Black Friday Bootcamp
I hope you are planning a Black Friday / Cyber Monday promotion. If not, there is still time.
I’m going to include 3 emails you can send to your customers on Black Friday and / or Cyber Monday. Of course, you will need to slightly tweak the email based on your promotion(s).
The emails I’ve included give you a few different angles and options depending on what it is you are selling.
THE EMAILS EXPLAINED
Email 1 is based on a campaign I wrote for a client who had a large list of prospects. It is designed to get the prospect thinking about the holiday season and the need for a fast server or VPS to handle additional orders and traffic. It’s all backed up with verifiable stats. The goal is to get them to consider looking at what we have to offer here with factual information. If you sell dedicated servers/vps/shared, I would lead off with this email. It is less ‘in your face’ and more cerebral.
Email 2 and 3 were designed for an actual client selling dedicated servers. The emails went out, and all of the servers sold out in a matter of hours. The revenue generated was $1,000 immediately, and over the course of a year generated $12,000. I’ve included these as follow ups to email 1 because they get straight to the point. if you have additional inventory, these are PERFECT… in fact, that was the solution to the problem I was presented with for this client. They had some additional inventory and wanted to fill it up before ordering new hardware.
Emails 2 and 3 can be sent to EXISTING customers as well… they are written as an ‘upgrade’ offer. For example, you could send it to your shared clients and place in VPS specs on the offers… or send it to VPS clients and place in dedicated servers in the specs… or send to lower spec dedicateds to higher end dedicated servers. You can tweak it as needed to fit your products and/or customer base.
THE EMAIL SCHEDULE
Using the 3 emails above, here’s the schedule I would go with…
Email 1 to send at 6AM, Email 2 to send around 3PM (reminder), and email 3 as a final reminder to send 1 hour before Black Friday expires at 11PM. Send these in your local time… or where the majority of your customer base is located.
The key is that you limit the amount of each so there is a true limited supply. I suggest you also promote a mid-range to high-end item that can be used an as upgrade to existing clients. This will result in fewer sales, but higher margins (which is a good thing). Customers that pay more, stay longer and eat up less support time. I guess this will just depend on your customer demographics more than anything.
I’m naturally lazy, so I like to charge more and do less work – so I prefer higher end customers.
NOTE: Keep the limits real. When you sell the allotted amount, stop the sale. If you are using a timer, when the clock strikes midnight, stop the sale. The purpose of this is that when you run a sale next time, your customers will be conditioned. They will know the sale is legitimate and has an end. Over time, this will help increase your sales.
PS. I’m including a bunch of emails I’ve written for a client from 2016, you can go through these as well and see if they work for your market. You’ll need to adjust them as needed and I’ve removed the company name and links.