As we approach the Q4 period, it’s never too early to start preparing for your Black Friday and Cyber Monday email marketing strategy. Once Black Friday week hits, our inboxes are filled with a hurricane of brands fighting for attention, each with the ‘biggest’ and the ‘best’ offers you won’t get anywhere else. 

To set your brand apart from the competition, it’s crucial to plan ahead. Over 60% of brands send out multiple emails over the course of the Black Friday/ Cyber Monday weekend, and it’s a perfect time to up your brand awareness ahead of the Christmas shopping season. 

If you’re not sure where to start with Q4 planning or need some last-minute tips to enhance your strategy, we’ve outlined some top email marketing strategies to incorporate into your plans!

1. Send Pre-Black Friday Emails

Sending pre-Black Friday emails is great for keeping your brand at the forefront of people’s minds ahead of the big day. Not only will a pre-Black Friday email let your audience know about your upcoming event, but it will also ensure that your audience is regularly checking in on your brand throughout the Q4 period.

Additionally, sending pre-Black Friday emails is beneficial for A/B testing. Sending out different formats of emails with minor tweaks, such as the CTAs or subject lines, can help you determine what your audience is more likely to engage with so you can then tailor your Black Friday strategy accordingly.

2. Run a Lead Gen

It might seem like a given, but ahead of Black Friday, it’s beneficial to give your email list a much-needed boost. A simple but effective way to do this is to run a lead-generation advertising campaign. For example, offering your audience the chance to win a prize in return for submitting details, such as their email address, is a quick and easy way to increase your list size. Similarly, refreshing your pop-up on-site with an irresistible offer will also contribute to gaining new profiles.

3. Offer Something Unexpected

Email marketers only have 3 seconds to capture the attention of their readers, which isn’t surprising due to the amount of emails the average person will receive daily. If an email isn’t driving you to click on it, it swiftly gets forgotten about and lost within their inbox. Over Black Friday, to avoid this happening, make sure you’re offering something unexpected, whether that’s a mystery discount or a gift with each purchase!

One of the worst things you can do over Black Friday is to overcomplicate your promotions. If you’re offering multiple promotions and codes, things can get a bit too hectic. To make it as simple as possible, consider running a standard “up to” percentage amount. If you want to include a code, it helps to have this auto-applied at checkout to avoid customers dropping off if they input it incorrectly. In the design of your email, make sure the promotion is clearly highlighted within the design so it can’t be missed, and also referenced in the body copy and subject lines too!

5. Create An Effective Design 

Creating an effective design is one thing, but how do you know what works? To improve your email campaigns, consider running an A/B test to pinpoint which elements of your design are improving the CTR and which are hindering it.

Highlighting metrics such as colour, font size, and CTAs can instantly impact whether people will click through or discard! If a consumer clicks on your email, you’ll have, on average, 11 seconds to keep their attention, so making sure your design stands out for the wave of other Black Friday content is key! Keep the design of your email reflective of your branding but with stand-out elements specifically for the shopping season.

6. Make Use Of CTAs

CTAs (call-to-action) are one of the most underrated parts of any email campaign, especially over the Black Friday period. They’re one of the driving forces behind making your email recipients turn into passive readers to customers. One key way to make your CTAs stand out is to make use of bright and bold colours that will attract and hold attention. Additionally, it’s important to think about the placement of your CTAs to increase your click-through rate, make sure the copy used is clear and concise (between two and five words) and use actionable language.

7. Focus On Subject Lines

Subject lines are make or break for every email campaign. Over Black Friday, consumers’ inboxes are cluttered with emails, so it’s important to stand out. It’s estimated that on Black Friday, 116.5 million emails from brands were sent out (more than any other day), and Black Friday sees the highest number of emails opened and clicked. To prevent your emails from being lost in the void, having a cracking subject line to stand out from competitors is everything.

The secret to a great subject line is to keep it short and snappy. On average, subject lines with 50 characters or less tend to get an average of 12% higher open rates and 75% higher click-through rates. Including emojis within subject lines has been seen to increase click-through-rates by as much as 28%!

