Black Friday is Almost Here!

Hey there, it’s Philip from Inbox Insider 👋

I wanted to check in since we’re only 9 days out from Black Friday.

By this point, many of you have probably started your big sales by now. How are they doing?

Here are some super quick, high-level tips that you can still implement in order to maximize your revenue during the most important time of the year.

Open Up Your List

I always preach only sending to engaged segments of your list, preferably 120 day engaged subscribers.

For BFCM however, things look a little different.

You’re going to want to open your list up A TON.

With our clients, we send to pretty much the ENTIRE list. I recommend you do the same.

Everyone is in buying mode during BFCM, even people who don’t normally engage will be snooping around for deals. We want to stay top of mind with these people.

If sending to the entire list scares you, send to 365 or 500 day engaged profiles.

You have to accept that your deliverability will inevitably take a small hit during BFCM, but it’s completely worth it considering the amount of profiles you’ll reach, and the extra sales you’ll bring in.

There’s nothing to be scared of here, sending to your entire list for a week and a half won’t completely ruin your Klaviyo account.

You’ll go back to sending to engaged segments of your list post-BFCM, and within a week your deliverability will be back to normal.

Use Countdown Timers

This is likely the biggest promotion you run out of the entire year, we need to make the most out of this window and convert as many subscribers as humanly possible during this next 9 day period.

Use time constraints to your advantage and show a dynamic countdown timer in the header of your emails. It should show the exact time left until your sale ends.

Shoppers need constant reminders that these deals won’t last forever.

Really stressing elements of urgency/exclusivity will work wonders for your email attributed revenue, even outside of BFCM.

The Week of Black Friday, Send EVERY DAY

Yes, send 1 email for every single day of the week leading up to Black Friday.

Monday - Send

Tuesday - Send

Wednesday - Send

Thanksgiving - Send

Friday - Send 3 times!

I know it seems excessive, but this is what works.

We’ve been testing this schedule across multiple different 7 and 8 figure e-commerce brands, and it consistently leads to more revenue.

As you’ve probably heard me say a gazillion times, people are in buying mode during BFCM.

Upping your frequency will result in more sales, I guarantee it.

Use Email Variability

Given the increased volume of campaigns we’re sending out during this time, it’s easy to get a little lazy and send the same emails, or use the same templates for multiple sends.

I also know bandwidth during this time is stretched super thin. If this is you, consider simply hiring me 😉

Shameless plug 🤷‍♂️

Seriously though, i’m not saying make every email you send a work of art, or completely unrecognizable from the one you sent the day before.

I’m just saying you need to switch things up from email to email.

Don’t have buttons in the same spot.

Don’t use the same photos

Don’t have text in the same locations.

I’ve seen too many brands quite literally send almost the exact same email every single send to their list. The only thing they changed was the header copy and CTA copy on buttons.

We live in a world now where dopamine receptors have the final say.

Believe it or not, email design fires dopamine.

If you’re sending the same boring and ugly emails every single time, the shopper will get used to it.

It’ll get harder to excite them and eventually they’ll lose interest, which means an unsubscribe, or they cease engagement.

Moral of the story: Switch it up from time to time, keep them on their toes.

Upsell, Upsell, Upsell

Upsells convert higher during BFCM than any other period in the year.

This is the perfect time to shoot up your AOV.

The first email in your post-purchase flow should immediately attempt an upsell with an urgency factor tied to it.

Example 👇

“Bundle Product A with Product B for just $XX. Act now, this deal ends December 1st!”

Feel free to get creative with your copy.

Reply to this email if you have any questions or have any specific topics you’d like to see me cover.

My Youtube: https://www.youtube.com/@InboxPhil

My instagram: https://www.instagram.com/inboxphil/

Till next time!

Philip

P.S. If you’re an e-com brand owner and you’d like a 1-1 call with me, book here: https://calendly.com/philip-socialscout/30min?month=2024-10