3 BFCM Email Mistakes I’ve Seen This week

I’ve received a lot of Black Friday early access emails this week and have spotted some common mistakes.

So I thought I’d share the most confusing emails I saw with you.

Here they are:

1. “We’re not doing a Black Friday sale”, and right after this line “up to 85% off”. I clicked the email, and it directed me to a 404 page.

If you have a sale, say it boldly and clearly. If you don’t, say it boldly and clearly, too. Please don’t confuse customers. Not everyone can understand jokes and solve puzzles.

2. Exclusive early access but sale is live on site

An email said I got exclusive early access to sale because I’m a “VIP”. But the sale is already public. I don’t think I have any “exclusivity.”

I’ve said this multiple times, and I’ll say again: If you plan to send an exclusive VIP-early-access-to-sale email, make sure it’s actually EXCLUSIVE.

3. Email content and landing page aren’t relevant

An email said, “50% off select styles.” I clicked it and was directed to the homepage. “Where are those on-sale styles?” I was lost and frustrated.

Make sure your landing pages are hyper-relevant to your email message.

If your email says “50% off select styles,” then link it to a page that shows all the styles that are 50% off.

Don’t send customers to homepage or collection pages with a bunch of irrelevant items. Make their lives easier.

Hope these examples will help you think about ways to improve your BFCM emails. If you’ve learned something else, feel free to share it with me.

Have a great weekend.

Lavender

💌 Need my help with email strategy, planning, and implementation? Feel free to drop me a message, and we can chat. You can click here to learn about my service offerings.

😊 “When it comes to email strategy – not many people have the brain for it. Not only does Lavender have a brain built for email strategy, but she’s also got the copywriting skills to match. She’s a pro at finding (and filling) the gaps in your email experience and increasing email revenue.” Samar Owais, Founder of Emails Done Right, eCommerce Email Strategist