Additionally, it helps to use language that will really pique your audience’s interest, stay away from any overused cliches and keep them as attention-grabbing as possible.

8. Prep for Cyber Monday

To plan an effective Black Friday, it’s crucial to prepare for Cyber events too. With Cyber following straight after, it’s easy to forget about it or not prioritise it as much as Black Friday, however, it’s still an extremely profitable day! To make the most of it, create dedicated campaigns and tailor your online sales messaging so that it focuses on driving urgency. 

9. Incorporate SMS into Your Strategy

Sometimes the importance of SMS can be overlooked because a lot of brands assume that text messages won’t fit in with their brand. However, it’s a no-brainer for reaching even more customers. On average, 82% of people engage with marketing content on their smartphones, so it’s something to definitely explore, especially over the busy shopping period.

To gain SMS sign-ups, you can effectively tie your SMS campaign in with your lead generation and ask for customers to fill out their phone number as well as their email address. That way, they’ll be opted into your send list. It can also be used to send reminders when sales have launched or when offers are coming to a close.

Despite having only 160 characters to work with, SMS campaigns are longer than recommended email subject lines, so it can be just as, if not more effective than email marketing campaigns.

Welcome to the world of email A/B testing for mobile apps!

Here at Favoured, we’re all about delivering the best results for our clients, and that includes mastering the art of email marketing. In this guide, we’ll take you through the essentials of A/B testing your email campaigns to achieve maximum success for your mobile app.

What Is Email A/B Testing?

Email A/B testing, also known as split testing, is a method used to compare two or more variations of an email campaign to determine which one performs better. The goal is to identify the version that resonates most with your target audience, ultimately leading to higher open rates, click-through rates, and overall engagement.

In the context of mobile apps, email A/B testing can be particularly valuable, as it helps you fine-tune your marketing messages to drive user acquisition, engagement, and retention.

Benefits Of Email A/B Testing

There are numerous advantages to incorporating A/B testing into your email marketing strategy for mobile apps. Some of the key benefits include:

• Improved open rates: By testing different subject lines, you can identify which ones capture your audience’s attention and entice them to open your emails.
• Increased click-through rates: Experimenting with various email elements, such as CTAs and layout, can help you determine the most effective ways to encourage recipients to take action.
• Enhanced engagement: A/B testing allows you to create more relevant and engaging content for your target audience, resulting in higher conversion rates and stronger user relationships.
• Data-driven decision making: With A/B testing, you can make informed decisions based on actual user behaviour, rather than relying on assumptions or gut feelings.

Key Metrics To Track

When conducting email A/B tests, it’s essential to track specific metrics to gauge the success of your campaigns. Some of the most critical metrics to monitor include:

• Open rate: The percentage of recipients who open your email. This metric can help you evaluate the effectiveness of your subject lines.
• Click-through rate (CTR): The percentage of recipients who click on a link within your email. A high CTR can indicate that your email content is engaging and relevant.
• Conversion rate: The percentage of recipients who take the desired action after clicking a link in your email, such as downloading your app, making a purchase, or signing up for a newsletter.
• Unsubscribe rate: The percentage of recipients who opt out of receiving future emails from you. A high unsubscribe rate may suggest that your email content is not resonating with your audience.

Understanding the basics of email A/B testing is the first step towards optimising your mobile app marketing campaigns. By grasping the concept, benefits, and key metrics of A/B testing, you’ll be well-equipped to make data-driven decisions that drive real results for your mobile app.

