5 Things you need to know about email marketing for BFCM

September 8, 2022

If you're like most people, you probably think of the holidays as a time to spend with family and friends, eat good food, and maybe do a little shopping. But for small business owners, the holiday season is one of the most important times of the year. That's because it's when they make the most of their sales and profits.

This year, want to make sure your holiday season is your best ever? Then pay attention to the following tips for sending emails during BFCM.

1. Start with a strong subject line

The subject line of your email often decides whether a reader will actually click through to read your content. A strong, attention-grabbing subject line is essential if you want to grow your email's readership. However, coming up with fresh, engaging ideas for your subject lines can be tough.

We've compiled a list of 7 foolproof tips for writing eye-catching subject lines that'll have your readers wanting more.

1. Keep it short and sweet

Your subject line should be clear and to the point; Long, rambling subject lines are likely to be ignored. A good rule of thumb is to keep your subject line under 50 characters so that it can be read in full, without getting cut off.

2. Use numbers or lists

People love lists. Give your readers a specific number of tips, resources, or takeaways in your subject line. A good list lets them know exactly what they can expect from reading your email.

3. Be specific

Vague subjects lines are confusing and unappealing. Be as specific as possible in your language so that readers know exactly what they'll get from reading your email. For example, "Black Friday starts now" or "FREE TOWELS are back"

4. Use strong adjectives

Injecting personality into your subject line engages readers and boosts interest in your content. Words like "amazing" or "essential" are all great examples of adjectives that pack a punch. Just be careful not to overuse them.

5. Appeal to emotions

Whether you're trying to make your readers laugh, cry, or think, appealing to their emotions is a surefire way to get them interested in reading your email.

6. Solve a problem

Everyone has problems they need help solving; by addressing this in your subject line, you let readers know that you have the solution they're looking for.

7. Ask a question

Asking a question in your subject line is a great way to engage readers and leave them wanting more.

Follow these tips to write BFCM email subject lines that'll engage and excite your readers. With practice (and maybe a little bit of trial and error), you'll be churning out attention-grabbing BFCM subject lines in no time.

2. Get personal

If you're like most brands, you're probably planning to send out a few discount codes and maybe a holiday-themed message or two. But this year, we challenge you to think outside the box and get personal with your BFCM email.

Here's why: personalization is one of the most effective ways to connect with your customers and build relationships that last. When you connect with your customers on a personal level, they're more likely to remember you — and more likely to do business with you in the future.

So how can you get personal with your BFCM email? Here are a few ideas:

1. Send a personalized video message from the CEO or another high-level executive.

2. Include a handwritten note in each shipment.

3. Share behind-the-scenes photos or videos from your company holiday party.

4. Give customers a sneak peek of upcoming products or services.

5. Offer a personal discount code or giveaway item.

6. Feature customer testimonials or reviews in your email.

7. Invite customers to join you for a live holiday Q&A session.

8. Share festive recipes, decorating tips, or other holiday content.

9. Donate to a charity in each customer's name.

10. Send a physical holiday card (yes, people still love getting snail mail).

Whatever you do, be authentic and genuine in your messaging — your customers will appreciate it, and it might set your brand apart from others this holiday season.

3. Use beautiful imagery

Your customers' inboxes are about to be flooded with email messages from companies vying for their attention (and wallet). So, how can you make sure your messages stand out from the rest? By using beautiful imagery, of course. Here are three ways to do just that.

1. Use High-Quality Images

When it comes to email marketing, using high-quality images is a must. Low-quality images will make your message look unprofessional and might even discourage potential customers from opening your email at all. Stick to images that are clear, crisp, and relevant to your message.

2. Use Graphics Wisely

Graphics can be a great way to add some visual interest to your email messages. However, it's important to use them sparingly. Too many graphics can make your message look cluttered and overwhelming. Use graphics wisely to add a touch of personality without sacrificing professionalism.

3. Use Images Sparingly

Here are a couple tips for using images sparingly in your BFCM emails:

1. Use only a couple of images that are relevant to your message. You don't want your email to be overloaded with irrelevant images just for the sake of it.

2. Choose smaller images that won't slow down the loading time of your email. Large images can take a long time to load, and customers may not even wait around for them. Stick with smaller images that'll load quickly and won't take up too much space in the email.

3. Consider using alt-text for images that might not display properly in all email clients. This way, your customers will still be able to understand your message even if they can't see the images.

You can improve your messages by using high-quality images and graphics, and by being creative. There's no need to be boring in email marketing. Get creative with your imagery and think outside the box. Your goal should be to grab attention and stand out from the rest of the emails in people's inboxes. If you can do that, you're well on your way to making a lasting impression this holiday season.

