Black Friday 2022 : les cinq facteurs clés de succès pour votre email marketing

Réussir le Black Friday - Voici les conseils les plus importants tirés de la pratique

Le 25 novembre, c’est à nouveau l’heure du Black Friday : le commerce célèbre le début de la saison des fêtes avec des promotions et des offres spéciales. Ce à quoi vous devez faire attention dans votre email marketing pour ces semaines de promotions et ce qui est particulièrement stimulant pour les commerçants en ligne en ces temps de crise.

Everyone agrees on this point, whether stationary merchants or e-commerce veterans: Christmas sales are the biggest of the year. This goes hand in hand with gingerbread and the Christmas mood, but also with the annual gift hunt. Singles Day and Black Friday are a time for bargain hunters to snag early gifts. With a good email marketing strategy for promotional days like Black Friday, merchants increase their sales tenfold. Why is Black Friday so important and how should you send emails on this occasion?

In times of crisis, buying behavior changes

The pandemic, war, high inflation and the energy crisis: all of this is massively changing the buying behavior of customers. The stationary trade in particular is suffering, and customers prefer to buy online. A particularly striking change from recent years is that advertising for promotional days like Black Friday has to start much earlier.

My main finding is this: those who don’t promote juicy stock now to attract Christmas shoppers will get nothing. This is shown by our customer reviews and external studies such as Salesforce .. 30-40% of online shoppers plan to buy their gifts well before Black Friday in November. Another challenge in these times of crisis: Shopping carts are shrinking significantly and the competition to attract customers is therefore becoming tougher. Margins, already under pressure due to lower prices, increased marketing spend and discounts expected by customers, are taking a hit. At the same time, brand loyalty is declining for many customers. Instead of an expensive Gucci sweater, the sensitized customer chooses a Benetton sweater.

Why is Black Friday relevant?

Black Friday is one of the biggest shopping events of the year. It is known and loved by consumers to get their favorite items at the lowest possible prices. When it comes to marketing, Black Friday should be used to take advantage of increased sales and visitor numbers. According to market research firm Yougov , 19% of Germans express a desire to shop online on Black Friday. The proportion is slightly higher among men (21 percent). One in two respondents said they wanted to buy something for themselves.

The trend is also confirmed for Black Friday: Germans start looking for deals earlier. In its « Festive Season Report 2021 », technology service provider Criteo found that customers search for Black Friday deals on average more than three weeks before the actual event. For a quarter of customers, there are more than eight weeks between the first searches and the purchase on Black Friday. Merchants should start promoting their Black Friday deals well in advance.

This is particularly important for e-tailers, as consumers favor online shopping during promotional weeks. It is therefore worth investing more in email marketing and thinking more carefully about how emails should be designed to generate more customers and drive them to online store promotions. An email strategy that reaches your target groups at the right time with the right content and impulses is of utmost importance. The following tips will help you successfully implement your Black Friday marketing.

5 Success Factors for Black Friday Email Campaigns

1. Grow your email list

Before sending emails to subscribers, every marketer should invest time in growing their email list and distribution lists. This is the only way to increase reach and therefore profit prospects.

How to achieve it? One possibility: banner ads on the most popular pages with discounts reserved for e-mail subscribers, or benefits for everyone who signs up for the newsletter: Shopping vouchers, free delivery up to exclusive offers. Anyone who signals their interest in your offer once is very valuable to the company and is, ideally, a recurring and satisfied customer. What also works are exclusive landing pages or advertisements such as Facebook Ads, to grow one’s own email list and direct visitors to intended actions.

2. Develop a schedule

Consumers are looking for deals and discounts earlier and earlier. To capitalize on this purchase intent, you need to start planning early in marketing and develop a well-designed direct mail calendar. This ensures that you are talking to customers when they are receptive. To do this, analyze the data from previous actions. These give information about success or failure, depending on when and what you put in the mailings.

To make the calendar work, I recommend dividing promotional days like Black Friday into three mailing periods: before Black Friday, on Black Friday day, and after Black Friday (Black Friday weekend). Based on these phases, you develop appropriate messages, images, and call-to-action elements. You enter these details about target groups and content into an e-mail marketing calendar.

