The Absolute Best Time to Send Your Black Friday Emails

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Karolina Petraškienė
Content Marketing Manager
Reading Time: 3 minutes

Black Friday as a single-day holiday is long gone. Year after year, it has expanded to Grey November and in many cases it lasts a month or even longer. However, during this busy period, retailers should stay focused on the most critical days and avoid missing the best time to send Black Friday emails.

Consider Kicking Off on the Second-half of October Weekends

With the arrival of Amazon’s Prime Day, people start to feel the holiday vibes. This year, it’s October 13th and 14th. Consider these days as the unofficial start of holiday shopping season. Pick the following weekends to introduce upcoming holiday deals and consider launching some early-access campaigns.

Why weekends? They tend to see a lower sending volume. People have time to read emails and do online shopping. Use these days throughout the entire sales season to your advantage.

These are some ideas for emails in advance:

  • Sneak-peek/sale teaser email
  • An early-access offer email
  • Invitation to join an exclusive ‘SMS offers only club’ email
  • Sale announcement email

Idea for Black Friday 2020: SMS marketing will be BIG this year. And it’s still not too late to send emails asking subscribers to also sign up for your SMS program. You can incentivize this with SMS-only deals and early-bird access to deals throughout the entire holiday season.

The Best Time to Email in November

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When it comes to Gray November, let the show begin during the first days of the month. That’s the time to start sending irresistible marketing messages, and increase your email cadence.

Also, consider supplementing emails with SMS messages. You can send an SMS to those who didn’t open your emails, or to your most engaged customers to boost their anticipation even more.

For more about the customer segments that should get the majority of your messages, check out the article Unalike Holiday Email Campaigns 2020: The Who, How, and When.

November 13th can be another holiday season tentpole. Two weeks before Black Friday, you can expect a significant growth in competition. Don’t let other retailers steal your customers! It’s time to reveal your trump cards and create more actionable campaigns for these days, reinforcing them with SMSs.

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Finally, the Cyber Ten. This year, it starts on Nov 22 and ends on Dec 1st, a.k.a. Cyber Tuesday. These ten days are the peak time for Black Friday deals and promotions. Arm your communication with best deals, free shipping, and intensive communication via email and SMS. It’s most likely that Thanksgiving Day, Black Friday and Cyber Monday will be the most intense both in sales as well as competition-wise. So don’t wait until Black Friday to start your deals and promote them in advance.

These are a few email content ideas:

  • Sale announcement email
  • Thanksgiving Day email
  • Sale reminder email
  • Final hours email
  • Best-sellers on sale email
  • Cyber Monday email
  • Cyber Tuesday – the last chance – email

Wrap Up

This year, ecommerce retailers will be active like never before. To overcome the increased competition, arm your business with compelling sale offers and bulletproof communication. Start promoting your Black Friday deals in advance, don’t be afraid to send messages over the weekends, offer early access, and reinforce your communication with SMS messages.

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For more Black Friday email marketing tips and statistics, check out the following:

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Karolina Petraškienė

Karolina is a writer, content marketer, and email enthusiast at Omnisend. When she's not curating articles, you can find her in the woods challenging herself in hiking boots or off-roading her bike.


Further Reading:

The Highest Converting Subject Lines For Black Friday Campaigns
3 Ways to Optimize Your Holiday Email Templates in 2020
holiday workflows blog cover
6 Ways to Optimize Your Holiday Workflows in 2020

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