We don’t know who is more excited about Black Friday; the ecommerce store owners, the customers, or we who are getting excited just telling you about it. Doesn’t matter, everyone gets a good deal.
It is the day both ecommerce businesses and physical stores make almost half a year’s worth of sales in a day. It might sound like an exaggeration, but we have the data to back it up.
In 2023 alone, Black Friday sales on ecommerce stores in the US hit $9.8 billion. The following Cyber Monday, it soared to $12.4 billion according to Adobe Analytics.
As an ecommerce business owner or manager, you might wonder the best move to make to ensure you make the best of the Black Friday sales rush. Let’s help you out.
Why is Black Friday Important to Ecommerce Stores?
Remember the big numbers Black Friday sales made in 2023 we mentioned earlier in the article? The numbers are most likely going to triple in 2025.
These figures are projected to climb further as ecommerce adoption grows, and hybrid shopping becomes the norm.
Discounts aside, Black Friday isn’t just a great day to get value for money spent. The excitement of shopping and the anticipation of waiting now makes it a global cultural event.
Shopping online has gotten more popular and is gradually but steadily replacing physical store purchases. More people can access the Internet now, and they have an array of choices to pick from.
Also, people are beginning to avoid the rush, trampling, and fights that come with queueing up in physical stores on Black Friday. You must have seen videos of people fighting over one TV set and other products in physical stores on Black Fridays.
As funny as those are to watch, most people are now opting for online stores. That is because with online stores they don’t have to queue, and everything can be done with a few clicks on their mobile devices or laptops.
Moreover, with the advent of online stores and the huge sales made, Black Friday is no longer just a one-day event. Some ecommerce stores stretch theirs to last the whole of November, while some stick to just the Fridays in November. That’s enough teasing, let’s get to the much talked about strategies we mentioned.
Black Friday Email Marketing Strategies for 2025
Like earlier stated, Black Friday sales will be doing unbelievable numbers in 2025 and beyond. It is of utmost importance you and your ecommerce business stay ready for the season.
Remember once the season ends, you will have to wait for a year. So, what steps do you take to get the most of the season? Here are tested and trusted ones to implement.
1. Start Early
It can be late to start creating awareness of offers your ecommerce business has for Black Friday, but it is never too early. You can create subtle awareness months before November, even in April.
That way, both customers and potential customers will be sure to know about your offers way before November. This approach also ensures your awareness campaign does not get lost in the sea of other campaigns that will be made when November approaches.
You have to be careful with this though, so as not to promise offers that may not be possible with the economic reality come November. This is to avoid selling at a loss, or losing customers due to your inability to meet expectations earlier announced.
2. Use Segmentation
Sort your customers into groups based on their purchase behavior, age, status, lifestyle, etc. This will help you know what group to send particular offers to.
Also, this might be a great opportunity to publicly reward regular customers for their patronage. You can achieve this by giving them better discounts and similar mouth watering offers, different from what is offered to everyone else.
This does not in any way imply you give bad offers to not so regular customers, to avoid losing them altogether.
3. Mobile Optimization
According to a recent research, over 90% of people on the internet access it through mobile devices. How is this relevant to your ecommerce business and email marketing?
Well, you now have to ensure your emails are optimized to be viewed on mobile phones, tabs, and similar devices. Resize icons to fit generic phone screens, and place your CTAs at obvious spots on the mail.
Summarily, rescale to fit interface for mobile phones, even if you craft your emails with a bigger screen like a PC.
4. Build Anticipation
One of the key elements of Black Friday is the seasonal sense it comes with. You can use this to build anticipation months, and further heighten the anticipation the closer November approaches.
We recommend having a digital countdown clock on the homepage of your ecommerce platform, and employing a similar strategy at your physical stores and pickup points.
Customers already know if they miss out on Black Friday sales they will have to wait a year. All you have to do is give them the push to make fast and smart purchase decisions. Talking about missing out, it brings us to our next point.
5. Implement FOMO strategy
As earlier stated, Black market sales happen just once a year. Granted, many online stores now try to prolong the season with lots of offers and all, but everyone keeps it within the November month frame.
You can take advantage of this to let customers know what they will be missing out on, if they do not make purchases within the Black Friday sales season. You can link this in your anticipation building email sequence for best effects.
6. Employ Social Proof
Many customers are of the opinion that some ecommerce stores use the rush of the Black Friday sales season to sell faulty or inferior products in their stock.
That is where social proof comes in. Encourage buyers to leave reviews on products they purchase, and these will be made available to intending customers.
You can also get social proof by checking in on customers post-purchase to inquire what they think about the product purchased, and posting the same for intending customers to see and review.
Remember your shop is online, so it is natural people need all the reassurance they can get before clicking on the purchase icon.
7. Post-purchase Check-ins
This strategy helps prove to customers your brand isn’t just focused on making sales, but on their general welfare as well.
It is not too common to see online stores check on customers after purchase, and ask questions on the value of the products they bought. This is also a huge opportunity to cross-sale and upsell if you play your cards right.
This strategy endears your customers to your brand, further strengthening your brand relevance. It also helps with referrals, as customers will be quick to suggest your brand to intending customers.
Also Read – 2025 Email Marketing Trends
Conclusion
Like every other seasonal sales period, Black Friday is your chance to shine, but such success demands strategy, not just blind luck.
Starting now, you have time to build and segment an email list, craft irresistible offers, and execute a segmented, personalized campaign. That is before the noise of the season starts building up as Black Friday approaches.
As the best ecommerce email marketing agency we have more strategies and tips customized to suit your ecommerce business. All you have to do is book a FREE discovery call with us today.
