Enabler provide best practice advice for building and designing your email marketing templates within B2B and B2C email marketing. Check out Enabler’s top tips.

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Special occasions are a fantastic opportunity for keeping your customers engaged. They’re one of the most important times to ensure you have a strong online presence and, although I might be biased, what better way to do that than with email?

The latest opportunity to tap into a theme is Black Friday. Somewhat controversial since Black Friday is traditionally an American concept, tied in to Thanksgiving in the same way we have Boxing Day.

Black Friday has been embraced by UK retailers in recent years and merges with Cyber Monday to offer brands a chance to entice customers with special deals and discounts – read more about this here.

This year, it looks like every brand under the sun has taken the initiative and come up with their own way to engage customers on what is now one of the busiest online shopping days of the year. As Enabler’s in-house email expert, I’ve collated some of the top tips to take away from this year’s Black Friday email marketing.

 

Key to email marketing on this busy day, is of course how to stand out from the competition. Customer’s inboxes are flooded all weekend with deals, so how do you make yours effective?

1.    Try something different

Some companies have realised that it’s not enough to just send an email with an offer in the subject line. VoucherCodes decided to go down the route of emoticons in their emails.

‘★ Dom’s Black Friday Special ★ John Lewis | Argos | Amazon | Selfridges | Debenhams’

While this looked fantastic on my Hotmail account, sadly these pretty stars did not grab my attention in a positive way on Gmail as they were blocked. They did make a clever move by naming some big brands, in the hope of encouraging users to open the email to find out what the offers are.

Tastecard also tried something different – their subject line was:

‘BLACK FRIDAY is here’. 

The risk with this is that your email might be flagged as shady and end up trapped in your customers’ spam filters.

 

2.    Target your emails

This should be something you’re doing anyway but it’s especially important on Black Friday. Why would a customer open an email if it doesn’t contain offers for products they’re interested in? Make sure the offers in your email are customer specific. If they’ve bought tech products before, you know they might be interested in more tech products so don’t send them gardening supplies.

 

3.    Personalise your subject line

eBay had a great personalised subject line on Black Friday.

‘Gregory, stop everything! Black Friday deals you can’t resist.’

Who wouldn’t open that?! It’s incredibly eye catching, and really convinces you to open the email. eBay had also combined tactic two and three of this list, as the content in their email was targeted based on what Gregory had left in his basket recently and previous purchases. Great job eBay!

 

4.    Cross sell

Use a time you know your customers are likely to interact with your emails to cross sell a product. Amazon did this brilliantly this year with this subject line:

‘Black Friday is here: Up to 50% off, plus £10 off for new Prime Now customers’. 

This is very clever wording as it makes you interested in the Black Friday offer as well as curious about what Prime Now is. They have left enough ambiguity about the product, while enticing customers with money off their purchase.

 

5.    Remember the loyal folk

It’s not all about trying to get first time buyers to buy. Showing a bit of love for your existing frequent-buyers can also help to boost your Black Friday sales. Debenhams nailed it this year. Their subject line was:

‘EXTRA 10% OFF for Cardholders this Black Friday’

As an existing card holder, I’d have been all over that. Giving existing customers a boost during the busy times can remind them that you care and help develop the relationship between your customer and your brand. It might even encourage them to buy more out of the busy periods.

 

6.    Get clever with your language

Everyone wants to feel like they’re receiving something tailored to them. This goes beyond sending specific content and instead focuses on how you make your customer feel from the minute your email appears in their inbox. A way to achieve this, even if you don’t have the greatest data in the world, is through the language you use. One example of a brand that did this beautifully this year was LoveLula, with the subject line:

Let’s get this Black Friday week started | See inside for your code!

As someone who received this email, my initial thoughts were ‘MY CODE!’ Sure, the code inside might be a generic code generated for anyone to use within the time frame – but that doesn’t actually matter. What does matter is your customer’s reaction to that wording. It makes it sound like a personally generated offer just for them… thus making them more likely to interact with your email and – more importantly – your discount code!

