The biggest sales weekend of the year is almost here. Cyber Weekend, comprising Black Friday, Small Business Saturday, and Cyber Monday, is the perfect opportunity for B2B SaaS companies to drive conversions and increase revenue.
But with so many deals and promotions, how can your company stand out in the inbox and generate real results? And which email marketing tactics should you focus on during this high-volume weekend?
To answer these questions, we analyzed last year’s trends in the context of today’s economy, referenced examples from successful B2B companies, and consulted with industry experts to bring you the ultimate guide for your Black Friday email marketing campaign.
Table Of Contents
Cyber Weekend stats for B2B SaaS marketers
Amid inflation and economic uncertainty, B2B buyers are more cost-conscious and selective about their purchases. While buyers may be hesitant to make big-ticket purchases, they are still open to cost-effective solutions that can drive ROI and improve their bottom line.
Cyber Weekend 2021 recap
- Buy rate online was also four times higher during Cyber Weekend than in the typical 4-day period throughout the year. (Numerator)
- Customers spent $10.7B on Cyber Monday, down 1.4% from 2020. Regardless of this, it remained the most important on-line procuring day of the yr. (Adobe)
- BNPL spending within the U.S. has elevated 230% prior to now yr, with a 34% enhance this vacation season in comparison with final yr. Afterpay mentioned there had been a 30% enhance yearly of individuals utilizing its BNPL choices. (Afterpay)
Cyber Weekend Forecast for 2022
- Three in 4 customers anticipate to buy on Black Friday or Cyber Monday later this yr, outpacing all different 2022 gross sales occasions. Over half additionally anticipate to take part in Small Enterprise Saturday. (Numerator)
- 76% of whole customers undoubtedly/most likely will store on Black Friday (Numerator)
- Cyber Monday will stay the yr’s largest procuring day, driving $11.2 billion in gross sales, a 5.1% enhance YoY, in comparison with Black Friday, which isn’t anticipated to see as a lot development this yr (Adobe)
5 provide concepts for B2B SaaS
B2B buyers are still willing to invest in cost-effective solutions, but they’ll be more discerning about their purchases. Here are some insights to keep in mind as you plan your Black Friday email marketing campaign:
- Bundle complementary services or products: Paul Mallory at ConsumerGravity suggests taking inspiration from Amazon’s bundle packages to assist enhance visibility. “These value-added bundles market all our merchandise with out solo adverts; customers saved 7% to fifteen% on the bundle, and we elevated our gross sales by 20% in comparison with earlier years.”
- Supply further credit: Merchandise with usage-based pricing can provide further credit throughout Cyber Weekend to incentivize purchases. Providing 40% extra credit with a purchase order, for example, can drive conversions and encourage consumers to proceed utilizing your product.
- Take into account BNPL: Fintech firm Ratio raised $411mn in September 2022 to facilitate SaaS companies’ BNPL choices for his or her clients, exhibiting it’s a good time to supply this fee choice. You’ll be able to provide a BNPL choice on your service and provides consumers the pliability to pay in installments with out straining their finances.
- Present additional reductions on annual plans: Further reductions on annual plans permit for extra long-term ROI, however the upfront value can daunt cash-strapped consumers. Providing higher reductions on annual plans throughout Cyber Weekend can assist ease this and drive purchases.
- Supply an extra seat: Present consumers added worth by providing an additional seat or characteristic at a reduced worth. This technique is very helpful for early-stage startups trying to drive adoption and enhance their person base.
5 essential parts for B2B Cyber Weekend emails
Most e mail advertising practices apply to B2B as properly, corresponding to having a transparent call-to-action, personalizing emails, and offering worth. Listed below are some particular suggestions for B2B Black Friday e mail advertising:
1. Spotlight the ROI
Concentrate on how your provide can drive value financial savings or enhance the underside line on your B2B consumers. Companies are experiencing slower development and tighter budgets, so many may hesitate to spend money on new options.
On the flip facet, Cyber Weekend can also be the right time for companies to buy options they beforehand couldn’t afford. B2B Martech spending is anticipated to develop by practically 30% over the next two years, so companies are nonetheless investing in expertise to drive development and effectivity regardless of inflationary pressures. Capitalize on this by highlighting the long-term ROI of your provide and the way it can enhance their backside line.
2. Goal particular consumers and decision-makers
The B2B buy course of includes a number of decision-makers and influencers. Goal particular roles, corresponding to CFOs, advertising administrators, or operations managers who is likely to be taken with your provide and personalize the e-mail and spotlight how your resolution can deal with their ache factors and drive success for his or her division.
