{"id":20513,"date":"2024-09-30T20:54:34","date_gmt":"2024-09-30T20:54:34","guid":{"rendered":"https:\/\/www.hustlermarketing.com\/?p=20513"},"modified":"2026-02-03T18:18:10","modified_gmt":"2026-02-03T18:18:10","slug":"black-friday-email-marketing-myths-debunked","status":"publish","type":"post","link":"https:\/\/www.hustlermarketing.com\/blog\/black-friday-email-marketing-myths-debunked\/","title":{"rendered":"Black Friday 2024: Debunking Email Marketing Myths"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">If you\u2019re reading this, you already know the deal: Black Friday 2024 is just around the corner, and it&#8217;s time to get ready.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So we won\u2019t bore you with \u201ctop Black Friday statistics\u201d. Instead, we\u2019re going to help you to take a hard look at your Black Friday\/Cyber Monday (BFCM) email marketing strategy to find potential flaws that could end up costing you in retention revenue.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Black Friday 2024 is going to be the biggest one ever. And it\u2019s not our first rodeo. It\u2019s more like our fifth as an agency, and for some of our experts, that number is embarrassingly high\u2026but so is the revenue we\u2019ve helped our clients to achieve. For BFCM 2023, that figure topped $12.5 million. If there\u2019s one thing we know how to do right, it\u2019s BFCM.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So we\u2019ve come up with a list of misconceptions about this once-in-a-year opportunity. Under each one, you\u2019ll find some practical steps you can ask your marketing team to take to course-correct.\u00a0<\/span><\/p>\n<h2><b>Black Friday Email Myth #1: Send Big, or Go Home<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Black Friday is stressful. For everyone.\u00a0<\/span><\/p>\n<figure id=\"attachment_20514\" aria-describedby=\"caption-attachment-20514\" style=\"width: 836px\" class=\"wp-caption alignnone\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-20514 size-full lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-25-at-13.43.25.png\" alt=\"Black Friday 2024\" width=\"836\" height=\"534\" data-srcset=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-25-at-13.43.25.png 836w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-25-at-13.43.25-300x192.png 300w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-25-at-13.43.25-768x491.png 768w\" sizes=\"(max-width: 836px) 100vw, 836px\" \/><noscript><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-20514 size-full lazyload\" src=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-25-at-13.43.25.png\" alt=\"Black Friday 2024\" width=\"836\" height=\"534\" srcset=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-25-at-13.43.25.png 836w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-25-at-13.43.25-300x192.png 300w, https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2024\/09\/Screenshot-2024-09-25-at-13.43.25-768x491.png 768w\" sizes=\"(max-width: 836px) 100vw, 836px\" \/><\/noscript><figcaption id=\"caption-attachment-20514\" class=\"wp-caption-text\">Barely an exaggeration.<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">And you don\u2019t have to be squaring up with your neighbor for a TV to feel it. As marketers, we all get that feeling around late August\u2026<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So it\u2019s understandable that many email marketing managers want to throw all caution to the wind and blast their list.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This may generate a spike in sales. But it\u2019s like a sugar high: it will wear off. When it does, you may be in a worse position, because your deliverability will tank. You may also burn relationships with VIPs: they\u2019ll know if you add them to a generic blast, and they will not like it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You need to take risks, but they have to be calculated. Every move you make needs to preserve your email deliverability. So you need to be tactical about this (keep reading for details in myth #3).<\/span><\/p>\n<h2><b>Black Friday Email Myth #2: People Don\u2019t Want to Hear About Black Friday Until October (at the earliest)<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Like all myths, this one contains more than a grain of truth. Nobody loves opening LinkedIn in September to see clickbaity posts about some influencer\u2019s \u201cBlack Friday blueprint that earned $20 million\u201d. <\/span><\/p>\n<h3><b>Now for the Nuance<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Here comes the \u201cbut\u201d. You don\u2019t need to be in-your-face to start warming up your subscribers. And in fact, if you don\u2019t warm them up, big-ticket discounts may not be enough to motivate them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is why re-engagement is absolutely critical for BFCM success, and it has to start way before the sale itself. We always encourage the Account Managers in our team at Hustler Marketing to start in September, and definitely prioritize it through October. There are of course exceptions: if re-engagement is cost your deliverability too much, you may need to do this differently.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Get that re-engagement flow in ship shape, and start rekindling cold profiles, whatever you have to do. If your re-engagement segment is big (yay!), break it into smaller ones to protect deliverability and avoid hurting your main KPIs while you increase send volumes.