Black Friday is on the horizon, and you can bet every brand out there will be trying to get in on the action.
There’s nothing wrong with riding the wave of a big date, but you need to make sure you stand out more than ever. Here are five Black Friday emails we’ve seen over the last couple of years we think are worth stealing a few ideas from.
Google: Selling before the sale
How do you stand out in the Black Friday rush? Get in early!
This email from Google contains a double-hit. Not only did their sale begin on 21 November, a full week before Black Friday itself, they pre-announced the savings that would be on offer.
Hux: breaking out of the short-term
Most critiques of Black Friday centre on its short-termism; ridiculous price slashes designed to make consumers buy things they don’t really need “because it’s a bargain.”
Health supplement company Hux has diverted away from this: “Invest in your health” presents their Black Friday sale as the launch point of a long-term behaviour change.
PRESS: Put your own spin on it
You’ve worked hard to get your brand colours right, and inject them into your website, social profiles, and email templates. So what do you do on Black Friday if you’re used to vibrant colours?
Make it your own. Black Friday as a concept is well embedded in consumers’ minds, so a sale event at the end of November called “Green Friday” from a brand with a green colour palette doesn’t require much of a mental leap.
Even better, if your competitors have gone monochrome, your colourful email stands out by itself.
Art of Play: Go nuts!
A step up from PRESS’s approach: ignore the “Black” and go for an explosion of colour!
Patagonia: Opt out entirely
Patagonia are the kings of the alternative approach to fast fashion.
If there’s one guaranteed way to be distinctive on one of the biggest shopping days of the year, it’s to sell nothing at all!
No mention of Black Friday, full of colour, focused on giving rather than consuming. It’s bold, it’s brave, and it perfectly matches Patagonia’s sustainable ethos.
Conclusion
There’s no single right way to approach Black Friday. The important thing is to be intentional, distinctive and recognisably you.
Take your Black Friday campaign to the next level
The Brand Manager in Spotler Mail+ is designed primarily to keep your brand colours and fonts close at hand so anybody can build an email that looks right. Why not set up a Black Friday palette?
If you’re not sure which of the above approaches will catch your audience’s attention, A/B Split Testing in Mail+ is your best friend!
See how Spotler can take your Black Friday campaigns to the next level by booking a demo today.
Black Friday Marketing Hub
No need to stress about your Black Friday campaign. We have a complete toolkit ready for you with all the help you will need. Stress less. Sell more. Start with your Black Friday campaign now!
