Black Friday E-mail Advertising: 15 Successful Methods

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Black Friday and Cyber Monday are virtually right here. In case you’re planning to run a Black Friday sale, you’ve received firm, as a result of virtually each different retailer is, too. Which means determining distinctive methods to seize consideration and encourage individuals to make purchases. E-mail is likely one of the finest strategies of doing this as a result of it’s one thing virtually everybody dedicates each day time to verify. In case you do it proper, your message is nearly assured to be seen for at the least a cut up second. 

Do you’ve a Black Friday electronic mail advertising and marketing plan prepared? 

With so many selections and distractions, it’s essential to make use of each device accessible to succeed in new clients with tantalizing Black Friday offers. And don’t overlook your earlier and constant clients. You possibly can create a Black Friday electronic mail marketing campaign focused particularly to them in order that they purchase from you and never a competitor.

E-mail will be extremely efficient as a result of it permits you to make focused presents proper within the inbox. You aren’t restricted by the necessities of Google Adverts or social media promoting instruments. You aren’t depending on engines like google or algorithms. You write the e-mail. You create it for particular individuals. And also you ship it on to them. 

That’s why electronic mail advertising and marketing continues to ship probably the greatest returns on funding within the digital advertising and marketing house. 

On this put up, we’ll cowl our favourite suggestions and finest practices to your Black Friday and Cyber Monday electronic mail advertising and marketing marketing campaign.

Black Friday electronic mail advertising and marketing concepts and techniques

In case you haven’t but created a Black Friday electronic mail advertising and marketing marketing campaign for 2023, or have began one however need assistance making it higher, we’re sharing tons of suggestions and techniques proper right here so you may elevate your sport and improve income. 

The celebration doesn’t cease with Black Friday, both. Small Enterprise Saturday, Cyber Monday, and GivingTuesday spherical out an extended and busy weekend of buying many shoppers.

Right here’s a listing of Black Friday electronic mail concepts and techniques you need to use this 12 months and past:

1. Plan forward

Don’t simply throw collectively blanket presents like “20% off” and ship out a bunch of generic emails on the final minute. Sure, that’s higher than nothing, however that received’t maximize your income for this time of 12 months. Set time apart to plan a Black Friday electronic mail technique. Even when it’s a small marketing campaign, a well-planned one will produce higher outcomes.

In case you’ve waited too lengthy, try our suggestions for last-minute Black Friday and Cyber Monday planning.

2. Examine earlier Black Friday campaigns

We could also be speaking particularly about Black Friday electronic mail campaigns, however advertising and marketing is advertising and marketing, and you will get concepts to your marketing campaign by wanting in all types of locations. 

Along with different Black Friday emails, seek for TV adverts from earlier years. Search for Black Friday marketing campaign concepts different firms have used of their digital advertising and marketing, social media advertising and marketing, and another channel you will discover. Don’t restrict your self. 

WooCommerce Black Friday Instagram post with a 40% off sale
An instance of a Black Friday promotion run by Woo in 2022.

Why? Since you’re seeking to discover inspiration for the important thing components that make any advertising and marketing marketing campaign profitable, together with a Black Friday promotion. You’re in search of:

  • Sorts of presents
  • Black Friday theme concepts
  • Advertising message examples
  • How urgency was used
  • How earlier campaigns mix Black Friday with Cyber Monday
  • How Black Friday offers coordinate with different vacation advertising and marketing
  • Advert frequency
  • Name to motion examples
  • When Black Friday campaigns are sometimes launched

You could find concepts and examples for this stuff by all types of promoting campaigns, and it doesn’t must be out of your trade. 

3. Develop a theme

Black Friday is the busiest procuring time of the 12 months. Getting consideration is subsequently probably the most essential points of your Black Friday electronic mail marketing campaign. 

Having a theme will assist, so you are able to do extra than simply blast sitewide reductions that don’t have any that means hooked up to them. An excellent theme shall be extra highly effective than relying solely in your model identification. It allows you to create memorable advertising and marketing messages and Black Friday electronic mail design concepts.

email example with the text "the deals are loose."
E-mail from Actually Good Emails

For a easy instance, what in case you created a marketing campaign across the 12 days of Christmas, and made your provide 12% off? No one does 12% off. They at all times do spherical numbers like ten and 20. Selling 12% off would get consideration. 

