We have already mentioned in previous posts that, as we are transportation email list about to enter the final stretch of 2016, Black Friday appears to be a springboard that helps brands to close the year successfully. Therefore, it is essential that brands focus all their efforts on promoting all those opportunities that may arise (and there are quite a few).
The big brands have known how to play their cards very well and have optimized and promoted their email marketing campaigns in order to capture the interest of users. We are talking about novel, original and captivating email marketing campaigns . Email is no longer just another channel, but has become the most relevant direct channel, especially on important dates such as Black Friday.
Below we will show, with several examples, some of the email marketing techniques that have been most successful this Black Friday 2016
1. Use of moving images (GIF's)
Last year we talked about the use of GIFs in email marketing campaigns . Especially during Christmas time, GIFs appear as a resource that is able to capture the attention of users as if it were a video.
In addition, we warned that GIFs were going to be a successful element in 2015, and so it was. The same has happened in 2016, as GIFs have managed to become the ultimate substitute for video over the last year. We have also been able to see this in the Bimba y Lola email that you will find below.
An original email that, through the use of GIFs, shows different products in a very noticeable and original way. There are many brands that have opted for this technique, but only those that know how to apply it have the visual success that Bimba y Lola's email has had.
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bimba22. Using loss aversion
Loss aversion is one of the most common persuasive techniques in email marketing in this type of campaign. These are campaigns that focus on specific days of the year and offer exclusive promotions and discounts. Therefore, promoting this fact in users creates a feeling of “urgency” in them and the chances of them deciding to buy increase considerably.
Tous wanted to convey this feeling of urgency through the use of the countdown in the email , one of the most striking and most prominent elements of the Black Friday 2016 email marketing campaigns.
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TOUS_Countdown_23. Use of repetition
It is clear that, in this type of campaign, brands have to be present at all times. In the case of Black Friday, it is not limited to the last Friday of the month, but to the entire weekend. Therefore, it is important to be present in the consumer's mind as much as possible, since competition on these dates grows considerably.
One way to be present and to ensure that the message reaches the consumer is to repeat the same message but create different email designs . This has been one of the most widely shared techniques by major brands and is a way of delivering a single message in multiple ways. In this way, the user is impacted with a single message on different occasions, but by having different forms, it does not give the feeling of repetition.
An example of this is Mango. The retailer has played with the same message (Everything at -20%!) throughout the weekend, but has done so with different versions of the email: some longer, others shorter, others with different images...
5. Using scarcity in design
The Pepe Jeans email that you will find below is a clear example of how less is more. Through a simple, yet original and eye-catching design, you can also have a good impact on users. In this type of email, where the visual predominates over the text , the user is able to identify what may interest them more quickly.
Therefore, simplicity does not exclude originality , and many brands, such as Pepe Jeans, have demonstrated this on Black Friday 2016.
