Here's a quick look at some of the Black Friday emails I've got in the last 24-36 hours. I'll warn you in advance that this isn't the most diverse group of marketers (these focus on the MMA/wrestling business), but nevertheless, they're trying to sell product too and the lessons are still the same.
- MMA Warehouse (merchandising)
- Subject Line: MMAWarehouse.com Black Friday 20% Off Storewide + FREE Ground Shipping Over $100!
- Recieved: Friday @ 12:03 AM
This is pretty straight-forward: a giant image with a simple message: 20% off and free shipping after $100 is spent. Effective? At first blush, 20% doesn't feel like a lot and with no specific merchandise drivers, I passed on a click-through. Also, the image-only approach is a bad practice but you know this by now. Weak offer with no visuals - no buys.
- WWE (pro wrestling company)
- Subject Line: Doorbuster Blowout! Get up to 75% off
- Recieved: Friday at 5:06 AM
Now, we're talking. 75% off? This not only enticed me to open and click-through, but I'm a credit card number away from ordering a DVD or two at 50% off. An effective subject line, a great offer and ease of use when I clicked through - an area where some marketers struggle in the retail space. Nice work.
- Clover Black (clothing)
- Subject Line: Clover Black Friday
- Recieved: Wednesday @ 11:39 PM
I like the their attempt at a quip in the subject line with the Black Friday reference combined with their company name, but I wanted to see a better subject line pushing the 50% off an entire order offer. That's a great deal, so show off a bit about it! I've been on this list forever and the offer is a perfect enticement for me to finally buy something (see a trend?). Like MMA Warehouse, they should have put some visuals in here to help push product.
I also wonder about the timing in sending out the day before Thanksgiving. I got this while in a comedy club checking my email between acts and just kind of forgot about it until today when I was cleaning out the inbox. As people that are looking to buy are probably gearing up for Friday's onslaught, this felt premature to send on the day before Turkey Day.
- Affliction (clothing)
- Subject Line: New Women's Tops, Men's Button Downs and Great Gift Accessories!
- Received: Friday at 6:19 AM
Affliction sends out on a regular basis with the same look and feel, so this didn't feel unique or standout to me. The Black Friday push isn't in the sweet spot and is confusing once you get to it. How do I get $100 off as opposed to $25? What's the criteria? Maybe this was just intended to be a regular email without a huge Black Friday incentive, but what would be the point of that? To me, by sending out an email, you're saying, "Hey, buy my product!" not "Ehhh...take it or leave it."
So what did we learn today?
If you're sending an email on one of the biggest sales weekends of the year, make it clear, direct and easy to digest. It's Black Friday so your time to grab someone is minimal. Make it matter!
If you've seen anything good, bad or turkey ugly, let me know by dropping me an email at josh [at] sendlabs.com, on our Twitter feed or via Facebook.