Everlytic, a South African email marketing platform for bulk messaging, omnichannel marketing and communication automation have some tips for businesses this Black November.

Collaborative Partnerships

Co-branded rewards — from complimentary coffees via medical aids to travel perks through banks — boost engagement by tapping into shared value propositions. Partnering with non-competing brands expands reach and enhances perceived value, says the company.

Community and Belonging

Messages that emphasise membership like, "member-only benefits", or "VIP access", can foster emotional loyalty. Position offers as part of belonging to an inner circle, not just another sale, adds the company.

Urgency and Scarcity

Time-sensitive prompts such as, "limited time only", or "offer ends soon", can create immediate motivation. They tap into people's tendency to procrastinate and drive faster action, says the company.

Prestige and Exclusivity

Eligibility-based framing with messages like, "exclusively for you", or "first priority access", can add desirability by implying selectivity. The more special the recipient feels, the stronger the pull, adds the company.

Ownership Framing

Present rewards as already belonging to the recipient, such as "your discount is waiting". This can tap into loss aversion — customers don't want to forfeit what's "already theirs", adds the company.

Abundance Messaging

Language like "boost your rewards" or tiered benefits can signal generosity and encourages repeat participation. Customers are more likely to return when they feel rewarded for loyalty, says the company.

Hyper-Personalisation Drives Results

The strongest Black Friday mailers don't just broadcast offers — they aim to reflect what each customer has already shown interest in. Personalise beyond first names. Reference products customers browsed, clicked, or added to cart, and highlight if those exact items are now discounted or nearly sold out, adds the company.

Segment by purchase history — sportswear buyers receive activewear deals and décor lovers see curated décor-only picks. Dynamic content blocks can automate this, serving different banners and product grids to different users. For lapsed subscribers, craft win-back nudges like: "We've saved your favourites — and they're finally on sale." Geo-personalisation and send-time optimisation can further sharpen relevance, says the company.

Design and Readability Ensure Clarity

Some of the best-performing Black Friday mailers use short sentences, bullet points and clear subheadings. Average readability scores sit around 64 on the Flesch-Kincaid scale — easy enough for broad audiences to skim, yet sharp enough to convey value. Step-by-step redemption instructions reduce friction and drop-off, adds the company.

Everlytic provides some examples of implications and recommendations for businesses:

  • Audit current Black Friday emails against these themes to identify gaps.
  • Refine subject lines and pre-headers — test urgency, exclusivity, or ownership-style phrasing. Use exclamation marks and emojis sparingly for greater impact.
  • Surface previously engaged products in personalised grids and remind customers of their past browsing behaviour.
  • Streamline redemption with numbered steps and one-click vouchers tied to customer profiles.
  • Explore brand alliances to introduce added-value perks beyond discounts.
  • Consider tiered reward structures to encourage repeat engagement throughout the holiday season.
  • Reinforce high-value emails with short, personalised SMS or WhatsApp nudges.

For more information, visit www.everlytic.co.za. You can also follow Everlytic on Facebook, or on X.

*Image courtest of contributor