Bea Redondo Tejedor

Bea Redondo Tejedor

Head of Content

Some things keep coming back faster than you expected them to. As soon as the summer heat starts to fade, stores magically become filled with holiday decorations… and suddenly, you’re thinking to yourself  “oh, right, it’s that time of the year again…”. Yep, now’s the time to take your brushes and your tools out to craft your Black Friday and your Cyber Monday email marketing campaigns.

But hey, we know it’s hard to be outstanding every single time you prepare an email campaign -and we know pressure’s high for this specific date, when consumers receive a mountain of emails each day with discounts and promotions from each and every brand they’ve ever subscribed to.

Raise up, email marketers: it’s time to design the perfect Black Friday and Cyber Monday emails. Just follow our steps and you’ll create a masterpiece.


Want to define your email strategy to win customers over this holiday season? Check out Mailjet’s Holiday Email Toolkit.

Black Friday: Email Marketing Do’s & Don’ts

Choose a good, responsive Black Friday email template

Yes, we’re being Captain Obvious here. But no matter how attractive the prices you offer are, you can’t afford to send out an average looking Sale campaign with multiple CTAs, a festival of different fonts and kaleidoscopical colors. Last Black Friday, we still saw A LOT of these.

DON’T do this:

Black Friday Email - Design DON'Ts
Avoid Black Friday email designs that are not clear or easy to read on mobile.

 

A few rules to avoid a design disaster:

  1. Stick to a simple structure with columns (easier to get your email responsive)
  2. Keep a fair mix of images and text (about 60/40)
  3. Align fonts and size of your messages
  4. Decide which CTA buttons to use and make sure they are clearly displayed in a contrast color
  5. Have a look at our Ultimate Guide to Holiday Emailing to dig further.

DO this instead:

Black Friday Email - Design DOs
SEPHORA’s Black Friday email design is clear and ease to read on any device.

 

Does all of this sound like Mission Impossible to you? Don’t panic: you don’t need to hire the latest fancy designer in town for that.

Download our free Black Friday email template here and adapt it now using Mailjet’s email editor, Passport.

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Use Black Friday email content to your advantage

Don’t get us wrong – we just told you to make sure your email looks pretty, but going ahead, you also need to make sure design and content go hand in hand. For the past years, we’ve seen a minimalist trend out there with a lot of really, really beautiful Black Friday emails that just don’t tell you much about the sale, because… they’re just pretty.

DON’T do this:

Unless you’re sure everyone knows perfectly well what you offer already…

Black Friday Email - Content DON'Ts
Don’t only highlight your discounts on your Black Friday emails – show your products too!

 

Sure, a sleek design and a good CTA can go a long way, and some Black Friday emails are real works of art. But think again -this could work fine when you launch a brand new mysterious collection, to tease your loyal customers. But here, we’re talking about THE most competitive time of the year in the inbox; plus there’s little surprise/suspense effect on what a Black Friday offer can be made of.

If your contacts don’t immediately get what’s on sale, it’s double or nothing: either they’ll be intrigued and click to see more, or they’ll be slightly annoyed that you’re asking them to search by themselves what you’re offering and move on to another email. (Yes, your contacts can be lazy: never underestimate that.)

So, be sure to include a few product examples that entice people to use these amazing discounts right away. Also – while you’re at it, be sure to check out BigCommerce’s recent post on Holiday Email Marketing campaigns with great examples.

DO this instead:

Black Friday Email - Content DOs
Urban Outfitters’ Black Friday emails shows products and offers together to entice the reader.

 

Respect your brand identity in your Black Friday emails

We’ve said it before: having a dedicated email voice helps you stand out and be more easily identified in the inbox. It’s even more crucial during a noisy period like Black Friday and Cyber Monday, when all the brands are going to use the same wording and content with percentages of discounts, as well as potentially similar designs. By the way, don’t feel like you have to go black: you can also make color the new black and use a dark touch only here and there.

DON’T DO this:

Black Friday Email - Brand identity DON'Ts
Using the color black on your Black Friday emails is a common theme, but don’t forget your brand identity.

 

There’s no one recipe to create the perfect Black Friday email. The main idea is to make sure that your customers recognize you when they receive your email and read it in the crowd of other Black Friday emails. So we recommend that your emails clearly display your brand identity (logo, style, voice, type of subject lines, images…) in order to enhance your chances of capturing your reader’s attention.

DO this instead:

Black Friday Email - Brand identity DOs
This email from Agent Provocateur has it right: the brand colors are all over the email, with a few products displayed as well.

 

Or DO this with your Black Friday and Cyber Monday campaigns:

Another thing you can do to make sure that your contacts recognize you is to pair your Black Friday and your Cyber Monday emails: similar designs, slightly different messages, like Jonathan Adler.

Black Friday & Cyber Monday Emails - Brand Identity DOs
Aren’t these email twins just perfect for Black Friday and Cyber Monday?

 

Make sure your Black Friday email stands out in the inbox

We’ve already said this: your contacts’ inbox will completely full on Black Friday, and most likely the majority of your subscribers will only dedicate a few seconds to each email they’ve received. But… you don’t want this to happen to your campaign and you’re prepared to do whatever it takes to prevent it. Great.

To stand out in the inbox and ensure that your contacts pay attention to (and appreciate) your offers, sometimes you have to go all in and give your campaign an innovative touch.Want some design ideas that can capture your readers’ attention? You can play with these elements to create an unforgettable email:

DO this:

It’s your turn: create a stunning Black Friday email

And voilà: now that you’ve got all our master tricks, you’re all set to be the next Picasso of email marketing this season.

Remember the tips:

  1. Choose a responsive email template and throw in the right number of CTAs (that is, not many).
  2. Add a few carefully-selected images from your brand library that highlight your top products.
  3. Respect your brand image so your clients know it’s you.
  4. Add interactive content and GIFs to stand out in the inbox.

With Mailjet’s drag-and-drop email editor, Passport, you can easily build a stunning email from an existing gallery of templates, so you didn’t need to stress about getting it right. We’ve got a great template gallery for you to choose from.

And if you’re not sure where to start or don’t have time to adapt one of our traditional templates, download our free Black Friday email template here. Designing a great Black Friday email this year couldn’t be easier.

Download our free Black Friday email template.

Ready to create a masterpiece? On your marks, set, design: share your tips and templates with us on Twitter.

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This blog post is an updated version of the post “Crafting the Perfect Black Friday Email Campaign“, published on the Mailjet blog on November 3rd, 2016 by Mylène Blin.