And you may have enjoyable with it — have choose durations of time when the low cost doubles to 24%, or even perhaps triples to 36%. 

However that’s only one thought. The purpose is — once you create a Black Friday theme to carry extra life to your electronic mail marketing campaign, a complete array of Black Friday electronic mail design and different artistic choices open up. These sorts of issues will make your Black Friday electronic mail marketing campaign stand out amid the ocean of emails filling up the inbox house of your clients and prospects.

4. Get consideration

And talking of themes that get consideration, you’ll must do all the pieces you may presumably consider to get your Black Friday emails seen in these overflowing electronic mail inboxes. In case your common buyer will get 50 emails per day on a typical day, they’ll in all probability get three or 4 occasions that many Black Friday emails. You might have just a few seconds to get their consideration.

Your open charges will in all probability go down.

To get seen, you want an attention-grabbing topic line and pre-header. You could maintain the reader’s consideration after they open the e-mail, too. This requires extra than simply sitewide reductions. 

subject line: "black friday: cancelled"
Topic line instance from the e-mail proven above

Listed here are a couple of extra concepts for getting consideration on Black Friday:

Donate to a charity

Inform your clients you’ll put aside a sure share of your Black Friday proceeds to present to a charity. It may very well be native or nationwide, relying on what’s more likely to resonate with nearly all of your clients. 

In case you’re utilizing a theme in your Black Friday marketing campaign, you may be capable to decide a charity that aligns with the theme. Ramp up your donations on Giving Tuesday — the Tuesday following Black Friday — and think about encouraging donations exterior of shoppers’ purchases.

Use teaser emails

In screenwriting, dialogue that’s too apparent and simple is known as being “on the nostril.” It’s not a praise. Don’t make all of your Black Friday emails and duplicate too on the nostril. 

Sure, typically being clear and direct is suitable. However different occasions, maintain them guessing. Make them marvel. Get them just a little antsy. Make them wish to open that electronic mail as a result of the topic is so intriguing. Make them salivate for the following one.

If in case you have a giant announcement to make as a part of your Black Friday sale, create a teaser electronic mail that goes out earlier than the announcement. For instance:

“On Black Friday at 6 a.m. EST, you’ll be the primary to find a brand new product three years within the making. It’s going to alter all the pieces.” 

That type of message doesn’t provide something. However it’ll make them not wish to miss no matter you’ll be saying when your Black Friday sale begins.

You possibly can create a complete collection of emails main as much as one thing large, so long as what it’s main as much as actually is sufficiently big to justify the hype. You don’t desire a letdown. You don’t wish to be anticlimactic.  

An excellent teaser electronic mail creates a need that have to be fulfilled. It retains your electronic mail subscribers checking their inbox simply to see what your large announcement is. 

Your large Black Friday promotion announcement may very well be all types of issues. Right here’s a tiny listing to get your artistic juices flowing:

  • A contest or prize giveaway
  • A celeb making a particular look (and native celebrities depend!)
  • A brand new product launch
  • Restricted-time entry to an unique membership or different program
  • Private supply by the proprietor of your organization
  • Mixed alternative with one other non-competing however complementary firm

No matter it’s, you need it to get consideration when your Black Friday sale begins, and a teaser electronic mail marketing campaign will assist make that occur.

Communicate to buyer ache factors

Ache will get consideration. When your Black Friday emails handle core areas of need, frustration, inconvenience, or issue, they’ll get the reader’s consideration. 

Bland reductions solely get consideration for sure sorts of clients. However do you actually need coupons to be the principle driver of income on Black Friday? That’s one technique and it’s applicable to make use of as a Black Friday gross sales technique. However wouldn’t or not it’s nice if individuals shopped at your on-line retailer for different causes in addition to simply saving a couple of dollars?

Put the client ache factors within the topic line.

Once you give attention to issues that matter to your target market, you’ll get their consideration. Then, a extra modest low cost code will shut the sale. 

Use distinctive CTA buttons

Inside your emails, do one thing totally different from the norm to maintain individuals visually and emotionally engaged and responsive. One key place to do that is along with your name to motion button. 

The CTA button, by definition, wants to face out, as a result of that is what clients click on to answer your Black Friday provide. You want them to see it. 

