The Problem
According to Emailonacid.com, over 60% of consumers prefer to hear about Black Friday sales via email marketing. If most brands are using the channel to advertise, the challenge is making BJ's promotions seem deeper and convey urgency.
The Audience
BJ's members are savy shoppers. Most members are waiting for the best deals of the year and excited by the hunt. Often, they are shopping in-club or via the app, with email marketing acting as a flyer to notify them of relevant deals.
The Insight
Through research into Target and Walmart, I identified the importance of maintaining a consistent tone of clarity and urgency through the creative. The discount should be immediately clear and the products should be desirable.
The Strategy
BJ's members are consuming BJ's Black Friday campaign through print and digital media. I maintained visual consistency by creating a Figma component library and scaled the system for the email channel. This created a clear and consistent signal to members: these are some of the biggest deals of the year.
The Work
The Black Friday design system was designed to stand out from BJ's standard emails by using a:
• Unique navigation design
• GIF library with animations designed to convey urgency
• Consistent, bold type lockups for deals
• Library of textures and icons reserved for Black Friday discounts
The Results
The 2024 Black Friday email campaigns drove $1.7M in revenue and increased click-rate by 130% YoY.
