Black Friday has come again, and last Friday the event was not limited to American brands (many in Europe offered shoppers a selection of products online at heavily discounted prices). Thanks to NewsletterMonitor, the free benchmarking tool, we can analyze the strategies used by some top brands to promote their Black Friday offers.
We start with Amazon, which promoted its great deals through a communication focused on a specific category of products depending on user interests. It is interesting to note the use of a reference in the header of the email to remind users that “Black Friday deals are here”.
Carter’s planned a mass email campaign to encourage subscribers to buy at heavily discounted prices (50% off) on Black Friday. They even announced the discounts early on November 25th, reminding subscribers of the discounts through a daily newsletter. As per their custom, Carter’s did not limit themselves to only one campaign, but also took the opportunity to acquaint customers with additional active promotions both online and in-store.
The French health and bodycare brand L’Occitane encouraged customers to book their discount code to use on Black Friday. A word of advice: when planning a strategy for email marketing, it is useful to keep track of the actions and choices of users to differentiate communications based on their behavior.
Jewelers and watchmakers Uniqlo used the days prior to November 29th to communicate the extension of its store opening hours, then announced the sales promotions online the day before Black Friday.
And Cyber Monday? We will soon bring you a new post to look at the best email marketing strategies, through NewsletterMonitor as always.