However on Black Friday and your different vacation campaigns, search for strategies in addition to simply shade and font to make your CTA buttons stand out. 

That is yet one more place the place having a theme pays off in your Black Friday gross sales technique. If in case you have a theme, attempt to inject a component of it in your name to motion button copy, in addition to the design. 

Does it must be a rectangle? Does it must say “Purchase now!” or some shut variation? 

Discover language with extra emotion — humor, persona, enjoyable, or urgency. Simply be certain to not sacrifice readability simply to be artistic. 

Use a countdown timer

If in case you have a giant announcement and are utilizing teaser emails, including a countdown timer can construct up much more anticipation. However no matter you’re doing, Black Friday is a pre-existing deadline that folks settle for and perceive. A countdown timer provides a visible sense of pleasure.

email example with a countdown timer
Instance from Actually Good Emails

5. Create one or a number of presents

Check out your stock. Do you’ve a selected product you wish to use for a Black Friday sale? It may very well be one thing distinctive to your website that may attract clients who’ll buy different issues. Or maybe an merchandise you don’t thoughts discounting as a result of you’ve a couple of too many left in inventory.

The commonest Black Friday provide is a sitewide low cost. You can even throw in bonus presents, reminiscent of reward playing cards, for individuals who spend over a certain quantity or purchase explicit gadgets. You possibly can create tiered reductions. For instance, spend $100, get $10 off. Spend $250, get $30 off, and many others.

percent off discounts listed in an email
Photograph from Actually Good Emails

Sitewide reductions have their benefits — simplicity being the principle one. However they’re additionally the most typical kind of Black Friday sale. You received’t stand out as a lot in case you solely do what everybody else is doing. 

6. Phase your presents

You’ll deepen your connection along with your target market much more successfully by making presents that attraction to them particularly or completely. However the important thing to that is the flexibility to create electronic mail segments. 

In case you can phase your contacts successfully, you may create a number of presents for a number of segments. 

Maybe one provide is for individuals over 65, one other is for enterprise homeowners, and one other is for folks with children nonetheless within the house. Or, presents may very well be depending on location, revenue, earlier purchases, or many different components. 

And keep in mind — in the course of the vacation procuring season, persons are shopping for presents. So in case you ship emails to your over-65 phase, many of those are grandparents. Provide merchandise for youths, however provide them utilizing language that speaks to a grandparent. 

If in case you have the suitable data in your system, you may phase accordingly and create more practical Black Friday electronic mail campaigns.

Listed here are some examples, and the expertise that helps it:

Goal earlier clients

Loyal clients love being rewarded. 

Create segmented Black Friday offers that cater completely to earlier clients, and make that clear in your topic line in order that they understand it’s for them. Relevance will get consideration. Making individuals really feel particular and appreciated is a type of relevance. Segmentation and relevance additionally scale back the possibilities that your emails will find yourself within the spam folder.

And rewards don’t must be reductions, both. It could be one thing the place in case you spend over a certain quantity, you get a free reward, free delivery, or reward wrapping. It may very well be a “thanks” coupon for a future buy, serving to deepen their connection along with your model however holding off on discounting this buy as a lot. It may very well be doubled or tripled loyalty reward factors.

If in case you have any type of month-to-month membership, it may very well be a free month or two. 

AutomateWoo features a follow-up function that permits you to simply ship Black Friday emails focusing on anybody who has made a previous buy. You possibly can ship a Black Friday marketing campaign that’s unique to them. These will make them really feel valued and may encourage them to purchase from you once more.

It’s at all times simpler to promote to present clients than to win new ones.

Goal primarily based on previous purchases

Much more personalised, you may create Black Friday offers primarily based on previous purchases. If somebody purchased pet meals from you prior to now, you may guess they’ll want to purchase it once more. Why not ship them a particular, personalised Black Friday marketing campaign in order that they purchase it from you as a substitute of another firm? Even in the course of the vacation season, individuals nonetheless have to purchase the necessities.

In some instances, previous purchases counsel complementary future purchases. If somebody purchased gardening soil from you prior to now, it’s a secure guess they may want gardening instruments, or seeds, or fertilizer, or dwell vegetation. 

MailPoet permits you to ship out personalized emails with unique reductions primarily based on beforehand bought gadgets and classes. 