Setting Up Your Test 

Defining Your Goal

Before you start setting up your A/B test, it’s crucial to determine the primary objective of your test. Having a clear goal will help you focus your efforts and make data-driven decisions based on the results. Your goal should align with your overall mobile app marketing strategy and be specific, measurable, attainable, relevant, and time-bound (SMART). Examples of goals for email A/B tests include:

• Increasing the open rate by 10% within 30 days
• Boosting the click-through rate by 15% within 60 days
• Reducing the unsubscribe rate by 5% within 45 days

Selecting Variables To Test

Once you’ve set your goal, it’s time to choose the variables to test in your email campaign. The variables you select should have a direct impact on your goal and be something you can measure. Here are some common email elements to consider testing:

• Subject lines: Test different wording, phrasing, or personalisation techniques to capture your audience’s attention.
• Email content: Experiment with different content styles, lengths, or structures to see what resonates with your recipients.
• Call-to-action (CTA): Try various CTA placements, wording, or button designs to encourage users to take the desired action.
• Images and visuals: Test different images, colours, or visual layouts to determine which one drives higher engagement.
• Personalisation: Compare personalised content, such as using the recipient’s name, to generic content to assess its impact on your metrics.

Creating Variations

Now that you’ve chosen your variables, it’s time to create the variations for your email campaigns. Keep the following tips in mind when crafting your variations:

• Limit the number of variations: While it may be tempting to test multiple variations, it’s best to limit yourself to two or three, so you don’t dilute your results or prolong the testing process.
• Make distinct changes: Ensure the variations are different enough to provide meaningful insights. For instance, if testing subject lines, one could be a question, while the other could be a statement.
• Keep other elements consistent: To ensure accurate results, only change the variable you’re testing and keep all other elements the same across variations.
• Consider your audience: When creating variations, take into account your target audience’s preferences and behaviours to craft relevant and engaging content.

Setting up an A/B test for your mobile app’s email campaigns is an essential step towards optimising your marketing efforts. By defining your goal, selecting the right variables to test, and creating effective variations, you’ll be well on your way to enhancing your app’s performance and building stronger relationships with your users.

Implementing & Analysing Your Test

Test Duration & Sample Size

Determining the optimal test duration and sample size is crucial for obtaining accurate and reliable results. Here are some factors to consider when deciding on these parameters:

• Test duration: The length of your test should be long enough to gather sufficient data, but not so long that it delays your marketing efforts. Generally, a test duration of 7 to 14 days is recommended for most email A/B tests.
• Sample size: Your sample size should be large enough to provide statistically significant results. Use an A/B test sample size calculator to determine the appropriate size based on your desired confidence level and the expected difference between variations.

Keep in mind that these recommendations may vary depending on your specific circumstances, such as the size of your email list or the frequency of your email campaigns.

Launching Your Test

Once you’ve determined the test duration and sample size, it’s time to launch your A/B test. Follow these steps to ensure a smooth test launch:

• Segment your email list: Divide your email list into random, equal-sized groups to ensure a fair comparison between variations.
• Send your variations: Schedule your email campaign to send the different variations to the corresponding segments of your email list.
• Monitor the progress: Keep an eye on the key metrics, such as open rates, click-through rates, and conversion rates, throughout the test duration to ensure everything is running smoothly.

Analysing Results & Drawing Conclusions

After your test has concluded, it’s essential to analyse the data, draw conclusions, and apply your findings to future email campaigns. Here’s how to go about it:

• Review the data: Examine the key metrics for each variation and compare them to determine which one performed better.
• Check for statistical significance: Use an A/B test calculator to ensure the differences between the variations are statistically significant, indicating that the results are not due to random chance.
• Draw conclusions: Based on the data, determine what you’ve learned from the test and how it can inform your future email marketing efforts. For instance, if a specific subject line format led to higher open rates, consider using a similar approach in future campaigns.
• Apply your findings: Incorporate your learnings into your email marketing strategy to continually optimise your campaigns and drive better results for your mobile app.

Implementing and analysing your email A/B tests is a critical step towards optimising your mobile app marketing campaigns. By determining the appropriate test duration and sample size, launching your test, and analysing the results, you’ll be able to make data-driven decisions that enhance your app’s performance and foster stronger relationships with your users.

