Best Buy’s Email Gets Black Friday Off to an Early Start
This email shows that it may never be too soon to begin one of retail’s biggest events.
Mailer Name: Best Buy
Date Emailed: November 4, 2016
The calendar says that Black Friday begins at midnight as Thanksgiving Day ends. But in practice, some retailers began promoting the supposed kickoff to the holiday shopping season weeks earlier. Count Best Buy as one of those wanting to get prospects thinking about buying. “Get Black Friday prices on Major Appliances—Up to 40% off” reads the subject line of this email.
First, below the header and navigation bar, that big discount stands out in the headline. The photo shows a kitchen with LG appliances and the company logo.
Next, the copy informs the customer that the Black Friday prices are good until the end of the month. “Prices you’ll devour,” it claims, making an early nod to Thanksgiving. Clicking on the image or yellow button leads to a landing page with all of the sale items from LG.
Finally, a block of four appliances gives the customer some ideas for upgrading their home’s appliances. An image and some basic information provide just enough for them to jump over to the Best Buy website. An intriguing benefit also helps in this task. “For even baking results,” consider the convection oven, the email advises.
When marketing a major purchase, like a durable good, focus on a major benefit to draw customer interest.