Black Friday and Cyber Monday are some of the biggest e-commerce days of the year. Preparing for these two days can take months. Let us tell you about tactics from planning to preparation that will help you succeed.
How do you prepare your audience for a significant event? Without a friendly, concise text, the effectiveness of the letter will be very low.
You don’t always need a copywriter to create a letter. It’s the involvement of an expert and satisfying the reader’s request that matters. No copywriter knows your business better than you do. However, in tandem with a copywriter or writing company, the letter’s effectiveness will be much higher.
The authors are competent. They know how to structure the letter, where to start and end with, what to emphasize and what headline to choose. And to make sure you don’t go wrong with your company choice, check the best essay writing service review.
Use this framework to launch any process or product. It’s just a framework that you can use in different ways in your business.
Step 1: Segment your audience
If you haven’t already segmented your audience, you need to do so. Segmentation is one of your most powerful marketing tools. There are three ways to segment your audience:
#1. Interest Groups
Interest groups are groups of people who are interested in a particular group of products in your store. If someone added something to their cart, if someone reviewed a product, if someone placed an order or made a purchase of a certain type of product, you’ll know exactly what that person wants. And that’s the most important thing: the ability to manage your data, understand what your consumers want, and give them exactly what they want.
#2. Price sensitivity
The second type of segmentation is price sensitivity. Not many people pay attention to this. But it’s beneficial to keep it in mind, especially if you have two kinds of users: people who buy because of price and people who buy because of value.
This is especially true for brands. Most have a core group of consumers that will only buy at 10%, 15%, 50% off. And that’s fine, but you have to be aware of that and make specific offers to them at the right time when they’re ready to buy.
You have to pay special attention to price-sensitive people during holiday sales because that’s when they’re ready to buy. They know discounts are coming and they get prepared for it. So this is a time when you must sell with exceptional strength.
#3. Consumer Value
Use a machine-learning algorithm to predict customer lifetime value based on historical data. This algorithm allows you to predict when a customer will buy again, how likely they are to do so, and how much they will buy. In addition, this algorithm allows you to tailor your offerings at the right time for a specific group of these people.
Properly planned segmentation allows you to move on to consolidating your split testing and all the findings you’ve made over the past year.
Don’t make mistakes in your letters. A mistake isn’t a disaster, of course, but small details can ruin the impression of a brand. To avoid getting into this situation, double-check your letters carefully. If you are not strong in the language, give the text to proofread to the company like Writemyessays. Be sure you’ll get a competent text!
Step 2: Consolidate A/B test results
It’s essential to document everything you’ve done over the year. It’s always a good idea to review your data, conclude, figure out what color buttons work for your brand, what gives you a reasonable conversion rate, and more.
You have to draw all these conclusions, document them, and put them together. Use this as a mini-guide to help you plan your email marketing for the rest of the holiday season. Only then will you be ready to put together a holiday marketing plan using a six-step sales sequence.
The six-step sales sequence
Let’s talk about a six-step sales sequence. Each stage can last a few days or a few emails – it all depends on your brand.
Step 1: Building momentum
Your goal: increase launch effectiveness by creating hype. Hype is not meant to increase sales. Hype is not meant to promote anything.
We don’t write “buy now” or “add to cart right now” in emails. Instead, we suggest adding the event to the customer’s calendar. This creates a lot of excitement among people who have purchase intentions and are big fans of your brand.
Importantly, this action will keep your email open rate very high. And that, in turn, will tell Gmail or Yahoo that you are an excellent sender with a good reputation. This will come in handy later on since you will be sending out emails during the holidays.
Step 2: Create a VIP list
You need to create lists made up of people who are genuinely interested in your brand and your offerings. You can do this in one of three ways.
First, you can invite them to sign up for a newsletter that gives them access to limited products or limited offers.
Second, you can use threshold classification. If you have a limited-edition collection, you can give access to it only to those who pass the “qualification.” This creates exclusivity; it works as a core value here.
In general, a VIP list is a list of people who are very interested in buying. These customers are of high value. They shop frequently and most likely have bought recently. They are brand evangelists, people who are very excited about your offerings, people who are willing to line up.
Testing is critical: you never know exactly what will work for your brand. The only way to know is to test.
Step 3: Early Launch
An early launch usually happens a day or two before your main launch. An early launch for a VIP list is a potent tool. It gives a sense of exclusivity, and people like that. For some brands, it brings in the bulk of their sales. And that’s fine, especially if we’re talking about a limited-edition line.
Let’s move on to the main launch. The main launch is the one that extends to the bulk of your mailing list.
Who should you prioritize during the main launch? First, it would help if you prioritized those people who are most active. These are the people who have opened an email at least once in the last 45 days or have been active on your site at least once during the previous 45 days. Next, it will be good to find people who are even more loyal and more interested. Finally, it’s essential to put those who have bought from you before, those who trust your brand.
At this point, all the A/B tests have been completed, and the conclusions have been drawn. Based on these findings, you need to create the most converting email possible.
Step 5: Social proof
Social proof sells well. Many people don’t want to buy right away because they need to talk to their spouse or someone else. This is where testimonials from other customers and similar tools work well.
Types of social proof you can use:
- customer testimonials;
- customer numbers;
- your awards;
- product reviews;
- press mentions.
You’ll be surprised to see how well it works. And if you want to amplify the effect, you can link testimonials to specific products you have in your store.
Be sure to add an extra “Here’s what our customers are saying” block to the end of every email you send and attach evidence of it. It doesn’t have to be anything elaborate; a simple screenshot from Instagram may suffice.
Step 6: Closing Sales
Closing sales is something people often miss. The end of Black Friday is not the end of sales. Other important dates follow it. Targeting people who have shown interest but haven’t bought anything even after a few emails works very well.
They opened your emails, were active on your site, clicked on your product, and started the checkout process but didn’t buy. What’s worth doing? It’s worth sending them a reminder.
It doesn’t have to be too complicated. It can be a reuse of emails you already have. You just need to change them a little bit, add a reminder in there. You can also offer them additional discounts, that might help them to buy after all.
Emails sent on Black Friday and Cyber Monday can be crucial to your business. Check the selection of practical newsletter steps where you can get exciting ideas to implement in your email campaigns.