MailPoet homepage with information about the tool

Goal primarily based on exercise

Possibly it’s been some time since some clients purchased something out of your on-line retailer. Six months. A 12 months. Two years. AutomateWoo has a Win Again electronic mail function that you need to use to focus on inactive clients and ship them unique “come again to us” presents on Black Friday and through Cyber Week. 

creating a coupon code with AutomateWoo

Goal new clients with vacation advertising and marketing

On Black Friday, you’re more likely to get enterprise from clients who’ve by no means shopped from you earlier than. What you wish to begin engaged on is popping extra of those individuals into repeat consumers. 

What’s nice about Black Friday is that it comes a couple of month earlier than Christmas. 

So, as new clients purchase and get added to your database, create a follow-up gross sales electronic mail marketing campaign that may exit within the weeks that comply with to assist them with their Christmas procuring. 

They purchased from you as soon as, however might not learn about among the different services you promote. 

Use this one alternative, whereas they’re most open to it, and attempt to incentivize extra repeat purchases. 

7. Use coupon codes

This is likely one of the single finest issues you are able to do in your Black Friday electronic mail marketing campaign. Why? As a result of it permits you to monitor your knowledge past mere click on by charges. 

The clicking by price provides you a way of general engagement. However with low cost codes, you’ll know which emails and which presents carried out the very best. 

email example with a coupon code
E-mail instance from Actually Good Emails

Use a distinct low cost code in every Black Friday marketing campaign, together with ones despatched out utilizing junk mail and different types of media. Then, after the vacation season is over, take a look at which campaigns had been handiest, and construct on that success subsequent 12 months. 

8. Ship the primary electronic mail yesterday

Okay, so you may’t return in time. The purpose is, you wish to begin planting seeds within the minds of your clients. Tease them that some nice Black Friday offers shall be coming their method.

The earlier you begin speaking, the extra anticipation you’ll create. And anticipation is a powerfully optimistic emotion that results in motion.

The opposite wonderful thing about this technique is, it’s tremendous straightforward. 

You possibly can ship this electronic mail out immediately, even in case you don’t know what your precise presents shall be. Simply inform your clients you’ve some nice stuff coming this 12 months on Black Friday. It doesn’t must be an extended electronic mail and also you don’t want any specifics. Simply plant the seed.

You possibly can ship this electronic mail to your total listing, even in case you’re going to phase your presents later. MailPoet’s WordPress electronic mail e-newsletter templates work fantastically for issues like this. Plus their templates can sync along with your WooCommerce retailer so you may add particular product options to emails. Use these as they’re or as Black Friday electronic mail examples to encourage your personal creation. 

grid of templates from MailPoet

9. Improve electronic mail frequency as Black Friday nears

Don’t wait till Black Friday truly arrives after which ship out a barrage of emails. Different firms already try this, and clients get up on Friday morning to search out 500 Black Friday emails of their inbox. 

That’s tough.

However in case you’ve planted the seed, after which watered it within the weeks main as much as the large day, your clients will already be interested by you and planning to take a look at your Black Friday offers and specials. 

And after your Black Friday sale is over, you wish to proceed sending emails all through the vacation season. In case you solely ship out three emails for your entire season, they may get misplaced within the frenzy, and many purchasers received’t see them in any respect. It’s okay to repeat the identical presents and particulars a number of occasions as a result of most individuals received’t keep in mind the entire data the primary time.

A fair higher strategy to handle this course of is to switch campaigns primarily based on subscriber exercise. 

A method to do that is to ship reminder emails to those that don’t open your Black Friday emails the primary time. A reminder electronic mail is the very same electronic mail, often with a distinct Black Friday topic line reminiscent of, “Did you miss this?” Since they didn’t see the primary one, the reminder received’t hassle them.

10. Emphasize the deadlines

With such a decent timeline on Black Friday and Cyber Monday, the deadlines are in some methods self-imposed. However, you may emphasize occasions, not simply dates. And in case you’re extending your Black Friday gross sales by Saturday or Sunday, emphasize that, and make it clear that these are the ultimate hours to seize the very best offers. Once more, a countdown timer will increase the impact with visible urgency. Time is actually ticking away.

email example with the text "tomorrow is too late"
Photograph from Actually Good Emails

Additionally, deadlines don’t must be time-based. They are often quantity-driven: “Once they’re gone, they’re gone.” You can even make Black Friday gross sales the place solely the primary X variety of individuals get the largest low cost. After that, everybody else will get a smaller one. Completely different approaches work finest in several industries.

