Black Friday has become more than lines outside malls at midnight and mad dashes through stores in the early hours of the morning. Extending Black Friday sales to before and after the fateful day gives people more time to shop, but can dampen the excited, frenzied energy over what was previously a one-day-only event. So, how can businesses make sure their deals remain interesting and compelling?
Our first November working with Yankee Harley-Davidson, they were only running the standard H-D deal of a percentage off of select apparel and gift items. We were able to use the assets from Harley corporate for this campaign since it was the standard offer with no add ons or changes.
The following year, they wanted to do a little extra. We created a graphic that compiled their deals and put all six into a neat, festive graphic which we placed at the top of the email. We also added deal-specific banners that explained certain deals and placed emphasis on certain ones they wanted to push more.
Last year for Yankee Harley-Davidson’s Black Friday deals, we made separate graphics for each deal they were having. We sent out three emails, one day at a time with two deals on each email. Separating them and focusing on only two at a time made the email more digestible and kept it from being overwhelming. We also made sure customers knew that the two deals they were seeing in this email weren’t the only ones, so they should keep an eye out for the others coming in separate emails over the next couple of days.
All of these emails had higher than average open rates compared to the rest of the Yankee weekly emails. Click rates were less consistent throughout, but the first email had a slightly higher than average click rate compared to other campaigns. We wanted the emails to both feel less jam-packed, and also hold an element of suspense while they waited for the next one to see the other deals.
This fun format allowed us to maintain the momentum and excitement of the sales without sending the same deals over and over again and getting repetitive. Keeping interest in the prolonged sales helped increase turnout and purchases throughout the entire period of the sale.
Creating a fun, unique campaign strategy for your Black Friday marketing can help increase sales and profits so you make the most of this event and get people to check everything off of their Christmas shopping list in one stop.
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