Skip to content

How To Market Your Black Friday Sale: Fax Broadcasting, Email Marketing and More

If you’re looking for a way to boost your revenue in the lead-up to the holiday season, Black Friday could be your answer. 

This year, Roy Morgan and the Australian Retailers Association (ARA) predicts that Australians will spend a record $5.4 billion online and in-store over the Black Friday weekend. And if sales follow the same trend as the past two years, Australians will spend more in November than December. 

So how do you market for Black Friday? That’s what this article is all about. Specifically, we’ll cover why you should hold a Black Friday sale, how you can market your sale effectively and how online faxing can help. 

What is Black Friday?

Black Friday is a 24-hour sales spree that falls the day after the US’s Thanksgiving holiday. In 2021, Black Friday will fall on Friday, the 26th of November. 

Although Black Friday sales go back roughly one hundred years, the term “Black Friday” only dates back to the 1960s when police officers in Philadelphia started using it to describe the large, chaotic crowds that piled into the city’s stores for post-Thanksgiving sales. Some people also use the term “Black Friday” because the success of Black Friday sales helps many retailers turn their first profit of the holiday season (so moving them from “the red” to “the black”). 

Retailers typically profit from Black Friday by offering significant discounts that allow people to purchase items at a price lower than any other deal throughout the year. Though Black Friday started in the United States, businesses worldwide have adopted the holiday, including Australian businesses.

Black Friday has also spawned another holiday the same weekend — Cyber Monday. Cyber Monday falls on the first Monday after Thanksgiving. 

How Black Friday Can Help Small Businesses & Companies Generate Revenue

Consumers love shopping on Black Friday, and thus, retailers can generate significant revenue from holding a Black Friday sale. 

According to a study Finder conducted on 1,015 Australians, 35% of the population intend to shop on Black Friday or Cyber Monday in 2021. That amounts to 6.8 million Australians. 62% of those shoppers are Gen Z, 48% are Gen Y, 27% are Gen X and 9% are baby boomers. 

Finder also expects Black Friday sales to be very prosperous for businesses In 2021. This year, the average shopper will drop $394 on Black Friday sales, with men spending more than women ($452 compared to $335). 

Consumers are planning to buy a wide range of items during Black Friday sales this year, including:

  • Clothes and shoes
  • Food and drinks
  • Electronics 
  • Toys
  • Skincare, makeup and beauty
  • Homewares 
  • Travel items 
  • Furniture 
  • White goods 

The effects of Black Friday sales aren’t just limited to purchases on the day. Holding a Black Friday sale can boost your customer base by exposing your product and services to a broader range of customers, many of whom will make a repeat purchase. 

Repeat consumers are great for long-term business success, as they spend 25% more per transaction during the holidays and more with most subsequent shopping sessions

Black Friday Marketing Techniques

You will limit your Black Friday sale’s impact if you don’t tell consumers that you’re having a sale. Naturally, retailers who want to capitalise on a 2021 Black Friday sale should try one of these marketing techniques: 

#1. Fax Marketing 

Fax marketing (sometimes called “fax broadcasting” or “fax advertising”) is a type of marketing that allows you to send advertisements to individuals, organisations and businesses via fax. You don’t need a traditional fax machine for fax marketing, as you can use online fax services like eFax. 

Fax marketing is a great Black Friday sales marketing technique. Here’s why: 

  • It’s affordable, as the cost of sending a fax starts from $0.10 a page with an online faxing service like eFax
  • It provides a strong Return-On-Investment (ROI), as the cost of sending each fax advertisement is very low 
  • It’s environmentally friendly, as online faxes don’t use paper, toner or fax machines 
  • It’s quick, as some online fax providers like eFax deliver 90% of faxes in less than 60 seconds
  • It’s targeted, as you can limit the reach of your advertisements to your loyal customers (so you can offer them deals you wouldn’t offer a new customer)
  • It’s flexible, as you can send a fax at any time of the day 
  • It works for ecommerce stores, brick-and-mortar stores and multi-channel stores 

You can also personalise your fax advertisement for the receiver, which will increase your success rate as consumers are twice as likely to click on a personalised ad. 

Sending fax advertisements for Black Friday is very easy. All you need to do is log into your eFax account , design your fax advertisement and send it to your recipients. 

