Black Friday Email Marketing Case Studies: Small Brands That Got It Right
Black Friday is one of the biggest shopping events of the year, with consumers on the hunt for deals and discounts. In 2022, Black Friday generated $8.9 billion in online sales in the United States ALONE. Up from $7.4 billion the previous year. Email marketing is a powerful tool for small brands looking to promote their Black Friday sales and attract new customers. In fact, according to a recent study, email marketing was the second most effective marketing channel for driving Black Friday sales in 2022, behind only search engine marketing.
But, with so many brands vying for consumers' attention during the holiday season, it can be challenging to create an email marketing campaign that stands out. That's why I've compiled this list of small brands that nailed their Black Friday email marketing campaigns, and highlighted what we can learn from their success. By examining real-world examples, we can gain insight into what makes a Black Friday email marketing campaign effective and how small brands can leverage email marketing to compete with larger competitors.
The Grommet
Subject line: Mark Your Calendars: Our Big Sales Start Friday!
Content: This email from The Grommet really showcases the effectiveness of prepping customers for Black Friday. By giving subscribers advance notice and urging them to mark their calendars, The Grommet builds anticipation and excitement for their Black Friday sale. This proactive approach allows customers to plan their shopping and ensures they don't miss out on the best deals (yours!). The email also hints at the magnitude of the sale, further building curiosity. The Grommet's strategy of preparing customers ahead of time pays off by generating interest and creating a sense of exclusivity around their Black Friday offers.
Key takeaway: Prepping your customers for Black Friday by providing advance notice and emphasising the upcoming sale can generate anticipation, exclusivity, and ensure they are ready to take advantage of the best deals.
Death Wish Coffee
Subject line: Up to 25% Off Your Entire Cart
Content: In this email Death Wish Coffee effectively pulls together tiered pricing, strong copy, and a clear call-to-action for their Black Friday promotion. The email presents a straightforward and enticing offer, clearly stating the discount percentage. The use of tiered pricing, where the discount increases based on the cart total, encourages customers to add more items to their purchase to maximise their savings. The email's copy is concise and impactful, communicating the value proposition perfectly.
Key takeaway: Implementing tiered pricing is a strategy which works well to drive engagement and conversions in Black Friday email marketing. Clear communication of the offer and a simple CTA help motivate recipients to make a purchase and maximise their savings.
S By Serena
Subject line: VIP Exclusive: BLACK FRIDAY EARLY ACCESS
Content: This email from S By Serena a great example of how to use segmented emails during Black Friday. By addressing the recipient as a VIP and emphasising that the offer is exclusively for them, S By Serena creates a sense of exclusivity and makes the customer feel valued. The email presents a generous sitewide discount, enticing VIP customers to take advantage of the exclusive deal. This targeted approach acknowledges the loyalty of VIP customers and rewards them with significant savings, fostering a sense of appreciation and encouraging repeat purchases.
Key takeaway: By leveraging VIP emails on Black Friday, you can cultivate an aura of exclusivity and foster brand loyalty, all while boosting sales through personalised discounts and exclusive offers.
Chubbies
Subject line: Closing Time
Content: This Black Friday email from Chubbies is a great reminder that creating a sense of urgency and scarcity can be a powerful tactic in driving sales during Black Friday. It cleverly creates a sense of urgency by reminding subscribers that time is running out on the Black Friday sale. The inclusion of a countdown clock adds an element of anticipation, prompting recipients to take immediate action. By combining urgency and a closing time concept, Chubbies effectively taps into the FOMO mindset and motivates customers to make their purchase before the sale ends.
Key takeaway: Incorporating closing time and urgency elements, such as countdown clocks, in your Black Friday email marketing can drive immediate action from your customers.
Small brands can learn a lot from these successful Black Friday email marketing campaigns. Whether it's injecting exclusivity and urgency into your emails, using a minimalist design, creating a bold subject line, or highlighting your brand values, there are many ways to make your email marketing stand out and drive sales. With the right strategy and execution, Black Friday can be a great opportunity for small brands to attract new customers and boost their revenue.
*The Black Friday stats I quote come from here and here.
**The email examples I use in this blog were found on Milled, a search engine for email newsletters and a wonderful source of inspiration.
