Top gift card email marketing campaign tips:
Tip 1: Suggesting your best-selling products in your email helps curb decision fatigue.
Rather than force your customers to browse your whole store, suggest an item that others love. This generates social proof, and it saves them the effort of choosing what to buy.
Tip 2: Don’t be afraid to repeat yourself in sales emails.
In the example email above, you’ll notice how the incentive was introduced and then restated in the following sentence. Not everyone processes content the same way. That’s why you should emphasise each distinct benefit of your offer to ensure that your readers really get it. Say it again, but differently.
Tip 3: Avoid using words like “free” and “sale” in your email subject lines.
These words might get picked up by your recipients’ email providers as Spam and filter your emails away from the main inbox.
How to set up your Black Friday gift card campaign
Before you create your email campaign, you need the following:
- An e-commerce store that’s integrated with Mailchimp. This will allow you to feature your store’s products directly from your emails. You’ll also need products listed in your store, so you can recommend products within your email.
- An active 20% promo code in your e-commerce store: Ensure there’s a 20% off promo code that expires at the end of the weekend so you can generate urgency for your audience to buy now.
- A gift card that’s listed as a product within your store. Once a customer reaches the order threshold, they’ll be sent a gift card to redeem another time. Adding it as a store item will allow you to create an automation that follows up with them after purchase.
Here’s how to put it all together to create your Black Friday email campaign:
- Create an email inside of your Mailchimp account. You can name the campaign “Black Friday 2024: Email 2.”
- Be sure the email audience is the one that’s connected to your e-commerce store. Since you’re now opening up your Black Friday sale to everyone, send it to all subscribers in the audience.
- Create your email subject line.
- Start designing your email and filling in the content by referencing the example above. You can replace the placeholders from the email template with a product content block. Select products from your store that are both popular and have a higher price point. You want to encourage your customers to get to the cart threshold that unlocks the free gift card.
- After you're done with your campaign's design and settings, it's ready to go. Schedule it for delivery.
Pro tip: Send your Black Friday email on either Thursday night or Friday morning. This will likely increase the odds that your email gets read and acted upon by your audience.
Next steps
Offering a gift card can incentivise your customers to take action. It can also lead to repeat purchases in the future -and often, it encourages your shoppers to splurge on more expensive products.
Now that you’ve got the first two BFCW emails created, it’s time to add the third and final email to this campaign.