The sale season, which begins with Halloween and Black Friday and ends closer to Easter, is a busy period for any ecommerce business. Everyone’s rushing to get some sort of deal on the market. And there’s a good reason for this—customers anticipate this annual event, and they are willing to spend their hard-earned money.
For businesses, this presents a challenge—how to stand out in a crowded space filled with incredible deals? One way is to offer a better value. But this may end up as a race to the bottom, defeating the whole purpose of the season.
However, there’s another option. Through engaging interactive elements, businesses can grab customers’ attention without slashing the prices too drastically. This creates a win-win situation: buyers receive great deals and engaging experiences, while companies maintain profitability and boost sales.
In this article, we’re going to explore examples of engaging emails and widgets used for Black Friday deals.
Promosound
Promosound is a promotional service that specializes in social media and musical promo for artists.
Before Black Friday, their website featured a widget offering a 10% discount in exchange for visitor data, achieving a 4.7% conversion rate.
Eight days before BF, the widget was replaced with a promise of a future secret deal.
This new widget has a comparable conversion rate (4.5%). Yet, it resulted in as many contacts gathered in a week as the regular widgets get in a month. This surge was likely driven by higher-than-average Black Friday season traffic. Notably, performance remained strong even without offering an immediate discount.
Promosound uses WooCommerce for its website
We have released a new plugin that lets you connect your WooCommerce website to Yespo CDP to install all necessary scripts.
With this plugin, you can start creating your own widgets with minimal effort.
After signing up, users received this subscription confirmation (DOI) email:
When confirmed, the next email contained a promo code for Promosound’s services.
When Black Friday arrived, the subscribers received this email:
The email featured four offers: two for the Spotify promotion and two for SoundCloud and YouTube. When clicked, the interactive elements of the email redirected back to the Promosound’s website. There, a special widget was triggered based on the UTM tags placed in the email. Each widget corresponded to a deal in the email and contained a promo code.
The widgets achieved the following results (in this case, the сonversion was measured by clicks on the widget's copy code button):
| Campaign | Conversion rate |
| Spotify charts Promo | 40.7% |
| YouTube Promo | 16.9% |
| Spotify Promo | 46.5% |
| SoundCloud Promo | 15.2% |
After Black Friday, the widget was replaced with one with a bigger discount of up 50%. This version has a slightly higher conversion rate compared to the Black Friday version (5.5% vs. 4.7%).
When a visitor confirmed their email, they received the same email from the Black Friday promotion as existing subscribers. But when someone tried to sign up again, the following message was displayed, encouraging them to check their inbox:
Overall, the main email campaign achieved a 10.11% conversion rate.
On Cyber Monday, users received an additional App Inbox message with a 25% discount for items in the cart. This supplementary campaign boosted the total revenue by 50% above what the email alone generated.
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Learn moreOverall, Promosound’s Black Friday campaign was a success. When compared to previous email promotions, the results of the Black Friday activities were the following:
- 44% higher revenue compared to the Halloween campaign
- 54% higher revenue compared to the New Year campaign
- 145% higher revenue compared to regular monthly campaigns
Artist Push
Artist Push is a musical promo service that specializes in boosting new artists, increasing their follower count, and gaining more listens on streaming platforms.
Before the Black Friday promotion, the company was using a colorful widget with a 5% OFF deal in exchange for a subscription.
8 days before Black Friday, the widget was replaced to offer the same 5% off deal and a promise of additional incentives for subscribers.
After a visitor signed up through the widget, they received the following DOI email.
After the DOI email, users received a promo code for a 5% discount.
After Black Friday, the following widget with a 15% discount was displayed:
This time, only one confirmation email was sent. When accepted, the users were redirected to the website with yet another widget—now with a promo code itself.
The idea was simple—instead of sending a promo code through email, where it might get lost, visitors were sent to the page and got the deal immediately.
This widget with a 5% discount achieved a 5.6% conversion rate. The 15% discount widget was even more effective, with an 8.7% conversion rate.
The main Black Friday email contained three different offers presented as boxes. The user didn’t know what was inside until they clicked. This created an additional intrigue and incentive to click and find out.
When a user clicked on any of the three boxes, they were sent to a webpage with a widget containing a promo code for the corresponding offer.
Results of the widgets were the following (the сonversion was measured by clicks on the widget's copy code button):
| Campaign | Conversion rate |
| Streaming Promotion | 35.2% |
| Music Promotion | 30.9% |
| Social Promotion | 27.5% |
Compared with their previous campaigns, this Black Friday promotion achieved 70-90% higher revenue.
As you can see, engaging campaigns can bring in sales even without significant discounts or other incentives. Let’s explore two technologies that will turn your campaigns into captivating experiences: AMP emails and website widgets.
How Yespo Can Help You Increase Conversions With Interactive Campaigns
Yespo, an omnichannel customer data platform, offers built-in capability to add Accelerated Mobile Pages AMP to your emails.
AMP is a framework by Google that allows you to turn emails from static pages into interactive experiences. AMP can be applied to many scenarios, such as running quizzes, collecting feedback, or even creating games right inside the inbox!
These emails not only look appealing but can also increase conversion rates by 5.2x.
Our editor lets you quickly create one of three formats:
- Carousel—a block that allows you to flip through a series of images of other content, just like carousels on Instagram, but right in the inbox.
- Accordion—a block that allows you to open or hide content when being clicked on.
- Form—a block for conducting surveys and collecting reviews and feedback straight in the email.
When it comes to website widgets, Yespo offers a selection of popular options, including subscription forms, informers, and request forms. Additionally, to increase engagement and conversions, you can create gamified widgets right in our convenient editor.
You can pick one of three available mechanics. These include:
- Spin the wheel—a widget where users have to spin the wheel for a chance to win a prize, like a discount.
- Gift box—users have to pick one of several boxes to receive a gift.
- Scratch card—this interactive widget emulates physical scratchcards.
Best of all, you don't need developers to implement these mechanics. Everything can be easily arranged in your Yespo account.
As you can see, making your seasonal sales more engaging doesn’t require too much effort with the right tools.
If you want to explore how Yespo can make this high season more profitable for your business, fill in the form below and our experts will get in touch with you.