BFCM Email Mistakes

🚀 Fix Mistakes before they start costing you thousands of dollars and hours in precious BFCM time

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In this newsletter, you’ll find:

📧 Avoid This Email Mistake This BFCM (It Could Save You Hours & Thousands of Dollars)

🔍 Analyzing Competitors with Google Trends

🪧 Digital OOH: The Future of Outdoor Advertising

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BFCM

📧 Avoid This Email Mistake This BFCM (It Could Save You Hours & Thousands of Dollars)
^{Insights from Tobi Chapman}

Black Friday and Cyber Monday (BFCM) are fast approaching, and while everyone is scrambling to craft the perfect campaigns, there’s one mistake I see brands repeat year after year: creating long, overly detailed emails that miss their mark.

Here’s the secret no one tells you: your emails aren’t supposed to drive sales directly.

Their primary goal is to drive the click—to—funnel traffic to your landing page or product detail page (PDP), where the real conversion happens.

Here’s how to avoid the big email blunders this BFCM:

1. Keep Emails Short & to the Point: This is critical. In today’s fast-paced digital landscape, people don’t have the time—or patience—to read long, drawn-out emails. Research shows that emails with fewer than 100 words result in a 20% higher click-through rate than longer emails. Keep your message punchy and direct, focusing solely on the offer and a simple, compelling call-to-action (CTA).

2. Focus on the Offer, Not the Story: The urgency of BFCM means your customers are on the lookout for deals, not long-winded brand stories. Highlight what matters most—the discount, the product, and the CTA that leads them to your site. Use compelling visuals to catch their eye and let the landing page do the heavy lifting. Data-driven studies reveal that concise, offer-focused emails lead to a 30% increase in conversions during peak sales periods.

3. Leverage a Full-Funnel Strategy with AdRoll: Email marketing is just one piece of the puzzle. To truly maximize your holiday sales, you need a comprehensive, full-funnel approach that nurtures your customers at every stage of the journey. This is where AdRoll comes in. 

With AdRoll, you can build brand awareness at the top of the funnel, retarget potential customers in the middle, and use personalization to drive conversions at the bottom. Whether you’re capturing interest or closing the deal, having a full funnel strategy ensures you’re reaching customers at the right moment. Want to go deeper? Download the AdRoll Full Funnel Marketing Guide to learn advanced techniques for building awareness, retargeting, and setting key performance indicators (KPIs) to measure success this holiday season.

4. Save Time & Money by Reducing Development Costs: The simpler your email, the less time it takes to develop. By keeping your content brief and focused, you can avoid the extra time and money that goes into designing overly complex email templates. Streamlining your email development process means more time to optimize other areas of your marketing efforts, like retargeting or refining your landing pages.

This holiday season, don’t overcomplicate your emails. Keep them concise, focused, and impactful. Let your email be the vehicle that drives customers to your site, and allow your landing page to convert them. Combine these tactics with a full-funnel approach—like the one outlined in AdRoll’s guide—and set yourself up for a successful BFCM.