\u00a0<\/span><\/p>\n<h3><b>Also: Focus on Acquisition<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">September is also the time to start aggressively building your list through paid ads &#8211; especially UGC. Subscribers who come in through that door are great, because <a href=\"https:\/\/www.hustlermarketing.com\/ugc-ads-ad-creatives\/\">UGC raises credibility and increases the likelihood of conversio <\/a><\/span>like almost nothing else can.<\/p>\n<h2><b>Black Friday Email Myth #3: Size is All That Matters<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Yes, your offer needs to be good.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No, it\u2019s not all about the percentage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Discerning buyers know that this probably isn\u2019t really their only chance to save. They also want value for money &#8211; and they\u2019re savvy about what those deals look like. Many are skeptical about <\/span><span style=\"font-weight: 400;\">how much they\u2019re actually saving<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re thinking \u201c70% OFF\u201d first, and \u201cwhat do customers want?\u201d second, you will lose out to a more strategic competitor who\u2019s offering a smart bundle, or some other deal that really does stand out.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You don\u2019t need to rely exclusively on huge discounts if you\u2019re getting people excited well in advance.<\/span><\/p>\n<h3><b>Warm-up Tips &amp; Strategies<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Here are some of our Account Managers&#8217; favorites:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Early bird lists (with genuinely good offers to reward your VIPs)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mystery gift every week in october<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A gift card with in-store credit (we call this the \u201cWilly Wonka\u201d)<\/span><\/li>\n<\/ul>\n<p><b>Pro Tip:<\/b><span style=\"font-weight: 400;\"> Once the sale starts, exclude recent buyers. If you don\u2019t, you might see a spike in returns as people return their recent purchases to get the discount.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019re welcome.<\/span><\/p>\n<h2><b>Black Friday Email Myth #4: Design is All That Matters &#8211; People Aren\u2019t Reading Your Emails, So Don\u2019t Sweat the Copy<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">How often have you heard things like this in the past week?<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">People have short attention spans.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They want their Black Friday email offers to get to the point.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A CTA must be visible at all times, in every scroll.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">They\u2019re all true. But like all generalizations, they don\u2019t always hold up. Sometimes the things people actually <\/span><i><span style=\"font-weight: 400;\">do<\/span><\/i><span style=\"font-weight: 400;\"> pay attention to aren\u2019t the flashy or bite-sized things, but the stuff that speaks directly to them.<\/span><\/p>\n<h3><b>Enter: World Class Copywriters (we have a bunch of them)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">That\u2019s why you have great copywriters writing your emails (or if you don\u2019t, you need to talk to us about ours &#8211; seriously). We\u2019ve seen simple, but well written and personalized plain text emails skyrocket sales in this period &#8211; and at other surprising times of the year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Plain text emails do 3 things at once:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Give readers a break from sale fatigue.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tell your subscribers that you know who they are &#8211; and you care.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Set you apart from your competitors, who are probably too scared to try this.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">My advice: keep these fun, even sassy. If you\u2019re doing the \u201cletter from the CEO\u201d, get the CEO (whether that\u2019s you or your boss) to actually read.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">People have a spidey sense for authenticity &#8211; and they\u2019re craving it in their inbox.<\/span><\/p>\n<h3><b>Related Myth: Black Friday Email Design is all Black and Red<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s almost always a mistake to drown your brand\u2019s own visual language in \u201csale\u201d colors.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You need to strike a balance between pushing the sale with a strong palette, and preserving what makes your brand unique.