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With this year’s largest shopping season less than a month away, it’s time for email marketers to get squared away for Black Friday. After a 43% increase in year-over-year send volume on Black Friday in 2018, this year may bring more competition as businesses step up their email marketing efforts to win over customers. Now’s the best time to get started and stay ahead of the game with our Black Friday email campaign checklist.
 

Define Your Strategy

One of the best ways to get started in preparing for the holiday sending rush is by establishing your email marketing goals for the season. When planning your campaigns, decide on the value you wish to provide for your subscribers. Do you want to debut new merchandise or give a storewide discount to shoppers? Do you want to provide a larger discount for Super Fans? Determining this helps create a clearer vision of what you’ll communicate to subscribers and what metrics you need to track through analytics to measure success.
 

Read More: What is FanRank?

 

Improve Sender Reputation

Has it been a while since your last campaign? Are there some At Risk fans that have been on your list for longer than you remember? If so, your Black Friday campaign may run into some deliverability roadblocks. Getting ahead of your holiday campaign planning also gives you the time to avoid potential deliverability pitfalls by improving your sending reputation through re-engagement campaigns for list clean up or just a quick update or teaser campaign if you’ve been inactive for a period.

 

Organize digital assets

Once you’ve mapped out your campaign, it’s time to determine how you’ll catch your subscribers’ attention. While your message may be clear, it may help to incorporate visual media to help generate clicks and inform your audience. Save time and headache by preparing the images, gifs and videos you’ll need for your Black Friday campaign ahead of time. Be sure to organize your media library or double check your connection to video libraries for easy access to your assets.
 

Read More: Designing a Visually Appealing Email

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