 

7.    Give it some urgency

For times where your offer is only on for a short period of time, your aim is to convert the highest amount of your click throughs to purchases. One way to do this is by instilling a sense of urgency in your customers. Reminding them how little time they have left to secure items at a cheaper price is a fantastic way of doing this. Several brands picked up on this idea on Black Friday. The first was Photobox, whose subject line was:

‘Black Friday Deals – 1 day only!’

This subject line is to the point, and instils a sense of urgency to the customer.

Second was Great Little Trading Co, who used the subject line:

‘Flash Sale TODAY: up to 30% off‏’. 

This subject line definitely promotes urgency. What’s interesting about this one is that there’s no mention of Black Friday at all. This could be a tactical move on the company’s part. Are they acknowledging that the UK doesn’t actually have a Black Friday and sticking to their guns, yet tapping in to the publicity by having a sale too? Or are they attempting to differentiate themselves from all the other brands emailing by using different wording, and purposefully omitting the name of the sale? Either way, it creates standout.

Overall, brands certainly seemed to have put some thought into their Black Friday emails. Much of the content seemed relevant, on point and useful to their customers. With the Christmas holidays just around the corner, make sure you apply the same rules to your campaigns, and keep your customers engaged with fun, relevant, targeted content. Be clever with your data and Santa will put you on his nice list!

Using email personalisation to be intuitive, not invasive.

When you think about personalising an email, what springs to mind? Maybe using a merge code to insert a customer’s name into a subject line. ‘Emily, have you seen our new discount?’, or starting an email with ‘Hi James!’ This isn’t the only way to personalise your emails and it often isn’t the best way.

Targeting your customers this way can lead to great results – increased open rates, higher levels of engagement and improvements on ROI, to name a few. However, personalisation only works if you use it in a way that is clever and not creepy.

Think about going into your favourite coffee shop. Let’s say you go in every day and order exactly the same drink, each time giving the barista your name. The next day you come in, and the barista smiles at you and says ‘Hi [your name] will it be a skinny decaf latte with caramel syrup?’ That’s great customer service. Now imagine you walk into a coffee shop you’ve never been into and a barista you’ve never spoken to before says the same thing… creepy.

It’s the same with email. If you’re emailing a customer for the first time and using their name in the communication, it can come across like you’re stalking them. As you can imagine, this isn’t great for customer relationships.

Here are a few pointers to keep in mind when you’re trying to personalise.

 

Have you contacted this person before?

If you have contacted a customer previously and asked for information about them, then using their details in an email should come as no surprise to them. Personalisation is all about building up a rapport with your customers. The more communication you’ve had with them, the more personalised content you can use.

If you’ve never contacted them before, why not ease them into the relationship using a ‘we’d like to get to know you better’ email. This will allow you to gain more insight into your customer, while at the same time making them feel at home with your communications.
Is your language mirroring the personalisation?

Personalisation is not just about writing customer’s names in an email or subject line. It’s also about how that personalisation is continued throughout the campaign. Using phrases like ‘you’ and ‘your’ can help continue the personalisation and show the customer how your product or message applies to them.

 

Is your data being used correctly?

You’d be shocked how many examples of badly used personalisation come into inboxes every day. What this demonstrates is that companies are sending emails without understanding their data, even at a basic level. You’ll be able to spot this by looking for the wrong information coming through in a merge code. One company recently pulled their customers last names through in the email rather than their first names.

The really awkward part of this was that the rest of the email was written in a very light hearted, familiar fashion. It was like reading an email about grabbing a drink after work… from your high school headmaster. ‘Hi Chaplin, have you seen these offers you’re going to love?’

Definitely creepy.

The other mistake companies often make with data is attention to detail. Check that the personalisation you’re using is going to work across the whole database. Sure, it’s great that Jamie, Akhil and Vanessa will get lovely personalised messages but what about Woody, whose first name you haven’t collected? Woody gets a ‘Hi __’.  Woody doesn’t deserve to be blanked. Worse, he might even get a ‘Hi First_Name’. He’ll notice your email for all the wrong reasons and either quickly unsubscribe or maybe even share it with his friends or online to point out your error. Help Woody out and protect your brand by checking your data. Double check it. Check it again.