A clear recommendation: before Black Friday, create teaser emails or early booking discount codes to engage your customers and prospects and motivate them to come to the online store. In the follow-up phase, it is primarily a question of retaining new customers by offering them personalized offers and transforming them into loyal customers. This is where loyalty points and friendly customer support work.

3. Use the right item

An interesting and creative headline engages existing and potential customers, gets them curious, and opens the email. This is why the subject line is the most important element to open doors. It must stand out so as not to be drowned in the flood of newsletters. Everything must be coherent: The object arouses curiosity and indicates at first glance the offer that I will receive. The content of the email echoes this and motivates the recipients to take a closer look. With a clear call-to-action, interested readers are directed to your offer. It is then important that they find what you promised and promoted before. So concretely adapt the content to your offers and develop attention-grabbing subject lines.

Ideally, the subject line should be no longer than 50 characters, so your intent is immediately clear. Subject lines that convey urgency and conciseness have proven successful. It must also clearly indicate which day of action it is. It must appear as a keyword, for example using « Black Friday » in the subject line and in the visuals. Depending on the target group, it is recommended to work with emojis in the subject line in order to stand out from the mass of e-mails.

4. Develop clear content

Whether it’s a simple text or a visually elaborate multimedia email: Write in simple and clear terms what your offer is and why it is relevant for your recipients. It is very likely that your target groups will receive very many offers from your competitors in the run up to such actions and parties. To avoid being annoying with your email, it’s important to put yourself in the recipient’s perspective and get straight to the point. Surveys show that newsletter recipients are annoyed if they don’t find out what’s on offer right away. Preferably present the products right from the text of the e-mail with the corresponding discount and advantage codes.

The newsletter should also contain a clear call-to-action – i.e. calling on your recipients to do what they need to do. This does not have to be at the end of the email, but can also be placed in the middle. The important thing is that the call to action stands out and fits with the rest of the text.

5. Come up with an attractive design.

A picture is worth a thousand words. A mailing must take up the visual universe of the days of action and demonstrate creativity by using graphics, gifs or animations. The trick is to keep the design of the email simple and clear so as not to overwhelm the recipients during promotional days. Attractive photos of your bestsellers or the latest collection should be highlighted and thus give the mailing a « look and feel » of the online store.

Use your brand’s color scheme in the design of the mailing – the colors should match the brand and the target group. I recommend avoiding the color « black » unless it is part of your brand universe. From a psychological point of view, signal colors like red work very well to reinforce the effect of discounts.


Les journées promotionnelles comme le Black Friday et les fêtes de fin d’année sont les éléments de campagne les plus importants pour générer des ventes et attirer de nouveaux clients. Les boutiques de commerce électronique et les détaillants ne peuvent pas éviter d’utiliser ces journées promotionnelles pour leur propre marketing. Dans ce contexte, les commerçants doivent commencer de plus en plus tôt à planifier et à lancer les premières actions s’ils veulent réussir. Grâce à des campagnes d’e-mail marketing bien conçues, vous pouvez faire comprendre à vos clients et à vos prospects pourquoi il vaut la peine d’acheter chez vous. Misez sur les bons outils et investissez dans un conseil ciblé et compétent. Car ce n’est qu’avec des contenus créatifs, un design de mailing attrayant et des groupes cibles adaptés que vous pourrez avoir du succès et atteindre vos objectifs.

Hartmut Deiwick ist seit Februar 2020 CEO der Löwenstark Digital Group. Die Full-Service-Agentur entwickelt und betreut Online-Marketing-Kampagnen in den Bereichen SEO-, SEA-, Marketplace Marketing, Affiliate-Marketing-, E-Mail-Marketing- und Social Media für Kunden aller Branchen. Zuvor war Deiwick Geschäftsführer sowie Sales and Marketing Director bei der PharmaHera Service GmbH, Apothekendienstleister von APONEO Deutsche Versand-Apotheke.

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