multichannel

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Stress-Free Black Friday Email Marketing for Small Businesses

In the race of Black Friday email marketing, small businesses may find themselves overwhelmed with questions. Here are answers to 5 of the most frequently asked questions about Black Friday email marketing for small businesses. By developing an effective strategy in advance, you can get ahead of the Black Friday frenzy and spend more time enjoying the holiday. (For maximum relaxation, you can always work with an email marketing partner.)

How Many Black Friday Emails Should I Send?

Small businesses need to strike a balance between staying at the top of their subscribers’ inboxes and overwhelming them with too much messaging. Typically, Black Friday sales should warrant between 3 and 5 emails. Here are some campaigns any small business should consider when preparing for Black Friday / Cyber Monday:

  1. “Coming Soon:” Let subscribers know what you’ll be offering at least a week in advance
  2. “Sneak Peek:” Give VIP customers a closer look at your deals
  3. “It’s Here:” Announce when the sale has begun
  4. “24 Hours Remain:” Remind subscribers not to miss this sale
  5. “Don’t Forget to Check Out:” Use an abandoned cart automation to recover missed sales

Because Black Friday is such a major retail holiday, some small businesses may want to update their routine automations with a temporary banner or Black Friday Shoutout. An email marketing agency like Pure Firefly can work with you to create automations that convert.

When should I start planning for Black Friday and Cyber Monday?

In order to effectively execute a Black Friday and/or Cyber Monday Campaign, small businesses should leave plenty of time for planning and promoting their sale. Small businesses should start planning their Black Friday email marketing in August. By starting in August, you leave your team plenty of time to develop a multi-channel marketing strategy and prepare to fulfill an influx of orders.

What marketing channels should I use to promote my sale?

Today, more and more people are using their mobile devices to access information. This makes digital marketing channels like email and social media more important than ever. If you use an email marketing platform like Mailchimp, you may find that you have a variety of multi-channel tools already at your fingertips. Consider booking a training session with a digital marketing expert to look at your marketing options and build out a strategy in advance.

How can I stand out during the Black Friday rush?

Small businesses looking to stand out should use email marketing to reach previous and potential customers alike. Build anticipation a week or two in advance and use segmentation to target different types of customers. For example, you may reward customers who have purchased more than 3 times by opening the sale to them in advance. An abandoned cart automation can also make a huge impact on your Black Friday / Cyber Monday sales as well.

Be sure to sync up personalized, engaging email content with your marketing on other platforms. By meeting your customers where they are, you can ensure that your sale stays top-of-mind and stands out amongst competitors.

How do I know what’s working?

To evaluate your Black Friday / Cyber Monday campaign’s success, take a look back at last year’s performance and set a goal for this year. You may want to exceed last year’s Black Friday revenue by $1,000, or maybe you want to acquire 50 new customers. Most small businesses will find it most effective to evaluate success using a combination of various metrics. For example, your Black Friday announcement email may have earned a massive click rate but a low revenue if your site crashes or users are not impressed by the products you offer. 

Is it your first year setting Black Friday marketing goals? Try comparing metrics to your most recent sale, or work with a marketing expert to set goals that work best for your business.

Prepare for Black Friday with Pure Firefly

Pure Firefly is a full-service email marketing agency that specializes in working with small businesses and nonprofits. As a small business ourself, we understand how every moment makes a difference when growing your business. Save time and stress by hiring us to develop your Black Friday campaign, or book a strategy call so we can work with you to refine your plan.

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Are You Ready for Mailchimp’s New SMS Tool?

Technology is constantly evolving, and so are Mailchimp’s marketing channels with the upcoming addition of SMS marketing. SMS (Short Message Service) has been around since the early 2000s, but only recently emerged as a powerful marketing tool. Mailchimp’s SMS feature is currently in beta testing, but you can still take steps to prepare for the tool’s launch. In this blog post, we will help you prepare to leverage this exciting channel in your marketing strategy. 

What is SMS Marketing?

