Black Friday – customers under digital attack

Inboxes are filling up with Black Friday emails long before the day even arrives. As a counter-reaction, the phenomenon of Unsubscribe Friday is growing. This is a protest where consumers delete senders who shout too loudly or send too much. It is a clear signal that volume alone does not work. Perhaps it is time to email less, but better?

Black Friday is here

Inboxes are full with percentage signs and “last chance” offers. In 2024, over 361 billion emails were sent every day, and during the Black Friday weekend, volumes increased by a further 33 percent. 

For many companies, email marketing has become a volume trap. More mailings are believed to lead to more sales, even though the opposite is often true. The result is mainly more irritation and fewer opened emails. Our advice is therefore simple: only email when you have something important to say.

Spam emails are not a strategy

Try doing something different. Shift your focus from volume to value, from sending more to saying more. Think carefully and don't send anything unless you are sure it will benefit the recipient. Every irrelevant mailing costs money, time, and trust. Use email to build relationships and identity, not just to sell.
Sure, volume can work for a while. A few percent buy, and it feels like it's getting results. But while you're chasing clicks, you risk losing the most important thing you have: your credibility. When the open rate drops and unsubscribes increase, the damage is already done.
 

With a direct channel comes direct responsibility

Email is the only channel where you have the recipient's active consent. Someone has actually chosen to hear from you, and that's worth nurturing. Use that trust wisely, especially during Black Friday, when inboxes are already overflowing. If you don't want customers to click “unsubscribe,” you have to give them a reason to stay. No one likes to be pestered, whether it's by a salesperson, a five-year-old craving ice cream, or someone who can't stop sending text messages.

Would you like to know more about a sustainable and responsible email marketing strategy, book a demo with one of our experts here!