Fix the BFCM Fatigue
💡Stop Black Friday Unsubscribes From Killing Your List
Howdy Readers 🥰
In this newsletter, you’ll find:
💡 How to Stop Black Friday Unsubscribes From Killing Your List
🧠 Meta’s AI Ad Tools Boost Ad Performance
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💡 How to Stop Black Friday Unsubscribes From Killing Your List
Black Friday is a double-edged sword for email marketers. It’s a prime opportunity to drive sales, but also the season when unsubscribe rates spike. The good news? By giving your audience more control and fine-tuning your email strategy, you can protect your list and turn potential unsubscribes into long-term engagement. Let’s dive into smarter strategies to retain your
audience while maximizing Black Friday's impact.
1. Empower Customers With Smart Opt-Outs
Instead of losing subscribers entirely, give them the choice to opt out of Black Friday emails without leaving your list. This not only reduces annoyance but strengthens trust by showing you respect their preferences.
How to Execute
Send a teaser email titled something like, “Don’t love Black Friday spam? We’ve got you covered.”
Include a one-click option to opt out of sales emails while ensuring they stay subscribed to regular updates.
Automate segmentation to remove opt-outs from Black Friday campaigns, but still target them later with personalized content.
Pro Insight: A brand that implemented this strategy saw only 100 opt-outs from a 70,000-subscriber list, maintaining engagement with the remaining audience while improving list health.
2. Hyper-Target Your Segments
Instead of treating your entire list as one audience, build hyper-specific segments to tailor your messaging. Focus on those most likely to convert, while limiting irrelevant emails to disengaged subscribers.
How to Execute
Use AI-powered tools or advanced analytics to identify behavior patterns, like past purchases, recent clicks, or time since last engagement.
Segment audiences by customer value tiers, such as VIPs, recent buyers, and deal hunters, and craft customized Black Friday messaging for each.
Exclude subscribers who haven’t interacted in over six months to avoid unnecessary churn.
Pro Tip: Include smaller, personalized perks like “Exclusive VIP early access” to incentivize engagement from your high-value segments.
3. Add Value With Every Email
Nobody unsubscribes from emails they find useful. Shift from generic promotional blasts to Black Friday emails that deliver genuine value, like exclusive previews, early access, or personalized recommendations.
How to Execute
Instead of listing every sale item, highlight curated bundles or offers tailored to user preferences.
Use countdowns or inventory warnings to create urgency while reinforcing relevance.
Incorporate interactive elements like polls or product quizzes to make emails more engaging and less transactional.
Black Friday doesn’t have to cost you subscribers. By offering opt-out flexibility, refining your segments, and delivering real value in every email, you can protect your list and build loyalty. Smarter strategies today mean stronger relationships tomorrow—your audience will thank you for it.
🧠 Meta’s AI Ad Tools Boost Ad Performance
Insights from Meta
Meta is doubling down on AI-powered ad automation, showing promising results for advertisers using its Advantage+ campaigns and creative AI tools. Here’s an overview of their latest insights into how these tools are transforming ad performance.
The Breakdown:
Enhanced Ad Targeting with Andromeda: Meta’s Andromeda system has overhauled its ad matching engine, improving personalization and targeting by analyzing more factors during ad retrieval. This has led to a 6% improvement in ad recall and an 8% boost in ad quality for select segments across Instagram and Facebook, delivering more tailored experiences to users and higher returns for advertisers.
Advantage+ Campaigns and ROI: Advertisers adopting Advantage+ creative AI tools reported a 22% increase in return on ad spend (ROAS). Unlike traditional targeting based on audience assumptions, Meta’s AI relies on engagement data from across its platforms to match ads with the right users, leading to improved performance and reach.
AI-Generated Image Ads Driving Conversions: Meta’s generative AI tools, introduced earlier this year, have shown impressive results, with businesses seeing a 7% increase in conversions from AI-generated image ads. While careful use of these tools is advised to ensure quality, they provide an innovative way to create visually appealing ads quickly and efficiently.
Adoption and Scaling of GenAI Tools: The momentum is growing: Over a million advertisers created more than 15 million ads in a single month using Meta’s generative AI tools. This rapid adoption signals the growing confidence in AI-driven ad solutions as a way to improve ad creativity and engagement.
Meta’s AI-powered ad tools are proving to be game-changers for advertisers, from improving targeting precision to automating creative elements. If you haven’t yet explored these tools, now might be the time to test them and see how they can elevate your ad strategy and performance.
AD OF THE DAY
What Works:
The creative grabs attention with its quirky strawberry visual and bold messaging: “90 Day Weight Loss Power.” It builds trust with 4,000+ 5-star reviews and a money-back guarantee. The dual benefits of weight loss and beauty enhancement broaden appeal. The strong call-to-action (“Risk-Free for 90 Days”) reduces hesitation, making it easier for consumers to try.
What Can Be Better: The USP—“world’s first collagen-infused weight management product”—should be more prominent to differentiate from competitors. Simplifying the design with better spacing and highlighting one key ingredient (e.g., Greenselect Phytosome®) visually would make the ad more compelling.
Broader Insights: Obvi’s niche overlap of weight loss and beauty shows how addressing multiple consumer needs can expand reach. Educating buyers with concise, mobile-friendly content on product benefits is critical in today’s DTC market. Risk-free trials and influencer partnerships, especially with fitness and beauty creators, can drive higher conversions.
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