Best Practices

Consistent Testing

To achieve long-term success in email marketing for mobile apps, it’s crucial to make A/B testing a consistent part of your strategy. Regular testing allows you to:

• Continuously optimise your campaigns: Stay ahead of the curve by continually refining your email campaigns based on data-driven insights.
• Adapt to changing trends: Keep your email marketing efforts relevant and up-to-date by adapting to evolving user preferences, industry trends, and market dynamics.
• Validate new ideas: Use A/B testing to validate new marketing concepts or tactics before fully implementing them in your campaigns.

Avoiding Common Pitfalls

As with any marketing endeavour, there are potential pitfalls to watch out for when conducting email A/B tests. Here are some common mistakes and how to avoid them:

• Testing too many variables at once: Focus on testing one variable at a time to ensure accurate results and avoid confusion when analysing the data.
• Ignoring statistical significance: Make sure your test results are statistically significant to avoid drawing conclusions based on random chance or insufficient data.
• Focusing solely on short-term gains: While it’s essential to optimise for immediate results, also consider the long-term impact of your email marketing strategy on user retention and lifetime value.

Utilising Automation & Growth Hacking Strategies

Leveraging automation and growth hacking techniques can help streamline your email A/B testing efforts and drive even better results for your mobile app. Consider the following strategies:

• Email automation: Use email marketing automation tools to schedule and send your A/B tests, track key metrics, and segment your email list efficiently.
• Dynamic content: Implement dynamic content in your email campaigns to personalise messages based on user behaviour, preferences, or demographics, and A/B test the effectiveness of various personalisation techniques.
• Multivariate testing: Once you’re comfortable with A/B testing, consider using multivariate testing to assess the impact of multiple variables simultaneously and identify the best combination of elements for your campaigns.

Mastering email A/B testing for your mobile app is an ongoing process that requires consistent effort, learning, and adaptation. By following best practices, avoiding common pitfalls, and utilising automation and growth hacking strategies, you’ll be well on your way to achieving long-term success in your email marketing campaigns.

As a data-driven full-funnel marketing agency, Favoured believes in the power of optimising every aspect of the customer journey, and that includes email marketing.

We’re dedicated to helping businesses drive real results, and A/B testing plays a crucial role in this process. Reach out if you want to supercharge your email campaigns with us. Happy testing!

Digital marketers are continually scrambling to unearth the latest SEO techniques, social media trends, and pay-per-click strategies. However, there’s one tool that is often overlooked, gathering dust in the corner, while holding a significant amount of untapped potential. This unassuming powerhouse is none other than the humble email signature. 

This tiny parcel of real estate at the end of your email, which is often given a simple cursory glance, can be a significant part of your digital marketing arsenal. So, before your eyebrows disappear into your hairline, let’s delve into why you shouldn’t underestimate the might of a well-crafted email signature.

Understanding the Basics of a Professional Email Signature

A professional email signature is more than just your name and job title (or at least it should be). It’s like a digital business card – concise, informative, and, if done right, memorable. Here are the fundamental elements of an effective email signature:

• Your name and title: This is not the place to be mysterious. Make sure your full name and your position in the company are clearly stated.

• Contact information: This typically includes your work phone number, email address, and possibly a physical address if relevant.

• Company logo: Adding a company logo increases recognition and adds a visual element to your signature.

• Social media icons: Provide links to your professional social media platforms. This bridges the gap between email and social networking, helping to increase your followers.

• A call-to-action (CTA): This could be anything from ‘Book a free consultation’ to ‘Check out our latest blog post.’ A compelling CTA can drive traffic and conversions.

How to Build an Effective Email Signature

Building an effective email signature is more art than science. It requires finesse, creativity, and the ability to condense crucial information into a compact, engaging package. The following steps should serve as your roadmap:

Keep it short and sweet: Though it might be tempting to include every detail about your role or your company, remember that brevity is key. Your email signature should ideally be no more than three or four lines of text. In this small space, you need to convey who you are, what you do, and how the recipient can connect with you.

Choose the right information: Prioritize what information is most important for your contacts to have. Beyond your basic personal details, consider what would serve your audience best. Would they appreciate a direct line to your desk phone? An invitation to connect on LinkedIn? A link to your latest insightful blog post? Tailor your content to your audience.

