5 Black Friday emails

Here’s a quick recap of 5 different email campaigns from Black Friday from the fashion and sports accessories industries. Shapes, squares, blocks and (as you probably already guessed) the colour black prevail, but with some noticeable exceptions. Take from them what you will for your next series of holiday campaigns.

Brand: Greats
Date received: Fri, Nov 25, 2016 at 5:50 AM
Subject: Our Black Friday event is live! What’s interesting: Greats made an online event out of Black Friday from something that is normally presented as a Sale. Would this encourage greater participation or engagement from their customers? It’s difficult to say, but it’s something that could inspire some customer curiosity.

Another unique tactic that Greats employed was a specially editioned shoe “The Black Friday Royale” which as the name suggests, was specially prepared for Black Friday. Again, this isn’t something that you come across very often and might have been a hit amongst loyal customers.

Brand: Magicseaweed
Date received: November 24, 2016 11:46 AM
Subject: Black Friday: Up To 70% Off
What’s interesting? Apart from an up to 70% sale with a clean and elegant design, Magicseaweed failed to rock the boat with this campaign. No featured products screams, “generic catch all email” without personalisation. Magicseaweed could throw in a better set of waves next time.

Brand: P&Co
Date received: Thu, Nov 24, 2016 at 3:04 PM
What’s interesting? P&Co made use of an animated gif that displayed the amount of time left until the end of their sale which should have encouraged some customers make purchases. P&Co also made use of a zap emoji in their subject line and their creative was consistent with that, also featuring a prominent zap.

Brand: oki-ni
Date received: Thu, Nov 24, 2016 at 6:07 PM
Subject: 30% Off – Blackout Weekend
What’s interesting? The lack of button for the call to action “Shop Now”.  Tests have proven to have shown that buttons convert better than text links, having said that, this text link does make use of white space and isn’t hidden somewhere in some deeper copy.

Brand: Wanderlust
Date received: Tue, Nov 22, 2016 at 11:00 AM
Subject: Black Friday Came Early!
What’s interesting? Wanderlust + Co steps into the light with a predominantly white design, this contrasts with the other creatives which literally had a black design to coincide with Black Friday. It’s definitely a point of differentiation from what most other brands presented their customers with and might just have worked favourably for Wanderlust + Co.

The text on the call to action button “BASICALLY FREE” is not something that you might normally expect from your standard call to action text. It is however, fun and playful, but the verdicts out with whether it would have converted better than a “Buy now”.

Well there you have it, a little bit of creative inspiration for the next holiday period or new year perhaps?

Written by
Marcin Chruszcz
Account Manager at ExpertSender
Email and marketing geek. Specializes in email deliverability, strategy and design. Basketball and MTB riding enthusiast.
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