9 brilliant Black Friday marketing hacks

Black Friday is the most significant date in your ecommerce calendar. Consumers are digitally armed and eager for a bargain, but willing to spend. We've sought out every trick in the book to help you smash your seasonal sales.

Over the course of four weeks we’ll be revealing a selection of our 37 brilliant Black Friday marketing hacks. Watch out every Friday until Black Friday for smart tactics you can start using now, or download the full cheatsheet here.

1. Build a year-long Black Friday landing page

Put your SEO hat on! Shoppers will start searching online for their purchases weeks before the Thanksgiving weekend. Did you know that search interest in Black Friday has grown 242% over the last five years according to Google Trends? If you have a high-ranking page, you’ll get seen before the competition. Having a consistent Black Friday landing page all year round creates an impressive and unswerving page ranking result on Google. You know it makes sense!

2. Build anticipation early

The window of opportunity to vie for your target customers’ attention is small. Plus, you’re competing with other brands to get in first. Ramp up your mailing list and social followers in early Fall to maximize the number of consumers you’re able to reach in November. Start sending promotional emails to build the hype early in the weeks before Thanksgiving.

3. Personalize your messages

Black Friday is an attention-grabbing game that can be won with personalization. Include first name, local store, persona-based dynamic content – anything remotely relevant that can hook the reader. Did you know that personalized marketing emails experience 41% higher unique click-through rates than generic ones? That’s the smart way to unlock lucrative holiday sales.

4. Create unique experiences

Know your loyal customers from your infrequent shoppers, and understand who spends how much and on what. Every customer has different needs and wants. Use RFM (recency, frequency, monetary value) to filter contacts into segments and deliver a more fitting message. You wouldn’t want to offer 50% off to a customer who typically spends $400 per order.

5. Make subject lines catchy AF

Black Friday is the time to nail the almighty subject line. Expect an unopened email if your subject line is rubbish: your campaign’s success is at stake. Either spur curiosity or iterate the benefits: i.e. ‘The deals you’ve been waiting for inside’ or ‘STARTS NOW: 50% off Black Friday sale + free shipping’. Plus, don’t forget to test and optimize!

6. Put emphasis on the CTA

Calls to action should always be placed above the fold. Don’t hit send if it’s not clear what action the recipient should take. The inverted pyramid method works best; it grabs attention, builds the anticipation, and draws the reader in.

7. Send a ‘save the date’

Save the dates are a great way to get subscribers to block out key events in their diary. Include a CTA in your promotional email campaigns that allow subscribers to save the date in their calendar, so their mobiles will remind them of your deals.

8. Timing is everything

If you’re a global company, don’t forget to schedule your sends by time zone to avoid your customers’ bafflement. You don’t want to send a 60-minute countdown timer to Australia in the middle of the night, or a morning flash sale to the Pacific West Coast after midday.

9. Use web behavior

While your promotional campaigns are hitting the inbox like a well-oiled machine, make sure your behavioral triggers are running like clockwork in the background. Send timely nudges to anyone who abandons their browse and re-target users who quit their search across Google and social channels.


That’s it for this week! To unlock the other 28 Black Friday marketing hacks, grab a free copy of our cheatsheet here.