For instance, a social scheduling software like Buffer can provide a reduction on its premium plan for advertising administrators, highlighting the way it can save time and enhance its social media technique. Personalizing the e-mail to the particular job operate can enhance engagement and drive conversions.
3. Embrace a countdown
FOMO can drive conversions and encourage consumers to make the most of your provide earlier than it expires. Tapping into the joy of Cyber Weekend and together with a countdown in your e mail can create a sense of urgency for consumers to take motion.
A countdown timer with each e mail despatched may assist observe the success of your provide and regulate future promotions. Maintain observe of the open fee, click-through fee, and conversions through the countdown interval to gauge its effectiveness and optimize for future Cyber Weekends.
Professional tip: Try the GetResponse Integration heart and energy up your emails with countdown timers.
4. Leverage social proof
90% of buyers usually tend to decide after studying a trusted assessment. Together with buyer success tales, case research, or testimonials in emails can construct belief and present the worth of your resolution to potential consumers.
Social proof additionally helps differentiate your model and provide from opponents through the busy Cyber Weekend procuring interval. Highlighting particular outcomes and success metrics can showcase the effectiveness of your resolution and drive conversions.
5. Create lists on your coldest leads
This promotion gives an excellent low cost. With Black Friday all over the place these days, I feel price-sensitive prospects consider that is the perfect time of yr to buy to get the perfect fee, and plenty of prospects on the fence purchase for concern of lacking out.
The technique resulted in 4 occasions extra gross sales quantity than different e mail advertising campaigns that included reductions all year long.
Ronan Hickey, CEO of MarketingConsultant.ie
Cyber Weekend is a superb likelihood to reconnect with leads which were inactive or on the fence about your resolution. B2B SaaS clients usually have longer gross sales cycles and Hickey suggests warming them up upfront and hitting them with a time-sensitive promotion.
Segment your email list by focusing on prospects extra unlikely to transform. These prospects could reply probably the most to a powerful financial low cost for a restricted interval. Hickey suggests it’s essential to heat up these prospects upfront by hinting on the provide in earlier emails. You too can take into account stunning non-converters as soon as extra after Black Friday with a particular “missed out” provide.
5 examples of B2B cyber weekend e mail campaigns we love
Listed below are some campaigns to assist encourage your personal:
Our open fee was 31.3%, and our CTR was 5.2%. We despatched emails to individuals who subscribed to our publication however by no means subscribed for a paying plan. We emailed on Monday to let our subscribers know we had been planning a BF sale with the small print.
We didn’t need to be coy about it as a result of we’re B2B versus B2C – so we’re not an impulse buy however one with extra of a analysis section. We despatched the following e mail on Friday at 11 am EST after which a second e mail on Monday at 11 am EST.
Josh Brown, Advertising and marketing Supervisor at Helpjuice
Topic Line: One Time Sale – 50% OFF All Helpjuice Plans
The “One Time Sale” topic line instantly catches the eye of potential consumers and the 50% low cost is tough to withstand. It’s extremely impactful for these confused about buying a Helpjuice plan and helps nudge them in the direction of making the choice.
Why the e-mail’s nice
The countdown timer in the midst of the e-mail helps create a way of urgency for subscribers to make the most of the provide earlier than it expires. The black and yellow theme all through the e-mail additionally ties in properly with Black Friday.
Helpjuice additionally goes heavy on social proof – logos of their purchasers, badges from evaluations websites, and the heading “#1 Rated Data Base Software program (Since 2011)” add immense credibility to their provide. They reinforce that this would be the solely time prospects can avail of a 50% low cost, with a 14-day trial, through the yr, additional driving the FOMO issue.
Topic line: Prepare for Black Friday
The topic line builds anticipation for the upcoming Black Friday offers and catches the reader’s consideration. It encourages readers to plan and make the most of the limited-time provide that’s quickly to come back.
Why the e-mail’s nice
The e-mail encourages the significance of different companies to enroll in Canva earlier than Black Friday. They spotlight that they’ve added new templates that companies can use to design Black Friday promotions and gross sales, creating worth and timeliness for the provide. The design additionally consists of a number of CTAs.
It’s additionally selling Canva’s print service; an incredible upsell for companies trying to design bodily supplies for his or her Black Friday promotions. The provide finishes off with 4 extra seats for the worth of 1, including worth to their provide and inspiring staff collaboration, making it an incredible provide for bigger companies.
Topic line: Save $150 for Cyber Week!
There’s no beating across the bush with this topic line, clearly stating their Cyber Week low cost for readers. It’s direct and to-the-point, giving readers all the knowledge they want in just some phrases.
