Two Black Friday emails that aren’t too shabby.
Black Friday emails are notoriously monotonous and templatized. In truth, they don’t need to be much more. Everyone knows the deal. The brand is offering a HUGE DISCOUNT and the customer wants it. I wanted these emails to be different. So, I used the voice of a longtime employee and the voices of the founders to humanize the brand in the customer’s eyes. I wanted to show them that, yes, they were running a big sale, but there were also real people behind the products and discounts.
Shop Small Saturday is the Saturday between Black Friday and Cyber Monday. In previous years, we had sent an email from the founder. This is a tactic you’ll see from many small to mid-size ecommerce brands. I’m not against it, but I wanted to use a voice of a longtime employee to help us stand out from the tidal wave of emails people receive during this season.
I loved writing it, but the best part about it was that it worked.
This email had a 45% open rate, 2% CTR, and made over $15,000 the day it was sent.
This was one of the last emails we sent during Supply’s Black Friday campaign. Instead of screaming “LAST CHANCE!!! BUY NOW!!! THESE DEALS ARE LEAVING FOREVER!!! DON’T YOU WANT TO SAVE MONEY?!?!” I decided to use the authentic voice of Supply’s founders to talk about the origins of the company and show readers the real people who built the brand. This helped separate us from the larger brands in the space who were screaming about their deals and deadlines.
The audience loved it. This email had a 51% open rate, 2.3% CTR, and generated over $21,000 in revenue.