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re not sure what I mean, this gorgeously on-brand email sums it up:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-20519 size-large lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2024\/09\/TMR-Extra-Nov-New-Portraits-Collection-185x1024.jpg\" alt=\"Black Friday Email Design\" width=\"185\" height=\"1024\" \/><noscript><img decoding=\"async\" class=\"alignnone wp-image-20519 size-large lazyload\" src=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2024\/09\/TMR-Extra-Nov-New-Portraits-Collection-185x1024.jpg\" alt=\"Black Friday Email Design\" width=\"185\" height=\"1024\" \/><\/noscript><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Myth #5: Cyber Monday is Black Friday\u2019s Forgotten Stepchild<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Last year, Cyber Monday hit record-breaking sales, pulling in over $12 billion in online purchases. That makes it the biggest online shopping day in U.S. history.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unlike Black Friday, which often goes with a physical store presence or hybrid approaches, Cyber Monday is all about digital. If you\u2019re an ecommerce brand, that gives you an open field to compete with top-tier retailers &#8211; and WIN.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And it\u2019s not just for tech brands either: <a href=\"https:\/\/www.instagram.com\/p\/DAV9H6vtvSf\/?utm_source=ig_web_copy_link&amp;igsh=MzRlODBiNWFlZA==\">check out our Cyber Monday email design<\/a> guide to learn more about how non-cyber brands can actually make this day all about them.<\/span><\/p>\n<h2><b>The Black Friday 2024 Hustle Starts Now<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">I hope you\u2019ve found these myths useful. There\u2019s a lot more I could say about the biggest event in the eCommerce calendar, but I\u2019ve kept you long enough (thanks for reading).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At Hustler Marketing, we really want to help you to make the most of your Black Friday 2024. But what we want even more is to be in the trenches with you, working alongside your team to explode your email revenue.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.hustlermarketing.com\/book-a-call-with-hustler-marketing\/\"><span style=\"font-weight: 400;\">How about that?<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019re reading this, you already know the deal: Black Friday 2024 is just around the corner, and it&#8217;s time to get ready. So we won\u2019t bore you with \u201ctop Black Friday statistics\u201d. Instead, we\u2019re going to help you to take a hard look at your Black Friday\/Cyber Monday (BFCM) email marketing strategy to find [&hellip;]<\/p>\n","protected":false},"author":38,"featured_media":20526,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[76,3,18,24,1],"tags":[188,195,196],"class_list":["post-20513","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bfcm-marketing","category-deliverability","category-emerging-trends","category-segmentation","category-uncategorized","tag-black-friday","tag-holiday-sales","tag-retention-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Black Friday 2024: Debunking Email Marketing Myths - Blog - Hustler Marketing<\/title>\n<meta name=\"description\" content=\"We&#039;re busting 5 common email marketing myths to help you separate fact from fiction, and skyrocket your sales for Black Friday 2024.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hustlermarketing.com\/blog\/black-friday-email-marketing-myths-debunked\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Black Friday 2024: Debunking Email Marketing Myths\" \/>\n<meta property=\"og:description\" content=\"If you\u2019re reading this, you already know the deal: Black Friday 2024 is just around the corner, and it&#039;s time to get ready. So we won\u2019t bore you with \u201ctop\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.hustlermarketing.com\/blog\/black-friday-email-marketing-myths-debunked\/\" \/>\n<meta property=\"og:site_name\" content=\"Hustler Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/HustlerMarketingTeam\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-30T20:54:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-03T18:18:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2024\/09\/01-BANNER.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marina Taylor\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@HustlerMrktng\" \/>\n<meta name=\"twitter:site\" content=\"@HustlerMrktng\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Marina Taylor\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/black-friday-email-marketing-myths-debunked\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/black-friday-email-marketing-myths-debunked\/\"},\"author\":{\"name\":\"Marina Taylor\",\"@id\":\"https:\/\/www.hustlermarketing.com\/#\/schema\/person\/2ee55172a16247e8cd83f1cd8c4dfe9e\"},\"headline\":\"Black Friday 2024: Debunking Email Marketing Myths\",\"datePublished\":\"2024-09-30T20:54:34+00:00\",\"dateModified\":\"2026-02-03T18:18:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/black-friday-email-marketing-myths-debunked\/\"},\"wordCount\":1281,\"publisher\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/black-friday-email-marketing-myths-debunked\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2024\/09\/01-BANNER.jpg\",\"keywords\":[\"Black Friday\",\"Holiday Sales\",\"Retention Marketing\"],\"articleSection\":[\"BFCM Marketing\",\"Deliverability\",\"Emerging Trends\",\"Segmentation\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/black-friday-email-marketing-myths-debunked\/\",\"url\":\"https:\/\/www.hustlermarketing.com\/blog\/black-friday-email-marketing-myths-debunked\/\",\"name\":\"Black Friday 2024: Debunking Email Marketing Myths - 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