Why the e-mail’s nice
The mix of social proof and a countdown timer add urgency to the provide and enhance the probability of conversions. FOMO is a strong driver for getting choices and Datacamp leverages it properly by showcasing their glad clients and the restricted time left to make the most of the low cost.
The CTA “Be taught information science for much less” with the 50% badge additionally provides worth to the provide and highlights the potential profit for consumers. Together with a glad buyer’s image and quote provides heat and belief to the e-mail marketing campaign.
Topic line: Save over $700 on Hootsuite plans and certification
The topic line is evident: the reader is in retailer for a number of offers, and the greenback quantity provides worth to the provide. It’s additionally particular, mentioning the 2 totally different elements of Hootsuite’s enterprise—their plans and certification program.
Why the e-mail’s nice
Hootsuite’s e mail is filled with gives for social media professionals, offering choices for varied budgets and wishes. The copy capitalizes on how Hootsuite is all professionals have to elevate their social advertising recreation and drive development, including worth to the provide. Additionally they promote their certification program for these trying to stand out within the trade and showcase their social media experience.
The e-mail additionally repeatedly mentions the greenback quantity saved, explicitly exhibiting the worth of their provide and driving conversions. Whereas the e-mail may benefit from some social proof, it nonetheless gives a complete Cyber Week e mail marketing campaign that caters to a number of purchaser personas and highlights speedy and long-term worth for his or her options.
Topic line: Black Friday Deal: Purchase Postcards, Startup or Slides and Save 60%! 🙃
The topic line clearly states the provide – what it applies to and the way a lot the reader can save – and provides a little bit of character with the emoji.
Why the e-mail’s nice
DesignModo promotes its three hottest merchandise, giving readers choices to select from primarily based on their wants. The e-mail performs with a pink and black theme, including a little bit of enjoyable and creativity within the design. The countdown timer on the finish provides a way of urgency to the provide.
The place the e-mail does lack, nonetheless, is in its copy. There’s a typo within the CTA “purchase,” not “by” and it doesn’t pack a punch by way of how a lot worth every talked about characteristic can add for the reader. The earlier than and after costs are clear, although, and the low cost is critical, seemingly driving conversions.
E-mail templates for Black Friday and Cyber Monday
When you’ve determined in your provide, talk it with a well-crafted e mail template. Listed below are some examples to get you began:
E-mail template 1
Topic line: These offers are too good to be true!
Blissful Black Friday, _____!
We hope you’re prepared for some superb offers as a result of we’ve bought them in spades.
Reap the benefits of our limited-time Black Friday reductions and save on ___, ___, and ___.
Store now to get the perfect offers earlier than they’re gone.
E-mail template 2
Topic line: 🔥 Half-off every part!
It’s Black Friday, and we’re heating issues up with a half-off sale on all of our services.
Improve XXX or check out XXX for the primary time at a fraction of the fee.
Reap the benefits of these scorching offers now and let XXX elevate your XXX recreation.
Hurry, this provide gained’t final lengthy!
E-mail template 3
Topic line: Rating massive this Black Friday with our offers 🚀
Black Friday solely comes yearly, and the clock is ticking on our XX% off deal on XXX product/service.
Reap the benefits of this limited-time provide to boost XXX facet of your small business. X% of our clients have seen XXX enhancements in simply X weeks – don’t miss out on the chance to expertise it for your self.
Safe your low cost now earlier than it’s too late.
E-mail template 4
Topic line: Cyber Monday steals – save XX% now
Cyber Monday has arrived, and so have our superb offers.
Save XX% on XXX product/service – it’s the right time to check out the answer your opponents are already utilizing to extend their success.
Don’t wait – this provide ends at midnight on Cyber Monday.
Reap the benefits of these steals now, and thank us later for serving to enhance your small business.
E-mail template 5
Topic line: X extra hours till our largest sale but
Are you prepared for the most important Black Friday deal we’ve ever supplied?
In simply X extra hours, save XX% on our XXX product/service. With large financial savings like this, it’s the right time to improve or check out XXX for the primary time.
Don’t miss out on this limited-time provide – act now and scale your small business to new heights.
Begin planning the most important gross sales occasion of the yr
It’s by no means too late to gear up for Black Friday and Cyber Monday with a well-thought-out provide and e mail marketing campaign. Use this information to encourage your offers and e mail templates, and take a look at out totally different topic traces and gives to see what resonates greatest together with your viewers.
GetResponse can assist make your e mail campaigns profitable–check out our platform free of charge and see the outcomes for your self. Get in contact with us now to be taught extra.