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Everlytic's top 13 campaign tips for Black Friday/Cyber Monday

Black Friday and Cyber Monday (BFCM) are on 23 and 26 November 2018. What does that mean for marketers outside of the US? You'll be surprised. In the last few years, the shopping frenzy has made its way to local shores, and businesses are seeing an impact.

For example, in the month leading up to BFCM last year, Everlytic sent 25.3 million emails with ‘Black Friday’ or ‘Cyber Monday’ in the subject line. On Black Friday and Cyber Monday specifically, we sent 35.3 million; some of which had a click-through rate of 24.5% (compared to our local average of 3.46%). It’s big.

Want to optimise your BFCM campaign this year? Here’s the condensed version of our Top 13 Black Friday/Cyber Monday Campaign Tips from the Everlytic blog:

Everlytic's top 13 campaign tips for Black Friday/Cyber Monday

  1. Prepare for Mayhem
    The first step to getting BFCM ready is to make sure your infrastructure is prepared for it. Because if that fails on the day, it won’t matter what you decide to do with your marketing campaign.

  2. Track Your Results
  3. Before you compile your campaigns, plan how you’ll track their success. This will inform future campaigns and determine your ROI.

  4. Know the Basics
  5. When you get started on your BFCM campaign, make sure you have a strong grasp of the basics of email and inbound marketing.

  6. Offer Great Deals
  7. Your clients will be bombarded with multiple sales and big BFCM deals. Make sure yours stand out by offering something that your clients can’t resist.

  8. Tailor Your Offer
  9. Not every retailer has the margin to offer the kind of BFCM discounts you’ll see at giant retail organisations. But that doesn’t mean you should stay out of the game.

  10. Create Urgency
  11. One of the biggest conversion tactics employed during BFCM sales is the sense of urgency – they’ll never get products like this at these prices again.

  12. Use Hot Subject Lines
  13. One of your audience’s first interactions with your sale will be through an email subject line – the make-or-break first impression of your campaign.

  14. Make it Look Good
  15. The best campaigns don’t just say things well – they look great too.

  16. Communicate Terms
  17. Explain your deals clearly and make the terms obvious.

    Everlytic's top 13 campaign tips for Black Friday/Cyber Monday

  18. Automate Your Campaign
  19. If all goes well, you’ll be inundated with sales on BFCM. Automate everything, so you have as much mental capacity and physical agility available to deal with any issues that come up.

  20. Embrace Social Media
  21. Social media should be a solid part of any marketing campaign. Burn the Book suggests tying your graphics to your website, email, and other sale material.

  22. Extend Past Sale Day
  23. No one says you only have to offer deals on Black Friday and Cyber Monday. Many companies surprise their clients with extended sales beyond these days too.

  24. Engage Beyond BFCM
  25. The BFCM craze is more than just an opportunity to push sales – according to, it’s a great time to acquire new leads too.

    If you haven’t started your BFCM campaign planning yet, read the full article on the Everlytic blog and get cracking. There’s lots to do.

18 Oct 2018 10:55


About Candice Lee Reeves

Candice Lee Reeves is the playful Senior Digital Copywriter at South Africa's leading digital marketing platform, Everlytic.