11. Shorten your Black Friday deserted cart triggers

Individuals are procuring for many on-line gross sales on Black Friday weekend and the next week, so they might find yourself with a number of deserted carts. They usually wish to make choices quick whereas the offers are sizzling. You don’t have a ton of time to drive gross sales.

In regular occasions, deserted cart emails often exit a number of hours, and even days later. 

However on Black Friday by Cyber Monday, that’s too lengthy. Shorten the triggers to your deserted cart emails right down to lower than an hour. It will improve the possibilities your buyers will come again in the event that they go away your website earlier than buying.

AutomateWoo’s deserted cart electronic mail function makes all this doable.

12. Develop your electronic mail listing with a particular provide

Massive revenues on Black Friday and Cyber Week are nice, however what’s even higher is in case you can flip your one-time consumers into repeat clients. As advertising and marketing guru Dan Kennedy says, you don’t get a buyer to make a sale. You make a sale to get a buyer.

That’s why capturing extra electronic mail subscribers in the course of the vacation season is so essential. In case you embrace a particular Black Friday or Cyber Monday low cost, deal, or free reward for anybody who indicators up to your electronic mail listing, now you’ve them for all future electronic mail advertising and marketing campaigns till they unsubscribe. 

So even when they don’t purchase from you on Black Friday this 12 months, you may proceed advertising and marketing to them. And in the event that they do purchase from you this 12 months, you may proceed advertising and marketing to them. Both method, they’re in your sphere of affect.

MailPoet makes it easy to create electronic mail opt-in kinds for WordPress websites you can sprinkle round to seize extra new guests in the course of the Black Friday procuring season. Put them in distinguished locations, particularly in your homepage and most important product class pages. 

graphic of places you can put opt-in forms

Additionally, use double opt-in in order that they don’t offer you a pretend electronic mail handle, and don’t give them the ‘new buyer coupon code’, or no matter incentive you’re utilizing, till the affirmation electronic mail (the second in double opt-in). You’ll find yourself with the next high quality electronic mail listing that method, making your Black Friday electronic mail advertising and marketing technique more practical.

13. Create electronic mail campaigns for after the sale

The vacation procuring season doesn’t finish after Cyber Monday is over. Black Friday falls close to the start of the vacation rush. Most individuals proceed on-line procuring all through December. 

So, create extra vacation advertising and marketing campaigns to maintain participating your electronic mail listing, and particularly to individuals who made purchases already. Run these by the month. 

As well as, for anybody who made a purchase order on Black Friday or Cyber Monday, create a customer support follow-up marketing campaign. In these emails, you may obtain a number of wins:

  • Thank them for his or her buy
  • Give delivery updates
  • Embody directions on the best way to use or look after a product
  • Ask for opinions
  • Ship new presents

Doing this reveals clients you care about their expertise, not simply their cash, and it’ll end in fewer returned merchandise and higher buyer loyalty. 

14. Fluctuate your topic traces 

In the event that they don’t open your emails, they’ll’t see your presents. And sustained low open charges improve the possibilities your emails will find yourself within the spam folder.

However Black Friday is a busy electronic mail season, and inboxes will overflow. What are you able to do with topic traces to extend open charges? 

To actually get seen, you should make use of some topic line selection.

Think about opening your inbox and seeing 20 Black Friday topic traces from totally different firms, and all of them say “20% sitewide low cost!”, “30% sitewide reductions”, or “30% off all the pieces in retailer.” 

Paraphrasing The Incredibles, if everybody’s provide is nice, then nobody’s is. In different phrases, all these topics say the identical factor, so the offers don’t look like something particular.

Right here’s the best way to create some Black Friday topic line selection: 

  • Use urgency — we’re within the last hours! 
  • Use humor — sure, even corny and foolish humor makes a topic line stand out
  • Use curiosity — make them marvel what’s inside
  • Use personalization — particularly on the focused emails
  • And sure, make some topic traces ‘on the nostril’ apparent just like the examples above

The purpose is, use all of those methods, not simply one in all them. It will make your Black Friday advertising and marketing emails stand out from the gang and earn extra opens.

