Introduction (3 mins)

• Marina introduces the episode, participants, and the topic.
• Brief mention of Golden Digital’s specialization in Ecommerce strategy, email marketing, paid media, and website optimization.
• Quick overview of why Black Friday/Cyber Monday (BFCM) is crucial for Ecommerce.

Segment 1: BFCM Preparation Strategies (7 mins)

• Marina: Discuss how to prepare from a strategic viewpoint:
• Importance of setting realistic goals and tracking KPIs.
• Aligning product offerings with market trends and optimizing inventory.
• Importance of website readiness (speed, mobile optimization, etc.).

Segment 2: Email Marketing Best Practices for BFCM (10 mins)

• Nicole: Dive into email strategies to maximize conversions:
• Pre-BFCM campaigns: building anticipation with teaser messaging and growing your audience prior to Black Friday .
• Gain new subscribers by updating messaging to include early access to black friday promos
• Strategically time and execute a win back campaign to lapsed subscribers, moving them back into the funnel prior to Black Friday
• Make sure you’re compliant with any sending requirements way before Black Friday to ensure your emails are being sent to the inbox.
• Best practices for crafting compelling BFCM email messages (urgency, offers, subject lines).
• Drive urgency through subject lines to maximize open rates “ends tonight”, “final hours”
• Be brief - keep it short, consumers have a ton of emails in the inbox at this time, be direct and compelling in as few words as possible in your subject lines and preheaders.
• Use your preheader text for secondary offers like free shipping or free gift , subject line should showcase discount amount
• Keep the emails short as well, this is not the time for long form emails, focus on “above the fold” and how to entice that click on first glance.
• Bold graphic hero images
• Keep the discount amount at the top and in the subject line
• Black Friday / Cyber Monday landing pages
• Make them shopable
• Showcase discount
• Post-sale follow-up emails to nurture relationships and generate loyalty.
• Plan product and messaging accordingly post Black Friday to give yourself the best messaging opportunities:
• Drop an exciting new product between cyber Monday and Christmas cut off
• Focus on brand building opportunities like a give back campaign
• Update welcome series prior to Black Friday to position yourself in the best way possible to prepare for new subscribers:
• New product drops
• Latest brand news
• Compelling offer post Black Friday

Segment 3: Paid Media Strategies for BFCM (10 mins)

• Devin: Focus on paid media tactics:
• 5 important time periods:
• Post election (Nov. 8th) - start promos
• Black Friday - best offer
• Cyber Monday - second best offer
• Xmas shipping cutoff
• Post shipping cutoff - sale on sale to move off of old inventory
• Coordinated marketing plan
• CPMs are more expensive in election year run up to November, so create a cohesive strategy with organic channels
• Ads should be synchronized with email, organic social, and on-site experience
• Ad creative - Creative messaging for BFCM ads and what works best to drive conversions.
• Leave evergreen ads running in tandem with BFCM focused ads
• Static ads typically work better than video ads for promos
• Take a look at your best static and video ads, last 90 days and the last 180 days.
• For videos make some animated or static banners that preferably move and are dynamic and place them on top of your winners. For statics, add stickers and...