 

Is the personalisation appropriate?

Are you getting in touch using a communication that is person specific? For example, birthday emails. There’s nothing less personal than getting a ‘Happy birthday Sir/Miss’ email. This is a perfect time to use that data you’ve been saving for a special occasion. Birthday emails are a fantastic excuse to show your customer how much you value them. It’s your chance to give them some added value – perhaps with a free offer or a discount code. For Retail companies, a chance to use the “Spoil yourself with a new…” sales approach.

The best example of these emails that I’ve seen is from Pizza Express who sent an email with the subject line ‘Happy Birthday *Name*’ Inside the email was an offer for a free bottle of prosecco with any main meal. They even included a lovely gif of the champagne being poured into the glass – and the little candle also flickered.

Another great time to use this is Christmas: ‘Kate, what do you want for Christmas’? It’s a fantastic time of year to make the jump from ‘brand that occasionally emails you’ to ‘brand who knows you’. Incidentally, it’s also a great time to get more intelligent with your data and find out more about the people you’re emailing. Why not use the sparkly magic of big annual events like Christmas, New year, January sales and Easter to squeeze out some more information and make your data richer for the next email campaign? Apply segmentation to entice them with something that’s relevant to your customer and their purchasing history.

 

Are you missing an opportunity?

Are you holding data about a customer’s purchase history? If you are, this is a great cross sell opportunity. If they’ve already bought something from you, they’ve already interacted with the brand – which gives you a way in. You can approach the cross sell in a friendly manner: ‘Hi Anni, we thought you might like these…” Provide some useful information, such as “these shoes go with this dress…” or “popular picks in knitwear…” and so on. People have busy lives – help them; provide tips they can use to make their lives better/easier/more productive. If you can be of use to your customers they’ll come to rely on you, which builds brand loyalty and keeps them coming back.

Once again, there’s a difference between being clever and creepy in these situations. While it’s okay to refer to an item you think your customer might like, it’s not okay to get too specific. Imagine opening an email to find ‘Hi Anni, we noticed you bought three red medium sized Christmas jumpers last Saturday at 3:30pm on your Android phone, and we thought you’d also like these things’. Creepy!

The best way to win in this situation is to be insightful but casual. ‘We thought you’d like this’ is always the safer option.

 

What do they want?

This is without a doubt the most important thing to remember. Sure, you’re emailing your customers for your benefit; maybe to sell to them, maybe to keep them engaged with your brand – whatever the reason, the number one point to remember is ‘what do they want?’
Preferences are the key. This can range from a simple gender split, to segmenting your data based on what types of communications your users are interested in. The best newsletters that arrive in your inbox are the ones which have content tailored to you. This not only makes the customer feel special but will also mean they’re more likely to interact with that communication.

One brand that does this particularly well is RSA Canada. Their monthly newsletter is segmented by what region their brokers are in, as well as by preference type – and they even have a translated version for their French speakers. This means that each month, each of their brokers receive a newsletter that is completely tailored to them. It’s no wonder that their last newsletter boasted a 28% click thru rate.

When you’re putting together your next email campaign, check your data, check the communication history, run through your personalisation checklist and make sure that you’re being clever and not creepy. If in doubt, apply the party rule. You would never walk up to someone at a party whose name you couldn’t remember and say ‘Hi…First Name’. No, you’d be subtle – you’d go and ask a friend or maybe work your way to that piece of information through another means.

The same applies to your data. If you don’t know their gender, don’t just assume they are a male just because most of your database is. A female colleague of mine recently received a beautiful email from a fashion brand – unfortunately they had sent her the menswear collection of jumpers.

One final tip is to always ask yourself the question; ‘if I applied this in a party or networking situation, would people be running in the opposite direction?’ If the answer is yes then re-think your strategy. Not creepy? Email to your heart’s content.