How to make the most of MailChimp this Black Friday

How to make the most of MailChimp this Black Friday

Author: Dominic Lidgett — Read time: 4 mins

So, you’ve got some killer deals to tempt your customers and you’ve tested your website to make sure it can handle lots of traffic. The next step, is to figure out where that traffic is coming from!

Undoubtedly, PPC, social media and email will play a massive role in promoting your Black Friday offers. In this post, we’re going to share some tips to help you make the most of MailChimp and ensure your email strategy is on the money. Literally.

Where are you sending people?

Before you even think about sending out an email, you need to consider where you’re going to direct your traffic. It’s no good having products on sale with amazing discounts if your potential customers can’t find them. Have you thought about having a Black Friday landing page to showcase your best offers?

MailChimp’s free landing page builder is easy to use and allows you to create landing pages that are on-brand and designed to sell. It’s definitely worth a look.

Segment your audience

To ensure your email campaign is as successful as possible, you need to say the right things to the right people. Send specific offers to people who’ve purchased those products previously, ensure any location-based content is only seen by people who live in those areas and always make sure you send discounts and offers to customers who’ve used them in the past.

Go one step further with personalised subject lines and email content to entice the customer even more!

Build your list

Admittedly, there’s not a lot of time left to do this, but why not start teasing your website visitors and social media followers now, by letting them know you have exciting plans for Black Friday?

Encourage them to sign up to your email database to find out about the offers before anyone else, and you may just find they stick around to see what else you have to send them after the big day’s over!

Use multiple channels

Whilst email is a valuable tool to aid you in your Black Friday strategy, don’t just rely on this alone. Make sure it’s just one element of a wider marketing campaign so you can leverage traffic from multiple platforms. Where possible, you should use social media advertising and PPC to push your offers, directing people to relevant content and deals they simply can’t say no to!

Remember mobile

According to MailChimp, approximately 57% of people online are using a mobile or tablet device. As we discussed in our recent blog post ‘Preparing your eCommerce store for Black Friday’, you must ensure your website loads quickly on mobile and is optimised for smaller screens. MailChimp does this automatically, so you can rest assured your emails will look the business!

Make sure automations are prepared

Automated emails provide a great way to stay in touch with your customers without having to lift a finger. Set up welcome messages, recommended products and abandoned cart emails now, so you don’t have to worry about this during the busy shopping season ahead.

Test, test, test

We’ve all received those emails from brands that say “oops, something went wrong!” when a link hasn’t worked, or an email has been sent in error.

On Black Friday, you’re going to be competing for attention more than any other time of the year, so you can’t afford to have one of these mishaps that could potentially irritate your customers and result in lost sales.

Check email links, voucher codes, scheduled social media updates and all adverts to ensure they’re correct, accurate and work properly.

Then check them again.

And maybe again, just to be sure ;)

What if something goes wrong?

All of the planning in the world can’t prevent some things from happening.

You lose internet connection, Facebook is down so your ads don’t work, or you accidentally delete an important page on your website. Have a strategy for if things go wrong, and if all else fails, stay smiling.

There’s always Cyber Monday to look forward to.


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