Putting aside all our ads, videos, stories and other Black Friday antics. From when our Rugby Bricks Black Friday sale went live on Wednesday (for our waitlist) till Monday, the biggest driver of action will be our email campaigns.
We run two campaigns for two audiences.
The first is to our waitlist of 2,000 people (discussed here last week) – who receive an early access email (48 hours before) our Black Friday deal goes live:
It looks like this:
We send it to the whole waitlist audience once and then again a few more times, at 12 hour intervals to the people from the list who haven’t purchased yet.
With a final message from our founder, Peter Breen – before the deal goes live to our general audience:
The second email campaign we run, which just launched last night, goes out to our general email audience of about 40,000.
Note: We’ve been sending this email list valuable content every week for almost a year and haven’t pitched them anything in that time. Our open rate for this list is 50+%.
The email flow follows this sequence:
– On Thursday evening, we sent to our entire database.
– On friday we announced that the deal is live.
Then periodically we reminded this audience how many hours are left before the black friday deal closes.
72 hours left, 48 hours left…
These emails are all variants of this:
Bold, concise and obvious.
Notes:
Is sending 5 ~identical emails in 72 hours spamming? Probably. But as mentioned above, we’ve sent our email list valuable weekly content for almost a year without a single pitch.
And you can bet other companies are doing the same. It’s a dog fight for people’s inbox attention on black Friday weekend. Plus, people are busy – buying a kicking tee or whatever product you sell – isn’t super high on their priorities list – a little reminder doesn’t hurt.
Putting together these email templates + scheduling the campaigns is less than 5 hours of work – yet without them, our Black Friday sales will flop.
But to emphasise this point again. At a high level, the success of these campaigns is built on the back of a year of giving value without asking for anything in return.
And when you give value – real value, in our case, coaching and playing tips – you build trust with your audience, which extends to the products and services you’re selling. They know our kicking tees are quality.
On the technical side. In Gmail, most brand emails land in the promotions tab – never to be seen again. Yet because our readers have already opened 20+ emails from us this past year – we go straight to their primary tab.
Do you want to make the most out of holidays like Black Friday? Contact us at K&J Growth and we’ll show you what making the most out of opportunities looks like!
Contact us here: K&J Growth
For more insights and tips, connect with us on LinkedIn: K&J Growth
Make sure to check out our Co-founder on LinkedIn too: Kale Panoho