To optimise the effectiveness of your marketing campaign, target customers you have a strong relationship with, including loyal, returning or previously engaged customers. You can also increase the ROI of your fax marketing campaign by:

  • Using a strong subject line that incentivises the reader to open the fax 
  • Limiting the amount of text you include (so it’s easy to read)
  • Avoiding colour (as some fax machines can’t print colour) 
  • Using a Call-to-Action (CTA) 
  • Monitoring the strength of your campaign with sales metrics and adjusting your advertisements depending on what worked
  • Including a discount code or coupon in your ad 

#2. Email Marketing 

Email marketing is a tried-and-true strategy. According to the United Kingdom’s Data and Marketing Association (DMA), email marketing generates an ROI of £35.41 for every £1 spent (roughly $AU65 for every $AU1.8 spent). Email marketing is also great because:

  • You can personalise the subject line and address the email to the reader
  • You can link people to your online store with a CTA
  • It’s affordable 

To market your Black Friday sale through email, design a sales email that stands out and send it to your email subscribers using email marketing software or email faxing. 

Research from Boomerang shows that the average email user gets 147 emails a day and deletes 71 of their emails in just five minutes. Naturally, it can be tricky to make your email stand out. 

For best results, try email marketing alongside fax marketing. Combining these strategies will help you reach a wider pool of customers — as using multiple platforms will increase the likelihood your customers will see your ad. 

#3. Social Media Marketing

Social media marketing is another excellent way to market your Black Friday sale to consumers. According to Statistica’s Research Department, 79.7% of consumers have purchased something after seeing it on social media. 

Social media marketing is a great tool because: 

  • You can reach a diverse group of customers with a handful of ads
  • You can target your ads at specific segments or demographics of customers (for example, men under the age of 30)
  • You can use images, videos, audio and animations in your ads 

However, like email marketing, social media marketing works best when you use it alongside other strategies. 

For best results, use multiple social media platforms (Facebook, Instagram, YouTube, Twitter, LinkedIn, TikTok, Pinterest, etc.) and a more direct form of advertising like fax marketing. Diversifying your approach will ensure your marketing reaches a broader pool of potential customers. 

#4. Other Digital Marketing Channels

While many businesses rely heavily on well-known forms of digital marketing like email, fax and social media marketing, they aren’t your only options. You can also market your Black Friday sale through:

  • QR code marketing, which uses QR codes to link customers to an online store or a coupon to bring customers to a brick-and-mortar store
  • SMS marketing, which advertises to previous customers through a short text message
  • Search engine marketing, which advertises your website in search engine results. Two of the most popular search engine marketing tools are Google Ads and Microsoft Ads. 
  • Chatbots, which are website bots that offer customers exclusive deals when they visit your website 
  • Organic social media marketing, which introduces customers to your sale through organic social media posts (“organic” meaning you don’t pay for them)

#5. Offline Marketing 

If your customer base responds to offline marketing, you can use some of these marketing techniques: 

  • Direct mail marketing 
  • Cold calling 
  • Advertising in newspapers and magazines 
  • Radio and television advertising 
  • Billboard marketing 
  • Swag marketing (handing out free samples, gifts or products to people who pass by your store) 
  • Live demonstrations (these work especially well for shopping centre-based businesses) 

Best Type of Marketing for Black Friday Sales

The best type of marketing for you will depend on three things: your product, customers and goals. Consider which marketing channel aligns best with these elements when considering potential techniques because your marketing won’t be as effective otherwise. 

To make choosing a potential channel easier, we’ve compiled the pros and cons of each of the five types of marketing we covered in the “Black Friday Marketing Techniques” section. 


Type of Marketing Pros Cons
Fax marketing
  • Affordable
  • Effective
  • Strong ROI
  • Great for reaching loyal customers 
  • Flexible
  • Environmentally friendly
  • Personalisable 
  • You will need to optimise your marketing materials for faxing 
Email marketing
  • Affordable 
  • Wide reach 
  • Personalisable 
  • Hard to stand out in the recipient’s inbox 
  • Email may get caught in the recipient’s spam folder
Social media marketing
  • Can target specific customer demographics 
  • Easy to use 
  • Affordable 
  • Scalable 
  • Only suitable for brands with a customer base that uses social media 
Other digital marketing channels
  • Fairly affordable 
  • Can be very effective
  • Some techniques require technical expertise to implement 
Offline marketing
  • Some techniques are very effective 
  • Expensive 
  • You may need to plan your ads months in advance 


Embrace Fax Marketing with eFax 

Fax marketing is an easy, effective and fast way to market your Black Friday sale — especially when you partner with a trusted online fax provider like eFax.

eFax is a leading fax provider that helps over 11 million customers worldwide. eFax’s robust faxing system is full of features that make fax marketing easy, including digital signatures, a PDF converter, email faxing, mobile faxing, large file transfer up to 3GB, unlimited storage, fax templates and an app for MS word. eFax is also NBN compatible and future-proof. 

Popular Posts

Popular Whitepapers

Popular Webinar

Still have questions?
We’d love to help

Call us at

1800 243 308

Try our product selection tool

Speak to one of our fax experts