Hit the bull’s eye with your email marketing on Clever Friday.

Reading Time 3 min.

Only a few weeks to go before the high-turnover Black Weekend starts. These days are extremely important events, especially for online retailers. Millions of online shoppers and bargain hunters are already looking forward to the coveted shopping days. Many buyers even create a wish list in advance and save their favorite products. I, too, have already thought about what I might be missing for my “shopping satisfaction”.

Turn the Black Weekend Days into your sales booster and email opener and plan your email campaign for the shopping event days of the year!

Let’s go off through the roof!

Our experience over the past few years has shown that CleverReach® customers have sent out countless newsletters just for the Black Weekend. In our diagrams from 2016 and 2017 you can very clearly see that the number of sent newsletters increases significantly on Black Friday.





5 tips so that you too have reason to cheer at the Black Weekend.


1. Who do I want to get “hot” with my newsletter campaign and why?

Before you just go ahead and send out your newsletters with special offers, we recommend that you determine in advance who you want to reach with your newsletter. Are there only certain customer groups, such as best customers and VIP customers, only your newsletter subscribers or customers who rarely order from you? It probably also makes sense to plan certain actions only for the female or male target group and to prepare the respective newsletter accordingly. If your promotions such as Clever Friday travel offers are interesting for all subscribers, wonderful. Once you’ve decided, you can move on to the next step.

2. When do I best start my email campaign?

Online merchants in particular need to be well prepared to go into the Black Weekend, which starts on  November 23. Of course, you can also start the campaign some days earlier. There are no legal requirements here. So, feel free to decide when you want to start your promotion days or offer your special offers and discounts beyond Cyber Monday.

Important: Start planning now, at the latest.


3. How often can I “communicate” with my customers about the Black Weekend?

There is no fixed rule here. Our recommendation: Well-dosed and well-considered, your newsletters with an added value for the Black Weekend and Cyber Monday will certainly be well received by your subscribers. It is best to announce your campaigns in advance so that your customers are not surprised by your offers and discount campaigns. And anticipation is, as you know, the best joy. Announcements three to four days before the start of your campaign work best. Earlier offers may run the risk of being forgotten until the start. But it doesn’t have to be like that.

Otherwise, it is entirely up to you how often you want to communicate with your customers before, during and after the Black Weekend.

  • Think about when and to whom you want to offer which products and offers.
  • It is best to set a timeline on which days, which offer or which newsletter should be sent   out.

Ideally, you already set up an automation workflow for this.  In the next article we will deal with this topic in more detail.

4. Which channels can I use in addition to email marketing?

  • In addition, there are, for example, advertisements in social media in which you announce special deals for your newsletter subscribers. Here you can define your target group very precisely!
  • Facebook Ads: Dynamic Product or Video Ads on Facebook
  • Insta ads
  • YouTube
  • Twitter
  • Snapchat

Look forward to many new newsletter recipients!

5. How can I prepare for the next Black Weekend?

The After is the Before for more success in 2019. To further increase your newsletter openings and sales on the next Black Weekend, we recommend you to use reporting. Take a detailed look at what worked well, what still needs to be improved in your campaign and how your workflow can still be optimized. Read more about Reporting & Tracking here.

Our extra tip:

In our backend we provide you with newsletter templates for Clever Friday with which you can easily implement your Black Weekend newsletter.

Start now with your Black Weekend campaign. Simply log in and get started!

We wish you lots of success and fun with your first campaign plans!




Morny Russell

Morny is a text juggler for Cleverreach® and writes on all aspects of email marketing. In her spare time, she is an avowed foodie and passionate instagrammer.