Make it mobile-friendly: In today’s digital era, it’s a given that many people check their emails on their mobile devices. Therefore, ensure your signature is easily readable on smaller screens. A stack, rather than a horizontal layout, typically works better for mobile viewing.

Design for clarity: Select a simple, professional font and stay away from ornate or stylized choices that might confuse or distract the reader. Ensure there is enough contrast between the text color and background so your signature is easily legible. Also, resist the urge to overuse color. Stick to one or two brand colors to maintain a clean, professional look.
Include a call-to-action: This is one of the most underutilized aspects of an email signature. It’s an opportunity to direct the recipient towards something specific – a new product, a whitepaper, an event, or even a survey. This CTA should be updated regularly to keep your communication fresh and relevant.

Use appropriate visuals: If there’s space, consider adding a professional headshot or your company logo. It helps to humanize your emails and boost brand recognition, but remember to keep the file size small to avoid issues with email loading times.
Add your signature to your email client: After crafting your compelling and concise signature, it’s time to bring it to life. Different email clients have their own methods for adding signatures.

• Outlook: To add a signature in Outlook, click on ‘File’, then ‘Options’, followed by ‘Mail’. Navigate to the ‘Signatures’ button where you can create a new signature and assign it to your desired email account.
• Gmail: If you’re a Gmail user, click on the gear icon in the top right corner of your mailbox and select ‘See all settings’. From there, go to the ‘General’ tab and scroll down to ‘Signature’. Here you can create a new signature and format it as desired.

The Benefits of a Professional Email Signature for Digital Marketing

Harnessing the power of a professional email signature can provide a treasure trove of benefits for your digital marketing strategy.

Enhances Brand Awareness

Each email you send is a branding opportunity, a chance to visually etch your brand into the recipient’s memory. With a consistent, professional signature, you reinforce your brand identity with every correspondence. Over time, this repetition builds brand familiarity and keeps you top-of-mind for potential clients or collaborators.

Promotes Brand Consistency

By using a standardized email signature across your organization, you can maintain brand consistency. This professionalism doesn’t just look good – it fosters trust and credibility, which are invaluable in any business relationship.

Drives Traffic to Your Website or Social Media

Strategic links in your email signature can guide your recipients to your website, blog, or social media platforms. It’s a simple yet effective way to increase your overall web traffic and boost potential conversions.

Boosts SEO

Those strategically placed links can also contribute to your SEO efforts. While they won’t have a massive impact, every bit helps when you’re competing in the digital marketing arena.

Adds a Personal Touch

An email signature, especially one with a professional headshot, adds a human element to your communication. This touch of personality can help to build trust and foster relationships, particularly important when connecting with new contacts or maintaining existing relationships.

Reinforces Your Professional Image

The simple act of including an informative and professional signature can heighten the perception of your professional image. It shows that you pay attention to details and respect the recipient enough to provide them with important contact information.

Provides a Low-cost Marketing Tool

Unlike other marketing tactics, email signatures cost practically nothing. However, with careful crafting, they can yield considerable returns. By leveraging the emails you already send out every day, you’re utilizing a space that would otherwise go to waste.

Offers Additional Contact Points

Including different contact methods in your signature gives recipients more ways to reach you. By offering various channels – whether that’s a phone number, a LinkedIn profile, or a direct email address – you make it easier for the recipient to choose their preferred method of communication. In turn, this can lead to increased interaction and engagement.

Final Word

In the constantly evolving landscape of digital marketing, it’s easy to get swept up in the whirlwind of new trends and tactics. Amid all this change, however, don’t forget about the unassuming power of the professional email signature. Though it may seem small and insignificant in the grand scheme of digital marketing, it can act as a silent yet potent partner in your marketing endeavors.
With its potential to enhance brand awareness, drive web traffic, offer a personal touch, and provide a cost-effective marketing tool, a well-crafted email signature is a hidden gem in the digital marketing toolbox. So, don’t overlook this valuable space. Make every pixel count, and let your email signature do some of the heavy lifting in your digital marketing strategy.