🧠 Killer Email Tactics For Black Friday

Welcome back to the 36th edition of Nord Media

Before we get started -

I’m excited to announce that I'll be joining Chargeflow + dozens of other incredible talented and smart eCom marketers for a live webinar on November 7th. Registration is absolutely free - so if you want to come learn more from myself and others click the button below.

We'll share valuable insights on optimizing your e-commerce strategy for Black Friday and Cyber Monday, boosting sales, and maximizing revenue during this crucial shopping period.

This is a can't-miss event for any e-commerce business looking to make the most of BFCM!

Register for free 👉 https://go.chargeflow.io/bfcm-webinar-kody-nordquist

Everyone’s preparing.

The rush to their laptops and phones after Thanksgiving dinner, 

inboxes overflowing with sales, 

looking for the best deals on the products they’ve been eyeing for some time now.

That’s right,

Black Friday.

As a brand owner, if you truly want to stand out in this consumer chaos frenzy,

Your emails MUST be fully optimized in 3 key areas:

1. Copywriting, 

2. Design, 

3. and Segmentation.

Lucky for you guys, today’s newsletter is going to deep dive into how you can do just that.

Let's get into it:

Copywriting

In 2024, copywriting has to cut through the noise. 

People’s attention spans are shorter than ever—TikTok, Instagram, and constant notifications have rewired how we consume information. 

So, while great copy can connect emotionally and drive action, it’s useless if your audience doesn’t even read it.

Emails don’t get the same focus as social media, either. 

They’re often glanced at while waiting for a bagel to toast or during quick breaks. This means you only have a few seconds to make an impression.

So how do you make your copy stand out?

• Keep it skimmable: Most people won’t read every word, so break up the text with short sentences and line breaks.

• Get straight to the point: Avoid fluff. Every sentence should move the customer closer to making a purchase.

• Make it clear and concise: The clearer your message, the easier it is to understand. No one has time for complicated language.

• Engage the reader: Use punchy, engaging copy to keep attention and trigger a positive emotional response.

Make sure each email you send is designed for today’s busy, distracted reader.

Email Design

During BFCM, your audience’s inbox will be flooded with promotions, so your email needs to stand out visually and guide the reader toward action.

Here’s how:

Step 1: Use Brand Assets Wisely

Before you even start designing, make sure you’ve got all your brand assets locked in—logos, color codes, fonts—the whole package. 

Consistency is key here. 

If your visuals don’t match your brand’s look and feel, it’ll throw off your entire message.

Step 2: Mobile is Non-Negotiable 

Chances are, most of your audience is checking their email on their phone. 

So, while designing for desktop is important (typically 1000px wide), mobile is what you should optimize for.

Make sure your email looks organized on a small screen. 

A cluttered, hard-to-read email is almost always a hard pass.

Step 3: Lead with a Clear Structure 

Think of your email like a conversation—you want to guide your reader through it naturally. 

Start with a punchy headline, follow up with a subheading that adds context, and then an easy-to-skim body copy.

And don’t forget your CTAs—those should pop, both visually and in the message.

Step 4: Give Your Design Room to Breathe 

Again, nobody likes a cramped email. 

Give your design space—use white space between sections, keep paragraphs short, and avoid overloading the reader with too much text. 

Simple, clean layouts are the way to go, especially when people are skimming on mobile.

Final Step: Test, Test, Test 

Before you hit send, double-check how your email looks across devices. 

Make sure everything is aligned, and do a final proofread to catch any typos. 

Small errors can undermine even the best design, so don’t skip this part!

Segmentation

Blasting out the same generic email to your entire list will not work.

Your customers are individuals, each with different habits, needs, and interests—so your email marketing needs to reflect that.

Imagine if you had a group of friends who are all a little different from each other. 

You wouldn’t tell them all the exact same thing in the same way, right? 

Some need more info, while others prefer just the highlights. Email marketing is no different. 

Segmentation helps you break down your email list into smaller, targeted groups based on certain criteria.

You can send emails that are more personalized and relevant, which makes them way more likely to hit the mark.

Segment based on:

• Demographics: Age, gender, location, income level.

• Behavioral Data: Look at how your customers interact with your emails—opens, clicks, or if they’ve made purchases.

• Purchase History: Are they a first-time buyer or a loyal customer? This can shape how you approach them.

• Engagement Level: Whether they're highly active or haven’t opened an email in months, you'll want to treat them differently.

• Psychographics: Dig into their interests and preferences to fine-tune your messaging.

Simple Segmentation to Get Started:

• 30/60/90 Day Engaged: Has your customer clicked or opened an email recently? Group them based on how active they’ve been.

• Buyers vs. Non-Buyers: Super basic, but it works. You can target non-buyers to convert them or upsell to those who’ve already made a purchase.

• Customer Lifecycle Stages: Cater your messages based on where they are in their journey—whether they’re a new lead, a first-time buyer, or a returning customer.

Once you’ve nailed the basics, dive deeper:

• Recency of Purchase: Segment people who made a purchase recently (within 30, 60, 90 days) for tailored offers.

• Engaged by Category: Use browsing or purchasing history to suggest products they’ve shown interest in.

• Frequency of Purchase: Speak to repeat buyers or those who shop frequently with personalized recommendations.

• Monetary Value: If someone spends big, they deserve special treatment—offer them bundles or exclusive deals.

One of my favorite tools for segmentation and analytics is Segments Analytics: - Easily sync tailored customer segments into marketing channels like Klaviyo, Google, and Facebook with Segments Analytics. With personalized and well-timed campaigns, brands see up to a 30% increase in customer retention and significant boosts in repeat spend. No need to worry about complex installations or coding—their system processes your store's data within 48 hours. Start your 30-day free trial HERE.

Closing Thoughts

As the biggest consumer weekend of the year draws near, preparation is more than just an option—it’s your lifeline. 

BFCM is a competitive battlefield, but standing out in the crowded inboxes of your audience is absolutely possible if you’re intentional about your strategy. 

You should be optimizing for smarter, more personalized emails that resonate with the individuals opening them.

This is your chance to capitalize on the influx of traffic and eager buyers, but it all hinges on how well you’ve prepared and how much thought you’ve put into every email you send.

So, take a breath, make sure your strategy is locked in, and get ready to make this year your best BFCM yet.

Let’s get those sales together!

Want to learn from me or connect on other platforms? 👇
 LinkedIn • Instagram • Twitter 

Thank you for reading! I appreciate you.

Sincerely,
Kody