SMS marketing involves sending short, concise text messages to subscribers’ mobile phones. Because mobile phones are so integrated into most people’s day-to-day life, SMS is a great way for businesses to communicate directly with their audience. It’s especially well suited to time-sensitive messages like promotions, event reminders, and more. SMS marketing provides a direct and personal way to engage with customers, often leading to high open rates and quick response times.

Gather Opt-In & Phone Numbers

Before you can start using Mailchimp’s SMS tool, it’s essential to get permission from your subscribers to send them text messages. Implementing a clear opt-in process is crucial for legal compliance and demonstrates respect for your audience’s preferences. Update your subscription forms to allow users to provide their phone numbers and opt-in for SMS communications. 

You can also send a landing page for your current subscribers to opt-in for SMS. That way, you’ll have contacts to send to when your SMS campaign is ready to launch. Make sure to communicate the value of receiving SMS messages from your business and consider offering a special discount to encourage opt-ins. 

Wondering how to optimize your opt-in process? Try a strategy call with one of our Mailchimp experts.

Build Your SMS Strategy

Like any other marketing channel, SMS requires a well-defined strategy to maximize its effectiveness. To avoid being overwhelmed, remember to market smart. Determine your goals for using SMS, whether it’s to promote new products, send exclusive offers, or provide timely updates. Consider the send frequency of your SMS messages and strike a balance between staying top-of-mind and avoiding overwhelming your subscribers. Craft concise and engaging content that delivers value in each text message. 

As Mailchimp rolls out SMS tools to more users, they are likely to launch more help articles on SMS strategy. For now, their post on 5 Key SMS Strategies is a great place to start.

Apply for Mailchimp SMS

To access Mailchimp’s SMS tool, you’ll need to apply for it once it becomes available. Keep an eye out for announcements from Mailchimp regarding the public launch of the SMS feature and the application process. Once the application is live, be prepared to confirm your business information and compliance contact details. While SMS is in beta, availability is likely to be limited, and the application process may change once the tool launches.

Understand Mailchimp SMS vs. MMS

Mailchimp’s SMS tool will be able to send both SMS (text-only) and MMS (multimedia) messages. Understanding the differences between the two will help you optimize your communication strategy. SMS messages contain only text, while MMS messages can include images and videos. SMS messages are technically limited to 160 characters, but users can insert over 160 characters and allow Mailchimp to break it up into multiple messages. Consider the type of content that will best convey your message, and be sure to consider image size when sending MMS.

Build an SMS Strategy with Pure Firefly

You can never be too prepared. While Mailchimp SMS is still in beta, consider developing your strategy with a Mailchimp Pro Partner like Pure Firefly. Pure Firefly is a leading marketing agency offering comprehensive digital marketing services and one-on-one strategy calls. From implementation to data analysis, Pure Firefly can assist you every step of the way. Contact us at any time to set up a consultation.

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The Value of Multichannel Marketing

What I Learned This Week About The New Campaign Manager: Multichannel Marketing

Mailchimp’s new Campaign Manager is optimized for multichannel marketing. It allows users to track campaigns beyond email, across SMS, social media, direct mail, and digital ads. What’s the benefit of managing multiple channels in one place?

Picture this: Your favorite online shop sends you a coupon in the mail. After a week, this mailer makes its way from your mailbox to your coffee table, to somewhere underneath that growing stack of bills you mean to pay. 

Then, just when you thought the savings were lost forever, you get an email with that very same coupon code. This is just one scenario where multichannel marketing saves the day.

Using Mailchimp’s Campaign Manager, users can build connections across platforms in order to respond to customer needs. Users can now reinforce their brand identity across all of Mailchimp’s marketing tools. Email marketers can reap many benefits, including

  • Synchronize messaging between platforms and strengthen brand identity
  • Engage with customers at the right moment, on the right platforms
  • Boost engagement across marketing channels

With multichannel marketing, users meet customers where they’re at, and connect messaging across channels to boost engagement and sales.

Need help coordinating your multichannel strategy? Book a call with Pure Firefly!

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