Crowded inboxes and discount overload - how to get customers to read (and engage with!) your emails this BFCM

Black Friday Cyber Monday (BFCM) is a pivotal time for e-commerce businesses to boost their sales and engage with customers - and guess what? Email marketing remains a powerful tool to achieve those objectives!

However, with inboxes flooded during this period, it's essential to stand out and ensure your emails are not only delivered but also read.

This is something we have been discussing with our lovely email clients recently - how do you get customers to read and respond to your emails this BFCM when their inboxes are even more crowded than usual?

In this blog post, we'll discuss two key steps we have been adopting in order to maximise email engagement and drive the best possible results for our clients this month! Let's dive in...

Step 1: Re-engage your audience

Segment!

Start by segmenting your email list to target different customer groups with tailored content. Segmenting based on past purchase history, browsing behaviour, or email engagement levels helps you send more relevant messages, increasing the chances of recipients opening and acting on your emails.

GRAB their attention!

The subject line is the first thing your subscribers see. Craft compelling subject lines that pique curiosity or offer a sense of urgency. Mentioning exclusive BFCM deals or limited-time offers can encourage recipients to open your emails.

Get personal

Personalisation goes a long way in re-engaging subscribers. Use recipient's names, recommend products based on their previous purchases, and make them feel like the email was created just for them. Personalised emails will drive much higher open and click-through rates.

Engage through your content

The email's content is equally important. Ensure your message is concise, visually appealing and easy to read. Highlight BFCM deals and discounts, and use compelling visuals to entice recipients. Include clear and visible call-to-action buttons to drive conversions.

A/B test

Coming from the A/B tests' biggest fans over here! A/B testing is a valuable tool for optimising your email content. Experiment with different subject lines, email designs, and call-to-action buttons to see what resonates best with your audience. Data-driven insights can help you refine your email strategy for better engagement.

Step two: Increase your email frequency

Build anticipation

Start increasing your email frequency a few weeks before BFCM. Send teaser emails, letting subscribers know about the exciting deals coming up. Create a sense of anticipation and excitement to keep your audience engaged.

Drum up interest with a countdown

A countdown series is an effective way to maintain interest. Send emails counting down the days or hours until BFCM begins, highlighting different deals and benefits each day. This keeps your subscribers engaged and excited for your offers.

Provide exclusive early access

Offer your email subscribers an exclusive opportunity to access BFCM deals before they are available to the general public. This creates a sense of privilege and increases the likelihood of your emails being opened and acted upon.

Automation is your BFF

Automate your email campaigns to ensure that your subscribers receive timely and relevant content. Use email marketing platforms to schedule emails and segment your lists based on user behaviour, optimising engagement.

Monitor your metrics closely

Keep a close eye on your email engagement metrics, including open rates, click-through rates, and conversion rates. Adjust your email frequency based on the feedback from your audience. If certain segments are engaging more, consider sending more frequent emails to them.

With the right approach, you can make the most of your email marketing efforts during BFCM and boost your e-commerce sales.

Are you ready for the madness? We'll be sharing more BFCM tips over the next few weeks in the run-up to peak season - so keep your eyes peeled!