The clock is ticking and T-Day, or shall we call it D-Day is near. Which also means that Black Friday and Cyber Monday are right around the corner. These two days have earned the reputation of being some of the busiest shopping days of the season. According to reports by RetailMeNot and PracticalEcommerce, 63% of consumers plan on shopping on Black Friday this year, and $3.07 billion was spent online last Cyber Monday. This is the perfect opportunity to use your email marketing to drive your sales and ROI whether you are a small business or one of the big guys. However, to do that you need to plan and formulate a marketing strategy. Here are 5 guidelines to follow while planning your Black Friday and Cyber Monday email campaigns.

Segment Your List

Personalization is key to good email marketing. As big brands make efforts to become more relatable, smaller businesses can take advantage of what they know about their customers. A way to do this is by segmenting your email list into different groups such as frequent buyers, new subscribers, inactive subscribers and creating email offers based on their recent actions, or lack thereof.

Send Sneak Peeks

Start building excitement and anticipation for your holiday sale by sending your subscribers continuous sneak peeks leading up to D-Day of upcoming promotions so they have something to look forward to and so you are at the forefront of their minds when the time comes. It’s more important than ever to maintain a presence in the inbox and cut through the competition during the holidays.

Must Mobile Optimize

According to by Statista, 36.16% of Black Friday online sales were generated through mobile devices in 2015, and Adobe said that mobile devices drove 44% of shopping visits and 26% of online sales on Cyber Monday. With so many people viewing emails and accessing websites on their mobile devices, it is crucial that your emails are mobile-friendly. This way, your customer will be able to see your email offer from wherever they are and whichever device they use.

Create Attention-Grabbing Subject Lines

You want to make sure your Black Friday and Cyber Monday email campaign stand out from the crowd. According to Convince&Convert, 33% of email recipients open emails based on the subject line alone. The more captivating the subject line, the more likely it is going to be opened. Make sure to read our previous blog post, 4 Tips to Lure Your Readers In With Great Email Subject Lines. Here are a few examples of good Black Friday and Cyber Monday email subject lines.

“Tick tock, tick tock, the BLACK FRIDAY countdown begins”

“Black Friday Sale: Save 50% + Free Delivery

“Exclusive Cyber Monday Sale: Work can wait”

Early VIP Access: Shop Cyber Monday NOW!

Extend Your Sale

Why limit your sale to just Black Friday or Cyber Monday? By extending your sale, you’re spreading the holiday joy a bit further and also catching the procrastinators or anyone who missed the Black Friday and Cyber Monday buying frenzy. Send emails to your subscribers on Saturday and Tuesday to let them know your sales are available for some additional time.

Black Friday and Cyber Monday brings in a lot of traffic and sales. These are just 5 tips that can help you with your holiday email marketing, but there are many more tactics you can use to get a leg up during this upcoming shopping weekend. What other email strategies can you add to our list? Leave us a comment below and good luck!