Yesterday I mentioned about the opportunities that Black Friday/Cyber Monday (BFCM) offers for you and your clients.
Today I have something to say about BFCM strategy.
Now, I use Klaviyo for email marketing for my ecommerce clients.
It has reasonably nice integration with Shopify. And it’s a trusted brand. So people are OK with using it.
Klaviyo, the company, has some useful info they provide for this BFCM period.
There’s certainly some helpful stuff. Especially around getting started early. And building the excitement factor.
But they get some of it just dead wrong.
Because sometimes what’s touted as “best practices” are often the worst practices.
In particular, I’m talking about the “don’t send too many emails” mentality.
Everyone seems to be just so scared of sending one email too many and turning your subscribers into lifelong haters of your company.
But, guess what? Even though people can get a bit BFCM-jaded… they still expect to see you or your client in their inbox.
And if you’re not showing up more than usual… there’s the risk of not getting the attention needed.
And potential customers can miss out on taking advantage of whatever special deal’s on offer. And they won’t have the opportunity to enjoy your awesome product or service.
The eternal question: how many emails to send?
As always, it depends on your market. (Nicely wriggled out of that one, didn’t I 😉)
You need to know who you’re emailing.
But look…
Once a day for two weeks before BFCM weekend won’t hurt anyone (and if it does, that’s what “unsubscribe” links are for).
In fact, taking this approach can help to build momentum.
Then on the sale weekend. 2, 3, maybe more emails a day.
It’s fine. It’s an opportunity to showcase your products and connect people’s need to what you’re offering…
And at a time when they’re willing — and expecting — to spend and get a good deal.
Don’t forget, despite the BFCM excitement and hype:
Emailing is about gradually building a relationship.
It’s not about tactics and arm-twisting to get a sale.
There’s got to be value in each email. Something funny. Something interesting. A product to find out about.
The take away…
Emailing a lot for BFCM is kind of expected. So why not make the most of it? 😎
Ready to build your email list? Go here…
EmailForTheWin.com
Chris Milham