Blog / How to achieve a 26% increase in email sales during Black Friday

Preparation is Key for E-Commerce Success

For e-commerce businesses, Black Friday is not just a 24-hour sales event; it’s the culmination of months of diligent planning and digital marketing efforts. Devon Hyde, Senior Director of Digital Strategy and Client Solutions at Somebody Digital, emphasizes the importance of proactive strategies. “Simply posting a banner hours before Black Friday is insufficient. Success requires a comprehensive approach to warm up existing customers and attract new ones using all available digital tools.”

How can email marketing fuel your overall inbound strategy?

Email marketing remains a vital component of the digital marketing arsenal. “It’s a direct line to an engaged audience,” Devon explains. “Especially for B2C businesses, email marketing is key for leveraging relationships nurtured over the year, particularly during high-stakes periods like Black Friday and Cyber Monday.”

Somebody Digital’s recent work with a healthcare client illustrates this. By segmenting the client’s audience, building anticipation with a series of automated emails, and enhancing email personalization, the team achieved a 26% increase in sales during the Black Friday period compared to the previous year, and an impressive 47% increase in orders across the board.

“The data indicates that we got our strategy right,” notes Devon. “We cleaned up the email database, which led to a 17% decrease in the number of emails sent. Despite this, we saw orders increase by 47% compared to 2022, indicating that we reached a target audience that was ready to purchase.”

The Importance of Attribution in Email Marketing

Attribution is a cornerstone of any effective digital marketing strategy, and email marketing is no exception. Devon highlights, “With comprehensive data from the email marketing platform and Google Analytics, we can directly link our Black Friday email campaign to a 26% sales increase for this client. The number of clicks also went up to 7.6% this year. These metrics not only showcase our campaign’s effectiveness but also mark a record-breaking Black Friday for our client.”

An Integrated Marketing Approach

Of course, email marketing is ideal as an additional activity, alongside other marketing efforts, as success in digital marketing is not reliant on a single channel. “Our approach encompasses multiple touchpoints,” says Devon. “Email marketing works in conjunction with organic social media, SEO, and paid media ads to form a cohesive year-round digital marketing strategy.”

Beyond Black Friday, email marketing remains an invaluable tool. “It’s versatile and cost-effective, ideal for seasonal selling periods,” Devon notes. “With the right, well-planned strategy, our targeted and personalized content continues to deliver impactful results for our clients throughout the year.”

Are you interested in elevating your sales with an adept email marketing strategy? Connect with Somebody Digital and explore how we can drive your success.