer that question. 

The trick to ensure these emails have a serious impact is to write the FAQs with a slight sales slant (and always link to your landing pages/sales pages/website if possible!).

EXAMPLE:  "Will I ever see these prices for these products again? The answer: No, these special prices are online exclusive and limited-time only,  and will never be seen again.  Click here to take advantage of this offer now. 

5th Day of Sale: Sunday

This is the last day of the Black Friday sale, so you'll want to push scarcity in this email, e.g. only a few hours left, last time you'll see this sale, once-in-a-lifetime offer, etc. 

How To Create A Successful Holiday Sale - Daniel Bussius

Keep it short and of course, have an obvious button or link they can click to shop. 

What About Cyber Monday?

Yup, you know it -- this Black Friday Email Strategy wouldn't be complete without a Cyber Monday promotion to finish strong and address that GIANT share of the holiday shopper's wallet! 

And you can get the entire Black Friday email strategy now just by signing in below and I'll send you the step-by-step guide (plus bonus tips) and a training video for this entire Black Friday sale. It's 100% free and will give you everything you need to pull off a successful Black Friday Holiday Sale. 

You Can't Afford To Miss This!

Get Your FREE Video Training + Guide And Have The Exact Strategy For A Wildly Successful Holiday Sale.

Enter your details below to have your free guide and step-by-step video emailed to you instantly. 

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If you're a business owner in need of a full-service team to create, implement, and execute copy, design, and email automation for you please schedule a free strategic consult to get your proven Black Friday Email Strategy rolling.

And if you need a strategic partner who can help you grow your business with marketing designed for scale, please schedule a free strategic consult with one of our Client Success Managers and we'll uncover your opportunities for growth and success.

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About the Author

Daniel Bussius is an executive marketing consultant, marketing agency CEO, Infusionsoft Certified Partner and Digital Marketer Certified Partner

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