15. Time-saving Black Friday electronic mail suggestions

Companies have loads to work on in the event that they wish to get essentially the most out of Black Friday weekend. It’s a busy season. However the factor is, it’ll occur once more subsequent 12 months. 

That’s why a part of your Black Friday technique this 12 months must be to make it simpler subsequent 12 months. Begin engaged on issues you may re-use and re-apply in future years, maybe solely requiring just a little tweaking. Listed here are a couple of examples:

Use Black Friday electronic mail templates

You could find Black Friday templates on-line and possibly inside your electronic mail platform or CRM, or you may create them your self. And when you might not wish to use the very same template yearly, upon getting a couple of you want, will probably be a lot quicker to simply change them just a little bit right here and there. You received’t want to begin from scratch with new Black Friday electronic mail templates every year.

Templates make your emails look higher and work higher, they usually velocity up the method of designing and sending them. In case you battle with the Black Friday electronic mail design course of every year, utilizing templates shall be an enormous assist.

Use advertising and marketing automation

We’ve hit on a couple of methods to make use of electronic mail automation throughout Black Friday already on this article, reminiscent of deserted cart emails. 

However you may also create automation for conditions that come up yearly round Black Friday and Cyber Monday. 

For instance, you’ll get new clients yearly. Create a Black Friday welcome electronic mail that goes out to all new clients.

You’ll additionally get new electronic mail subscribers throughout Black Friday, Cyber Monday, and past. Not all might make a purchase order, however they’ll be in your listing. Create a welcome electronic mail for these new subscribers that’s distinctive to Black Friday, Cyber Monday, or the vacation season — or all three. You possibly can use a barely totally different electronic mail for every scenario relying on after they subscribe.

You may additionally create automation round particular merchandise that promote yearly round Black Friday. Anybody who buys these merchandise receives a particular electronic mail. This electronic mail may counsel a complementary product. It may embrace directions or different data you get requested for associated to this product. 

And keep in mind, with automation, you need your topic line to be clear and descriptive. For instance, “This goes effectively along with your ‘product merchandise simply bought’”.

And, in case your electronic mail opt-in course of permits individuals to pick the product classes or different sorts of segments they wish to participate in, create automation round that as effectively. 

For instance, in the event that they choose a phase that sends electronic mail updates about new product releases, get them excited by sharing some testimonials from joyful clients who purchased new merchandise prior to now.

Repurpose content material 

You received’t have to jot down all these welcome emails and your different Black Friday electronic mail automation copy from scratch every year. The essential message in all probability received’t be that totally different, at the least in elements. Re-use the identical content material when it really works, together with a topic line that appeared to carry out exceptionally effectively, and also you’ll save your self much more time.

And, search for different methods to repurpose content material. If in case you have an FAQ touchdown web page however you retain getting requested questions which are on there, that in all probability means hardly anybody is discovering that web page. So, repurpose your FAQ web page content material and make it a part of your Black Friday electronic mail advertising and marketing marketing campaign.

16. Don’t overlook Cyber Monday

Many companies comply with up Black Friday with a Cyber Monday sale, and infrequently that sale runs by the entire week. 

You’ll do finest right here in case you create some Cyber Monday electronic mail campaigns that may exit after Black Friday weekend has ended. You possibly can ship Black Friday emails all the way in which into Sunday, however by Monday, the language must shift, and so ought to the presents. 

You in all probability can’t use all the pieces on this article for Black Friday electronic mail advertising and marketing. So take some concepts you don’t use for Black Friday, and use them in your Cyber Monday campaigns.

That will imply new segments, a variation on the unique theme or a wholly new one, a distinct prize giveaway, a brand new set of surprises and teasers, totally different CTA textual content, totally different presents, and extra.

And since Cyber Monday is absolutely Cyber Week, you’ve time to let your Cyber Monday campaigns breathe just a little. 

Begin your Black Friday electronic mail marketing campaign

In case you’re like many on-line shops, retail, or ecommerce companies, your Black Friday and Cyber Monday campaigns must generate a good portion of your annual income. 

In case you haven’t already begun planning your Black Friday electronic mail advertising and marketing, or are within the thick of it however feeling overwhelmed, hopefully you may take a couple of of the methods and Black Friday electronic mail examples from this text and put them to work so that you’ll have your finest Black Friday sale but.

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