The Best Time to Send Black Friday Emails

Black Friday is one of the most significant shopping events of the year, offering businesses a prime opportunity to boost sales and customer engagement. However, with inboxes flooded with promotional messages, timing your Black Friday emails correctly is crucial to standing out and maximizing impact.

We analyzed the most successful Black Friday email marketing campaigns and identified the best period to send your Black Friday emails.

Teaser Email: Sent two weeks before, ideally in the late morning to catch customers starting their day.

Countdown Email: Sent one week before, around mid-morning when engagement tends to increase.

Product Listings Email: Sent three days before, early in the morning to lead the day's email communications.

Abandoned Cart Reminder: Sent one day before, in the early afternoon when people are likely taking breaks and may check personal email.

Last Chance Email: Sent on Black Friday morning, very early to catch early shoppers and drive last-minute sales.

Understanding Consumer Behavior During Black Friday

Before diving into timing specifics, it's essential to understand consumer behavior surrounding Black Friday:

• Early Deal Seekers: Many consumers start searching for Black Friday deals well before the actual day. According to a study by Google, 48% of shoppers begin researching Black Friday deals as early as October.
• Peak Shopping Times: The National Retail Federation reports that 65% of shoppers prefer to complete most of their holiday shopping over the Thanksgiving weekend, including Black Friday and Cyber Monday.

Best Days to Send Black Friday Emails

1. Start Early with Teaser Emails
   • When: Early to Mid-November
   • Why: Building anticipation can significantly increase engagement. By sending teaser emails about upcoming Black Friday deals, you pique customers' interest and keep your brand top-of-mind.
   • Example: Retail giant Amazon starts promoting its Black Friday deals weeks in advance, creating buzz that drives early traffic to its site.
2. Send Preview Emails
   • When: The Monday and Tuesday before Black Friday
   • Why: Offering a sneak peek of your deals encourages consumers to plan their purchases with you rather than competitors.
   • Best Time: Aim for late morning sends around 10 AM when engagement tends to peak.

Emails sent earlier in the week have 18% higher open rates than those sent later.

1. Prime Time on Black Friday
   • When: Early Morning on Black Friday
   • Why: Many shoppers wake up early to take advantage of deals. Sending your email early ensures you're among the first promotions they see.
   • Best Time: Send emails between 6 AM and 8 AM. Emails sent during these hours on Black Friday see a 14% higher open rate.
   • Example: Electronics retailer Best Buy sends out its Black Friday promotions at 6 AM, capitalizing on early bird shoppers.
2. Last-Minute Reminders
   • When: Late Afternoon on Black Friday
   • Why: A reminder of expiring deals can create a sense of urgency, prompting undecided customers to make a purchase.
   • Best Time: Target the window between 4 PM and 6 PM.
   • Stat: Experian Marketing Services noted that emails sent during this time on Black Friday have a 10% higher conversion rate.

Best Times of Day to Send Black Friday Emails

• Morning Sends (6 AM - 10 AM)
  • Pros: Captures the attention of early shoppers; less competition in the inbox.
  • Cons: Risk of being overlooked if sent too early.
  • Tip: Use engaging subject lines to stand out.
• Midday Sends (11 AM - 2 PM)
  • Pros: Shoppers often check emails during lunch breaks.
  • Cons: Higher inbox competition.
  • Stat: GetResponse reports that emails sent at 1 PM have the highest click-through rates.
• Evening Sends (7 PM - 9 PM)
  • Pros: Shoppers unwind and browse deals in the evening.
  • Cons: Lower energy levels may reduce engagement.
  • Example: Fashion retailer ASOS sends evening emails with personalized recommendations, seeing increased engagement rates.

Segmenting Your Audience for Optimal Timing

Not all customers behave the same way. Segmenting your audience allows you to tailor send times:

• Night Owls: For customers who engage with your emails late at night, schedule sends accordingly.
• Early Birds: Prioritize early morning sends for those who typically open emails before 9 AM.
• International Customers: Consider time zones to ensure emails arrive at appropriate local times.

A/B Testing for Best Results

Implement A/B testing to determine the best time to send Black Friday emails for your specific audience:

• Split your audience segments and send emails at different times to compare open and click-through rates.
• Use email analytics to assess performance and adjust your strategy accordingly.
• Apply insights from testing to future campaigns for ongoing optimization.

Key Takeaways for Your Black Friday Email Strategy

• Start Early: Begin your campaigns in early November to build anticipation.
• Multiple Touchpoints: Don’t rely on a single email; plan a series of communications leading up to and on Black Friday.
• Optimal Send Times:
  • Best Time to Send Black Friday Email: Early morning (6 AM - 8 AM) on Black Friday.
  • Best Time to Send an Email on Black Friday: Consider additional sends in the late afternoon (4 PM - 6 PM) and evening (7 PM - 9 PM).

Conclusion

Timing is a critical factor in the success of your Black Friday email marketing campaigns.

By understanding consumer behavior, utilizing data-driven insights, and employing strategic scheduling, you can significantly enhance engagement and drive sales.

Remember, the best time to send Black Friday emails may vary based on your unique audience, so testing and flexibility are key.