4. Keep your content short and sweet

During the holiday season, it's important to keep your content short and sweet so that your readers don't get overwhelmed or bored. Here are a few tips for writing effective Black Friday and Cyber Monday emails:

1. Keep it short - The first rule of thumb for writing any email, but especially promotional emails, is to keep it short. Black Friday and Cyber Monday are already hectic days, so you don't want to add to the chaos by writing a novel in your email. Get to the point quickly and state what you're offering in as few words as possible. You can always provide more details on your website or in a follow-up email.

2. Use strong subject lines — (see point 1, but this is so important it needs repeating). Your subject line is what'll make recipients decide whether to open your email, so make it count. Be creative, curious, or even funny — anything that'll make recipients want to know more.

3. Create a sense of urgency to get recipients to act on Black Friday and Cyber Monday emails. You can do this by offering limited-time discounts or promotions that expire on these two days only. Adding a deadline will encourage recipients to act fast so they don't miss out on a great deal.

Follow these three simple tips — keep it short, use strong subject lines, and create a sense of urgency — and you'll be sure to write effective Black Friday and Cyber Monday emails that will boost your sales and help you have your best holiday season yet.

5. Test, test, test.

Before you send out your BFCM email campaigns, make sure you test it out. Send a few test emails to yourself and to a co-worker to make sure everything looks good. That way, you'll know everything is working properly and your recipients will have the best holiday season ever. Here's how to do it.

1. Know Your Goal

Before you start testing, you need to know what your goal is. Are you trying to increase opens? Clicks? Conversions? Once you know your goal, you can tailor your tests to make sure that your emails are as successful as possible.

2. Test the Subject Line (What, wow, again?)

Your subject line is the first thing recipients will see, so it's important to make sure it's effective. A good subject line should be clear, attention-grabbing, and relevant to the rest of the email. Try out a few different options and see which one performs the best.

3. Test The From Field

The from field is another important element of your email. You want to make sure that the from name is something that recipients will recognize and trust. If you're sending from a personal account, consider using your name or initials. If you're sending from a company account, use the company name or a recognizable brand spokesperson.

4. Test the Content

Once you've got your subject line and from field sorted out, it's time to focus on the content of your email. Make sure that your email is clear, concise, and relevant to your audience. Also, be sure to proofread. BFCM is not the time for typos or grammatical errors.

5. Test the Call-to-Action (CTA)

Your CTA should be clear, actionable, and visible. It should also be relevant to the rest of your email content. Make sure that your CTA stands out and that it's easy for recipients to understand what they need to do next.

Testing is an essential part of any successful email marketing strategy, so don't forget to do it.

6. Sending Emails at the Right Time: The Importance of Timing Your BFCM Emails

Send your emails too early and your customers will forget about you by the time Black Friday and Cyber Monday roll around. Send them too late and they won't have enough time to plan their purchases. That's why it's so important to find the perfect balance.

In this section, we'll break down why timing is so important for your BFCM emails and give you some tips on when to send them. So whether you're a seasoned pro or a beginner, keep reading to make sure that your BFCM email campaign is a success.

Why Timing is Important for BFCM Emails

Timing is everything when it comes to sending out your BFCM emails. If you want your customers to actually take advantage of your sales, you need to make sure that they receive your emails early enough to plan their purchases. But at the same time, you don't want to send them too early and risk having them forget about you entirely. That's why finding the perfect balance is so important.

You also want to make sure that your email doesn't get lost in the barrage of other BFCM emails that your customers will be receiving. According to Litmus' 2018 State of Email Report, the average person received 121 email marketing messages in November 2017 alone. That number increases every year, which means that it's more important than ever to make sure that your email stands out.

The best way to do that is by sending it at the right time. Timing your email so that it arrives just as your customers are starting to think about their holiday shopping, means you're more likely to have a successful campaign. But how can you know when that is? We've got some tips.

Tips for Timing Your Emails

One of the best ways to guarantee that your email stands out from the crowd is by sending it out before everyone else does. In general, we recommend sending out your BFCM emails around the beginning of November. Give your customers plenty of time to plan their purchases and take advantage of your sales ... but don't be so early that they forget all about you by the time BFCM rolls around.

If you're not sure when exactly to send your email, consider segmenting your list by location and sending out different emails at different times. This way, you can tailor your message to each group of customers and make sure that everyone receives your email at just the right moment.

Another great way to improve open rates is by sending a reminder email a few days before Black Friday and Cyber Monday. A reminder or pre-hype style of email will help make sure that none of your customers miss out on your amazing sales.

Of course, there's no one-size-fits-all solution regarding timing your BFCM emails. The best way to figure out what works for you is by testing different times and seeing what results you get. But following these general guidelines should help you start on the right foot.

Wrapping Up

Sending emails for BFCM can be a lot of work, but following these simple steps will help make the process a little bit easier.

By personalizing your messages and testing different times and content, you can guarantee that your BFCM email campaign is a success. And if you're feeling stressed out, our team of experts is always here to help. Please don't hesitate to reach out.

We wish you all the best this holiday season.

Ready to take off?