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3 Ways To Make Data Actionable In Email Campaigns

These days, it can be difficult to analyze all the clicks and touchpoints that your customers have with your business, and it’s only normal to ask: How do I make all this data actionable?

And you’re not the only one asking this question.

Don’t neglect your subject line and preheader text

This has probably been hammered into your mind, but it’s vital during the Black Friday shopping season. Consumers’ inboxes are going to be filling nonstop between the months of October and December, and using the standard “Name + Deal” will quickly be overlooked.

Instead, consider:

  • Personalizing deals based on past purchases
  • Adding emojis to your subject line
  • Asking your readers a question

All of these are proven to help increase email open rates, so why not consider testing out a few options before you send out your Black Friday campaigns?

Make your offer the highlight by putting it front and center

When crafting your Black Friday email campaigns, you want to make sure your offer is not only clearly stated, but that your audience doesn’t have to go hunting for their savings.

In this example by Readdle, they highlight their Black Friday deal by setting it in its own content box, and they put the CTA “Get my deal” front and center so that readers simply have to click to get their deal.

Readdle makes it easy for readers to get their savings by putting the link front and center.

Design your message for scannability

Readers are known to scan through their daily email marketing messages, so you want to retain this feature during the busy holiday season. Give readers the information they want to know from the start and guide them to the CTA that’ll lead them to a landing page with the actual offer.

BaubleBar does an outstanding job of keeping their message short and to the point. They also make great use of the inverted pyramid setup to help guide the reader’s attention from the meat of the message to the CTA.

BaubleBar keeps their message short and sweet while using the inverted pyramid to guide the reader’s eyes directly to the CTA.

Craft a perfectly clickable CTA

Your Black Friday email campaign isn’t the time to mess with complicated CTAs. You want to craft a CTA that’s easy to spot and click on to get your readers where they want to go. When crafting your clickable CTA, keep these tips in mind:

  • Use a button, not hyperlinked anchor text
  • Keep the text short and sweet
  • Avoid friction words such as “buy”


The fall weather is only one indication that it’s time to start planning your Black Friday 2021 email marketing campaign. Start your planning, designing, and testing early, so you’re more than ready when the time comes to start scheduling your sending process.

When designing your Black Friday messages, keep these essential tips in mind:

  • Craft creative and eye-catching subject lines and preheader text
  • Get your offer noticed by placing it front and center
  • Design your email for scanners
  • Have an actionable CTA button