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BFCM Series: Anticipation Building Strategy PT. I
7 email sequences to dominate Black Friday & Cyber Monday....
Ihtishaam Choudhary
September 04, 2024
Ever wondered why some brands crush it during BFCM while others get lost in the noise? The secret lies in building anticipation before the big sale even starts.
Welcome to the 47th edition of The Perspective! In this first instalment of our three-part BFCM series, we'll dive deep into the anticipation-building strategy that can set your brand apart from the competition and drive significant sales during this crucial period.
We're breaking down a winning 7-email sequence from crafting effective subject lines to timing your emails for maximum impact, we've got you covered. If you haven't also started thinking, developing, or even creating your Black Friday/Cyber Monday content and strategy, your competition is already ahead of you. So are you ready to make this your best BFCM yet? Let's dive in!
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(less than 2-minute read)
The Power of Anticipation & Why It Even Matters
Most stores make one big mistake during BFCM, they only send emails during the actual sale days. That's a huge missed opportunity! The secret sauce to BFCM success is building anticipation. By teasing your upcoming offers, you can get your audience pumped, boost open rates, stand out in crowded inboxes, and create that all-important FOMO (Fear of Missing Out). This strategy sets the stage for a killer BFCM performance. Let's break down a winning email strategy that'll boost your BFCM sales!
1. Initial Teaser (Tuesday, November 26th)
Subject Line: āPsst... Big savings headed your way šā
This is your opening move in the BFCM game. Keep it mysterious and exciting to build buzz. Hint at exclusive BFCM deals coming soon, and tell subscribers to keep their eyes peeled for more info. You want to create a sense of anticipation without giving away too much.
Pro Tip: Add a countdown timer to your email. It's a visual cue that something awesome is on the horizon.
2. Final Teaser (Thursday, November 28th)
Subject Line: āš You're on the VIP list. Look insideā
This is your last chance to build hype before the main event. Remind subscribers that something awesome is coming their way. Consider throwing in a small Thanksgiving-themed offer as an appetizer. Most importantly, tease tomorrow's "deal of a lifetime" to keep them on the edge of their seats.
3. Main Event (Friday, November 29th - Black Friday)
Subject Line: āOur biggest deals of the year is finally here! šØā
It's showtime! Showcase your best offers with crystal clear messaging and eye-catching call-to-action buttons. Create a sense of urgency to drive immediate action. Consider offers like BOGO (Buy One, Get One) to boost average order value, big percentage discounts (50% or 75% off) for irresistible appeal, or tiered discounts like "Spend $100, get $20 off" to encourage higher spend.
4. Reminder (Saturday, November 30th)
Subject Line: āDon't miss out! Our Black Friday sale is still onā
This email targets those who haven't bought yet. Repeat your best offers and stir up some FOMO. Consider introducing a new, time-limited offer to light a fire under hesitant shoppers. Remind them that these deals won't last forever.
5. Last Chance (Sunday, December 1st)
Subject Line: āLast day for Black Friday deals!ā
This email serves double duty. First, it's your final push for Black Friday sales. Emphasize the "last chance" aspect to create urgency. Then, pivot to tease your upcoming Cyber Monday offers. This keeps the momentum going and gives subscribers a reason to stay engaged.
6. Cyber Monday Launch (Monday, December 2nd)
Subject Line: āCyber Monday is here! New deals insideā
Roll out those fresh Cyber Monday offers with a bang. This could include new BOGO deals, different percentage discounts, points promotions for your VIP customers, or multi-buy offers like "Buy 2, Get 1 Free". The key is to make these offers feel distinct from your Black Friday deals to maintain excitement.
7. Extended Sale (Tuesday, December 3rd)
Subject Line: āEXTENDED: Last chance for Cyber Monday savings!ā
This is your grand finale. Target those who haven't bought yet and extend the Cyber Monday sale. Crank up the urgency - this is truly their last chance to get in on the BFCM action.
Pro Tip: Cast a wider net for this last email. Even less engaged subscribers might be in a buying mood during BFCM, so consider expanding your recipient list beyond your usual engaged contacts.
Wrapping Up
We're off to a great start with this email sequence, but the BFCM series isn't over yet! This issue just set the stage for an engaging and profitable BFCM season.
Remember, timing and compelling subject lines are key to standing out in crowded inboxes. As we move forward, we'll explore how to maintain this momentum and convert even more customers in the final stretch of your BFCM campaign. Stay tuned for strategies to finish strong and maximize your BFCM sales!
Reply to this email and recommend your favourite topics on BFCM that youād like for us to cover in the next part of the BFCM Series!
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