Four tips for optimal email marketing on Black Friday

Friday is Black Friday and therefore a preliminary highlight of the Christmas shopping season, which is already in full swing. The American tradition has been gaining in importance in Germany for around ten years and has become indispensable for both consumers and retailers - including online retailers.

1. no change to the infrastructure before the Christmas business

One or two months before the start of the Christmas season, you should refrain from making any significant changes to your technical infrastructure. Because if there's one thing you don't want during the busiest time of the year, it's technical problems that lead to a poor customer experience.

2. maintain address lists

Inactive e-mail addresses should be removed from mailing lists as quickly as possible, as sending marketing e-mails according to the watering can principle not only has a negative impact on the image of a provider, but can also lead to the e-mails ending up in the spam folder of active customers.

3. mailings with measure and target

The number of marketing emails that a customer receives should not increase significantly around Black Friday. Apart from the fact that they can quickly feel annoyed by this, there is also a risk that an algorithm will mark the emails as spam.

4. no confusion in the subject line

What you promise in the subject line of an email should be reflected in its content. Clear, enticing offers and a call to action ensure that customers click on links. This is not only pleasing in terms of the conversion rate, but also an indicator for the email provider that the content is reputable and therefore emails that will be sent to the regular mailbox of their recipients.