Turning Black Friday traffic into long-term loyalty with on-site email acquisition

Black Friday is one of the most lucrative shopping days of the year – offering up £9 billion worth of sales and 2x the usual digital traffic. Immediate conversions are always attractive, but the real opportunity lies in capturing these visitors for long-term engagement. 

So, how can brands make the most of this influx of traffic? The answer is simple: on-site email acquisition campaigns.

Here is how you can transform seasonal shoppers into loyal customers, creating a bridge to continued engagement well beyond the holiday season.

The power of email acquisition

High intent audience 

Black Friday shoppers are primed for purchasing. They’re actively looking for deals in time for Christmas and demonstrating interest in your brand. By capturing their email, you can nurture relationships outside of the holiday rush.

Cost efficiency

Email marketing remains one of the highest ROI channels. With a high return on investment (ROI), capturing emails during Black Friday ensures you maximise marketing efforts with minimal outgoing costs. 

Customer retention

It’s easy to get caught up in a one-day sales event but keeping customers is the real challenge. Once you have their email, your brand can offer personalised content and exclusive discounts, encouraging more than just a one-time purchase.

On-site email acquisition in action

Timing is everything 

The success of email acquisition hinges on timing. You don’t want to disrupt the shopping experience or overwhelm potential customers, but capturing the attention of when most engaged is a must.

Deploy pop-ups or banners when users are actively browsing – after they’ve viewed two or more products or added an item to their cart.

Value exchange

People are more likely to provide their email if they see clear value. Offer something enticing in exchange, whether this is early access to upcoming sales or loyalty points that can be redeemed later. 

Minimal friction

When it comes to email sign-ups, less is more. A smooth and seamless experience will increase the likelihood that visitors will sign up, so keep your forms short and simple – just a name and email address is enough. Avoid unnecessary fields and ensure forms are mobile-friendly.

Maximise urgency

Countdown pop-ups, early access messages, and exit-intent offers drive urgency and immediate action. Offering a discount code in exchange for an email address is clear value exchange and helps convert potential customers who might have otherwise left your site. 

Email campaign admin

Segmentation and personalization

Segmentation is a secret power in email marketing, contributing to 30% more opens and 50% more clickthroughs.

Whether first-time visitors or returning customers, segmenting your audience based on behaviour opens the door to personalised follow-up emails, tailored dynamic content based on abandoned carts, and increased likelihood of conversion. 

Post-event nurturing

You’ve acquired some new emails but now it’s engagement time. A welcome series is a good opportunity to introduce your brand story and set expectations for what is to come. 

Maintain momentum after the Black Friday frenzy with VIP deals and valuable content to keep your audience interested and ready to buy again. Gift guides, seasonal trends, and product tips position your brand as a go-to resource for more than just discounts. 

Metrics to track

Sign-up conversion rate, overall list growth, and email engagement are key indicators of campaign performance. Tracking the long-term value of your new subscribers and repeat purchase rates lets you gauge the effectiveness of your nurturing strategies. 

Keep it compliant

If all goes to plan, you’ll have an influx of customer emails, but practicing good GDPR is the cardinal rule when handling client data. By offering easy avenues to opt in and out of communications and avoiding intrusive pop ups, your brand builds trust with your subscribers and keeps you legally compliant.

Success beyond Black Friday 

Looking to make the most of this year’s Cyber Week? Get in touch to discuss your email acquisition strategy and receive a free mini audit. Our in-house experts have all the insights needed to turn seasonal traffic into a loyal audience that drives revenue year-round.